FIRST DRIVE: Infiniti launches in UK

The I s have it.

Be it the long established Ikea furniture brand or the incoming Infiniti car range, there is a clear view for their business models, even if the customers are not the same.
Infiniti is launching into the UK now and it has identified similar locations for its outlets to the one’s which have seen Ikea opening over the last 30 years.

Infiniti UK sales manager Angus Gray (right) said, “When we looked at our business plans for the brand we identified locations for dealerships which actually put us close to 67pc of the UK population inside an hour’s drive. We aim to open 13 dealerships by 2014 and to be selling about 8,000 cars annually by then.”
He added, “We also discovered our selection of sites corresponded with places where Ikea had opened and while we will not appeal t the same buyers, the principles behind both brands are similar in offering stylish and unusual choices at surprising prices.”

There is another, less obvious, similarity. The UK market for premium cars is similar to that in Russia, where Infiniti has been very successful.
“In the three years we have been selling in Russia we have built up to 8,000 sales a year. Russians are very receptive to new brands and ideas and our research leads us to believe the same is true of the UK population,” he said.
He said that Infiniti UK never intends to be a big player with huge sales but is specifically targeting the top 4pc of buyers and offering them an unrivalled experience in car buying and ownership.
“We will be giving them a buying experience with Infiniti which is more in keeping with a premium product sch as Louis Vitton bag or a Four Seasons Hotel or suchlike quality product. Everything will be tailored to a customer’s desire for something different in terms of cars and service relationship.”

Infiniti’s first UK centre and its 35th global location has just opened in Reading and is run by Rymco UK, whose MD Paul Atkinson stressed it will grow with the brand.
“We have a staff of 15 here now but our plan is to add people as we need them. For instance, we have three salesmen and a manager here and a small number of technicians but as the brand grows and more business comes in we anticipate we will need more showroom and technical staff to handle enquiries, preparation and servicing.”

As the only dealership so far selling right hand drive Infiniti models, Reading has already had some unusual customer enquiries, including a potential buyer from Bermuda and another from Pakistan. “Those were surprises for us but if you think of the potential right hand drive markets around the world it’s understandable,” he added.
Most of the enquiries so far have come over the internet and Reading is already compiling a strong enquiry list and order bank which has been strengthened by its comparative rarity and potentially strong residual value.
Because Infiniti supply will be limited, Rymco is guaranteeing to buy-back models from early customers to assure them of a no-fuss change over into a newer version when they are ready, said Infiniti’s corporate and pre-owned manager Emmanuel Bussière.
“We are launching the brand with a very good pcp package through our own finance provider and this combined with our service levels and support will be extremely attractive to customers,” he said.

Raring to go in Reading
The UK’s inaugural Infiniti showroom is testament to both the Japanese brand’s ethos of “Inspired Performance” and also to the commitment of Infiniti’s UK partner in taking every aspect of luxury car ownership to a new and higher level.
Like 21 other Infiniti Centres throughout the rest of Europe, the Reading base turns the traditional car showroom on its head.
For its location, architecture, facilities and hand-picked staff, the Infiniti Centre Reading has more in common with a luxury goods store than a car showroom.
Its welcoming ambience and comfortable furnishings emulate the lobby of a boutique hotel – providing the perfect introduction to the stress-free world of Infiniti ownership known as Total Ownership Experience. There is a central lounge around the vehicle display area and it’s all carefully screened from outside view, with greater privacy available in glass fronted consultation rooms adjacent to the lounge.
Infiniti Reading Centre is just 10 minutes from Junction 11 of the M4 and close to the corporate HQs of some of the country’s biggest financial and technology firms and has Jaguar, Land Rover and Audi for neighbours.
An open, airy feel, sophisticated colours and natural materials provide a striking backdrop for the cars. Interactive computers and high-definition flat screens go hand in hand with bespoke leather furniture and specially commissioned paintings.
To the rear of the complex there’s an eight-bay workshop along with body centre and parts department. Plenty of parking and opening hours – including 10am-4pm on Sundays and bank holidays – aim to make life as easy as possible for customers.

The range at Reading
Saloon and Coupé versions of the distinctive and potent G37 are joined by Infiniti’s latest model for Europe, the G37 Convertible.
Seductive looks, whether the electrically retractable hard-top is up or down, go hand in hand with 155mph performance to make this one of the world’s fastest four-seat convertibles. G37 prices start at £30,300.
V6-powered and with the security of intelligent all-wheel drive, the EX is a crossover with the style of a coupé, the practicality of an estate and the driving appeal of a sports car. EX prices start at £35,200.
Everything that Infiniti stands for comes together in the stunning form of the FX, a full-size crossover priced from £42,600 and which effortlessly blends luxury with high performance. In V8 flagship form, the FX50S has a strong claim to be the sportiest, best-equipped and most advanced crossover that its money (£53,800) can buy.
All Infinitis are designed to be true drivers’ cars and display passion not just in their individualistic designs but also in their tuneful engines and confidence-inspiring handling. All feature the most efficient petrol engine technology available and all have been honed to deliver in the most demanding of European environments. Features such as Scratch-shield paint and Around View Monitor are unavailable elsewhere – at any price.
All Infinitis also come with customer service unlike that of any other car. Total Ownership Experience is a bespoke, customer-focused programme that makes owning an Infiniti an effortless and rewarding experience.
Each Infiniti owner is assigned their own Customer Account Manager who is their single point of contact throughout their period of ownership. The account manager will, for example, arrange servicing. Uniquely, Infiniti offers free collection and delivery (within a 150-mile radius) of cars due a service, guaranteeing that owners will never feel far from an Infiniti Centre – and further ensuring owners suffer as little inconvenience as possible.
This is backed up by a mobility package comprising roadside and touring assistance with Infiniti specialists on hand to make sure owners are never left stranded – wherever they are, at whatever time. And even if they are not driving their Infiniti.
Every new Infiniti also comes with an peace-of-mind package with warranties covering the vehicle (60,000 miles or three years), the body (12-year anti-corrosion), and the paint (three years against defects).

FIRST IMPRESSIONS

For my brief introduction to the brand I chose the anticipated best seller in Britain, the G37 S Saloon which has a 3.7V6 320ps engine and was equipped with the optional £1,500 seven-speed automatic box which helped lift it to an on-road price of £38,600. Among its standard items are 4-wheel active steering, viscous limited slip differential, self-healing paint and very sophisticated trim and in-car entertainment system.
Over a short hour long route in moderately heavy traffic I only managed to average 15mpg, about half that anticipated but I sensed this is a car which would really enjoy a long journey over mixed roads. It cruised with utter composure on some long dual carriageway and on tighter roads it responded well to throttle, gears, steering and brakes. The 4-wheel steering imparted a distinctive sharpness to the chassis. I liked the multi-adjustable driving position, the extremely comfortable wrap around seats and smooth ride over some bumpy bits I managed to find. It also has a good fascia layout but looking down the options list it is not cheap to add items. The G37 S has a very composed and quiet nature and it seats four in comfort with a good sized boot behind.

My other test car was the entry model to the top of range FX series, the 37GT, essentially a crossover and with the same powertrain as the G37 S Saloon to ease comparisons.This all-wheel-drive stylish five-seat takes the strain out of having to select grip modes and does it all automatically, while the driver relaxes in deep leather seats. Access is very good, room excellent, and the ride is tauter than the Saloon but not too hard. The seats help a lot in this respect and the front pair have a wide adjustment range with a finely variable column for the driver to utilise.
Although the refinement of the FX37 GT was good, it could not completely muffle the abundant road noise even if the suspension did a good job at absorbing most of the bumps. I really appreciated and admired the Around View Monitor, which is linked to mirror and roof cameras to give views down the sides and to front and back, which was just as well because the high front wings and tail hide blindspots to the driver’s eyes. Shame the AVM is £850, but it could save you more in repair bills or even a child’s life. The powertrain has given the FX37 GT good get up and go ability, on a par with many sporting saloons let alone bigger engined SUVs, and I managed to touch 20mpg on test, a smidgen below the likely 23mpg average. Like the Saloon, the FX37 GT has excellent cabin layout and fittings and its showroom appeal is very strong while its price is from £42,600 but cost £47,250 as tested. Both Saloon and FX SUV are welcome additions to the UK market. And before you ask, they don’t come flat-packed. ©Robin Roberts

FIRST DRIVE: Infiniti launches in UK

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