"Infiniti is offering something the German brands can’t - exclusivity"

Infiniti is aiming to top our Driver Power dealership survey rather than beat the Germans - a positive according to Mike Rutherford

Infiniti opinion

Infiniti is the new kid on the block in Britain and doesn’t apologise for repeatedly using and talking about the two V-signs – vision and values. At the same time, it religiously chants its five favourite F-words – fast, friendly, fun, focus, flexible.

All this is part of Infiniti’s in-house vocabulary. Words like ‘dealerships’ and ‘retailers’ are not. Cars are sold and serviced via what it calls Infiniti centres.

If you’re a customer with a justifiable complaint, you won’t be fobbed off with a standard ‘please accept this gesture of goodwill’ type letter. More likely is that you’ll be invited to Goodwood. You may even get to rub shoulders with Infiniti’s hands-on Performance Director, reigning F1 champion, Sebastian Vettel.

If the firm is to be believed, it and its small band of centres will offer Britain’s beleaguered motorists levels of customer service, satisfaction and conflict resolution they’ve never experienced before. Only time will tell if the promises are eventually delivered. Effectively, the brand, which boasts an undeniably handsome product line-up, is still being launched, while its sales/servicing centres remain in the roll-out phase.

Infiniti isn’t trying to and can’t win a sales war against Audi, BMW and Merc. That’s a positive. By selling a comparatively tiny number of cars, it’s offering something the three German brands no longer offer – exclusivity.

Opinion: "DS is supposed to be battling the big German premium marques – that's one hell of a job"

Audis, BMWs and Mercs are on almost every street. Opt for an Infiniti and it’s possible you’ll be the only person in your town who’s got one. Equally important is that the flagless firm with financial resources from Japan, a world HQ in Hong Kong, European hub in Switzerland, plus a design studio and production line in England, is small, flexible and bothered enough to learn from the mistakes of others.

Inexplicably, those premium German marques are rooted in the bottom half of our Driver Power dealer survey. Infiniti mischievously admits it’s done its research and knows why. Furthermore, it vows never to embarrass itself with the below average dealer networks that Audi, BMW and Merc have somehow burdened themselves with.

“It’s all about the primary person – the customer – at Infiniti,” the firm says with apparent conviction. “Everything else comes after him, or her.”

Would you buy an Infiniti? What do you think of the brand's plan? Let us know in the comments below, on Twitter or on Facebook.

Recommended

'The Land Rover Defender and Aston Martin DBX must be front runners for World Car Design of the Year'
Opinion

'The Land Rover Defender and Aston Martin DBX must be front runners for World Car Design of the Year'

Mike Rutherford thinks cars from Gerry McGovern and Marek Reichman are favourites to win design award
30 Aug 2020
'VW Group management shake-up could be crucial to the car choice facing UK buyers'
Opinion

'VW Group management shake-up could be crucial to the car choice facing UK buyers'

Deputy editor John McIlroy points to outgoing Skoda boss as a key reason for the firm's success
15 Jul 2020
"Despite the tragedy of 2020 so far, several intriguing developments emerged in the final week of June"
Opinion

"Despite the tragedy of 2020 so far, several intriguing developments emerged in the final week of June"

Mike Rutherford recounts some significant stories that may have passed you by in recent weeks
12 Jul 2020
'Sorry Jeep, but Kia now makes the best all-American SUV'
Kia

'Sorry Jeep, but Kia now makes the best all-American SUV'

With Kia winning the World Car of the Year 2020 award with the American-built Telluride, Mike Rutherford believes Kia has beaten Jeep at their own gam…
18 Apr 2020

Most Popular

Energy firms want the right to switch off electric cars charging at home
Electric cars

Energy firms want the right to switch off electric cars charging at home

New powers being sought to allow energy providers to turn off high-drain devices to manage electricity network
18 Sep 2020
Audi A3 vs Mercedes A-Class
Car group tests

Audi A3 vs Mercedes A-Class

The Audi A3 and Mercedes A-Class are strong competitors in the premium hatchback market - we find out which is best
19 Sep 2020
New Rolls-Royce Ghost 2020 review
Rolls-Royce Ghost

New Rolls-Royce Ghost 2020 review

The all-new luxury Rolls-Royce Ghost saloon brings new levels of refinement
18 Sep 2020