It’s easy to watch cars drive down the road without thinking about where they’ve been or where they’re going, let alone what they used to look like and how they may look in the future. Every car tells a story — not just the story of the person behind the wheel, but the story of the car itself. While INFINITI is a relatively young brand, our story is one of triumph for the underdog in a competitive luxury landscape.
In the Beginning: 1985
In 1985, many car manufacturers came up with new ideas. Nissan, however, went one step further. The car company created a task force — all very top secret and hush-hush at the time. Their mission, once they chose to accept it, involved coming up with not just a new car, but a new luxury brand with peak performance meant to compete with the luxury models from both the United States and Europe.
What’s in a Name?: 1987
Two years later, the division and its task force finally had a name: INFINITI. In the 1980s, especially, the innovative spelling created a feeling of speed, whimsy, and freshness. This was but one aim of the new division task force, which had no desire to simply re-brand or makeover an existing automobile. Because the competition at the time was heavy, capturing the hearts, minds, and wanderlust of consumers was essential.
This year also marked the creation of the unmistakable INFINITI logo: a badge where two lines in the center go off toward the horizon, pointing toward infinity. The symbolism was not just purposeful, but also attention-grabbing. It was specifically designed to make drivers look forward to the horizon, to imagine the possibilities of driving off into the sunset, and by all accounts, it worked.
The Official Launch: 1989
By 1989, the new division launched the INFINITI with over 50 dealers all over the United States. Initially, there were two models available. The INFINITI Q45 was a performance luxury sedan. The INFINITI M30, on the other hand, was more driver-oriented, with the performance coupe offering speed and luxury as well as an enviable driving experience. The division also launched the INFINITI Total Ownership experience, which set the brand apart from its competitors.
The Early Success: The ’90s
Throughout the 1990s, INFINITI steadily gained ground in the automotive industry. Moreover, new models kept coming, creating a line-up of sleek but affordable luxury vehicles that appealed to a variety of budgets.
The flagship Q45 evolved with the times, but those changes mainly applied to the interior and exterior designs of the car. The engineering and the performance remained the same.
During this period, the INFINITI brand discontinued the M30, though it was speedily replaced with a sporty, compact sedan called the INFINITI G20. The luxurious, dramatic J30 also made its debut during these years, along with the QX4 luxury SUV and the I30/I35, a powerful performance sedan. By the end of its first decade, INFINITI sold approximately 75,000 cars every year.
A Member of the Club: 1999
As all car manufacturers know, interest is everything. The smartest course of action is to make drivers feel special, exclusive, and smart for choosing your automobile. Recognizing this, the brand began the INFINITI Owners Club in 1999, which was at once both exclusive and easy to join. The club was an addition to Nissan’s existing Total Ownership Package, making drivers feel like they were truly getting the total package when they made the choice to hop into an INFINITI.
Changes on the Horizon: 2000
The coming of the millennium marked a variety of changes in the automotive industry, especially in the INFINITI division. It was officially time for a new direction, with an eye toward sportier, more luxurious vehicles. To help with this endeavor, INFINITI merged with Renault, a beloved European brand. The sleek new breed of vehicles born of this merger and the visionary ideas of a particular executive, Carlos Ghosn, were about to change the face of INFINITI.
A Smarter Car: The Early ’00s
In the new millennium, INFINITI introduced intelligent cruise control in their vehicles. The cruise control relied on laser technology to help you maintain a safe distance between your car and the vehicle in front of you. The idea was to design cruise controls that helped drivers remain aware of — and respond to — their environments. INFINITI was one of the first brands to use laser technology and rangefinders for this type of safety.
That wasn’t the only new feature introduced in the new millennium, as 2001 also saw a new rearview monitor in INFINITI vehicles. This technology was a huge game changer in terms of safety and smoother driving. For the first time, INFINITI fans could reverse more easily and with less worry. All it took was a glance at the LCD screen in the dash of the new models, which showed the view behind the car.
Continuing with high-tech improvements, 2002 ushered in INFINITI Voice Recognition. Once more, INFINITI was one of the first brands to let drivers control their climate settings, the radio and stereo, and the navigation, simply by telling the car what they wanted.
By 2003, these innovations began to pay off in more than increased sales. In January of that year, INFINITI had the honor of making it into Car and Driver’s Ten Best Cars twice, thanks to the G35 Sport Sedan and the Sport Coupe. Later, in November, INFINITI was acknowledged as the top winner in growth. Sales of the INFINITI CV topped 100,000 units for the very first time in its history.
The Innovations Continue: The Late ’00s
A Lane Departure Warning function debuted in 2004 to let drivers know if they drifted out of their own lane. The technology debuted in the INFINITI FX, which had a small camera close to the rearview mirror that monitored the car’s position as well as the distance between vehicles.
Even this technology improved by 2007, which introduced the Around View Monitor. This feature was more advanced than the previous rearview monitor. It allowed drivers to see a 360-degree virtual view of the world right from the dash. The monitor synced with four different cameras dotted around the car, making it easier to reverse, parallel park, and keep an eye on surrounding motorists.
That was also the year INFINITI updated its Lane Departure system with Lane Departure Prevention. This was even more powerful, intuitive technology that kept watch ahead, behind, and to the side and compensated for drivers if they drifted out of their lane. The feature even tapped the brakes on its own to guide drivers back to the proper spot.
A Blind Spot Intervention System appeared in 2010, taking care of the problematic area of blind spots once and for all. Hydraulic body motion control premiered this year, as well, coupling the size and power of an SUV with the handling of a sedan, thus creating a smooth ride in a sports utility vehicle. In 2012, Back-Up Collision Intervention took over where previous monitoring systems left off and decreased the chances of a reverse collision even more.
Nobody knows what the future holds for INFINITI, but based on our history, there’s no doubt that it will prove exciting. It’s just a matter of time before the next big innovation.
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