Infiniti Designers Tap London Buzz for Inspiration

Infiniti opens a new automotive design facility in London with a mission to put romance back in premium motoring.

Infiniti Design London is the first in a network of global design studios the Nissan luxury division is planning as it gears up for a new-product offensive over the next five years, including an all-new model to be manufactured in the U.K.

Its vehicles now are built in Japan and the U.S.

Goupil de Bouillé, Infiniti vice president-Europe, Middle East and Africa, says design is a key driver as Nissan continues sharpening the Infiniti brand.

“Our passion for design will deliver a broad range of very distinct premium vehicles,” Goupil de Bouillé says in a statement. “The expansion of our product portfolio is at the core of our growth plan.”

Infiniti plans to expand its premium model range 60% by the end of the decade.

The design center joins other Infiniti facilities in the U.K., including an engineering center at Cranfield and assembly plant in Sunderland, where the first Infiniti production in Europe launches next year.

Infiniti Design London will be able to design and make fullsize clay models. Nissan Senior Vice President Shiro Nakamura, chief creative officer-Infiniti, says having dedicated studios is essential to enhance the brand’s design.

“This is the first step of a global initiative to purify and reinforce the distinctiveness of Infiniti design,” he says. “The next steps are to open Infiniti design studios in Beijing and San Diego.”

Alfonso Albaisa, Infiniti executive design director, says Infiniti wants to express all the passion plus a new romanticism with its new-generation models.

“London is a great place to find the inspiration for it,” he says. “London buzzes with youthful excitement. We are here to pick up that buzz and tailor premium products so they deliver a European take on Infiniti.”

Infiniti’s new concept car, called Q80 Inspiration and designed at the London facility, has its world premiere at the Paris auto show on Oct. 2. The concept previews a new top-of-the-range model for the brand.

Infiniti says “more than 10” new Infinitis have been designed in its studios around the world in the past 18 months and concept versions of these new “romantic” models will start to appear at upcoming auto shows.