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By Infiniti
“Since its inception, Infiniti’s goal has been to establish a new concept of automotive luxury, where a personal and rewarding driving experience is more important than the car alone.”

These words, which encapsulate the vision behind Infiniti’s Inspired Performance, could have been written last year, last month or even today. Yet their origin is nearly 20 years ago, penned in reference to the new luxury performance brand that had first opened for business on November 8, 1989 with just 51 retailers and two models sharing the decidedly different looking showrooms.

Those dealerships had a true luxury feel – now common in auto retailing – with a reception desk, open offices and an equal emphasis on sales and customer service. The vehicles themselves were also unique, with their focus on Japanese craftsmanship, quiet luxury and an unmatched driving performance.

Much has changed in the two intervening decades. Showrooms have expanded to make room for a full range of luxury performance vehicles, including a coupe, convertible, sedans and SUVs. Yet the original inspiration remains – of a Total Ownership Experience, of Inspired Performance – even as that handful of original dealers in the United States has expanded to include state-of-the-art Infiniti retailers in 35 countries around the globe.

“A dream that started 20 years ago in the United States is now the blueprint for a global luxury automotive brand,” said Toru Saito, Corporate Vice President in charge of Global Infiniti Business Unit. “In the beginning, Infiniti was an innovator in design, performance, technology and in taking care of our customers throughout the entire ownership experience – just as it is today.”

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