Understanding the North American market
The Infiniti story begins way back in 1985, the initial concept was to develop a new premium brand that could compete with established luxury car made in Europe and the US These include BMW and Mercedes-Benz with Cadillac and Lincoln respectively Infiniti could also accurately be seen as Nissan's answer to Acura and Lexus - all luxury brands again its two biggest Japanese rivals Honda and Toyota, which also bowed this decade.