Have you ever wondered why Nissan launched Infiniti as a separate brand? Many car owners are curious about the relationship between mainstream automakers and their luxury divisions. Infiniti, Nissan’s premium brand, was born out of a strategic push to capture a growing market in the United States and change how people viewed Japanese automobiles. But what exactly prompted its creation, and what makes Infiniti different from a standard Nissan?
Let’s look into the history, purpose, and impact of Infiniti on the automotive world—and what it means for today’s drivers.
The Birth of Infiniti in a Shifting Market
In the 1980s, the U.S. auto market was experiencing a major shift. Japanese automakers had already proven they could deliver affordable, reliable, fuel-efficient vehicles. However, the perception was that these cars were practical but not particularly luxurious.
At the same time, luxury brands like BMW and Mercedes-Benz were gaining traction in the U.S., offering premium features, superior handling, and prestige. Nissan saw an opportunity to challenge those brands by creating a new division focused solely on luxury.
Infiniti officially launched in 1989, just one year after Toyota introduced Lexus. Honda had already paved the way with Acura in 1986, making Infiniti the third Japanese luxury brand to enter the American market.
What Makes Infiniti Different From Nissan
Although both brands share some engineering platforms, Infiniti vehicles are tuned, styled, and marketed quite differently. The goal wasn’t to simply offer a more expensive Nissan—it was to create a unique ownership experience centered on performance, innovation, and comfort.
Here are some key differences:
- Design and Materials: Infiniti models often feature more refined materials, sophisticated styling, and quieter cabins.
- Performance Tuning: Suspension systems, engines, and drivetrains are often tuned for more dynamic handling and power delivery.
- Technology: Infiniti cars typically include advanced tech earlier than their Nissan counterparts, including safety features and infotainment systems.
While they may share underlying architecture in some cases, the execution is where Infiniti separates itself.
Meeting the Demand for Prestige
Nissan’s move into the luxury market was also about brand perception. In the eyes of many American buyers, a luxury badge signified status and quality. Infiniti aimed to change the image of Japanese automakers from economy-focused to innovation-driven and premium.
Their first flagship model, the Q45, featured a powerful V8 engine, rear-wheel drive, and technology that rivaled the best from Europe. This signaled that Nissan wasn’t just dressing up economy cars—they were ready to compete at the highest level.
Infiniti also emphasized a customer-first approach, developing a network of dealerships with a focus on premium service and satisfaction.
The Global Reach and Evolution of Infiniti
While Infiniti was originally designed for the U.S. market, it expanded internationally over the following decades. The brand grew to serve drivers in Europe, China, and the Middle East, with models tailored to local preferences.
Over time, Infiniti has also adjusted its strategy. Some models have shared platforms more directly with Nissan, while others, like the FX/QX70 or Q50, remain distinctly performance-focused. The brand has leaned into technologies like drive-by-wire steering, hybrid powertrains, and active noise cancellation.
As of recent years, Infiniti has focused more on SUVs and crossovers, responding to changing consumer preferences in both North America and abroad.
Infiniti's Place in the Nissan Lineup Today
For customers, Infiniti offers a gateway to premium ownership without stepping into ultra-luxury pricing. It fills a niche for those who want high performance and comfort but still appreciate Nissan's reputation for reliability and value.
Infiniti models like the QX60 and Q50 provide alternatives to more expensive European competitors, with strong resale value and lower long-term maintenance costs.
Importantly, while Nissan and Infiniti are part of the same corporate family, the customer experience at an Infiniti dealership is designed to feel more exclusive, from the amenities to the service packages.
Do Infiniti Vehicles Require Special Service
Because Infiniti models use more complex technology and performance-oriented components, service should be handled by technicians familiar with their systems. Regular maintenance intervals, software updates, and part compatibility can differ from standard Nissan vehicles.
If you own or are considering an Infiniti, it’s wise to find a service center that understands the nuances of luxury imports. This ensures your vehicle gets the care it needs to perform at its best and retain its value.
Visit South Denver Automotive in Denver, CO
At South Denver Automotive in Denver, CO, we specialize in servicing both everyday vehicles and high-performance imports like Infiniti. Our team understands what sets these cars apart, from their engineering to their service requirements.
Whether you're driving a luxury sedan or an advanced crossover, we provide expert diagnostics and repairs that protect your investment. If you’re noticing any performance issues, dashboard warnings, or just need scheduled maintenance, bring your Infiniti to a team that knows how to handle it right.