Infiniti, the premium brand of Nissan, will leave Western European markets and will remain only in the Eastern Europe, including Russia. Infiniti has entered the European market with the idea of competing with premium German brands, but has remained behind the only real competitor, Lexus. There are 831 branded cars in Romania. Nissan also announced that the Briton factory will no longer be producing the Infiniti Q30 and QX30, which means 12,000 fewer.
When they entered Europe, Infiniti said they wanted to compete with Audi, BMW or Mercedes, but that did not pose the problem, because these brands sell annually 700-800,000 cars. The only real competitor was Lexus, the premium brand of Toyota, but its sales are net over Infiniti (42,000 cars last year). Infiniti cars have been sold since 2003 in Europe, and 2009 was the first year in which sales have passed 1,000 units and in 2011 there were 3,700 units. The best sales years were 2016 and 2017, with over 12,000 in each, while last year sales went down to 6,250 units.
Infiniti will come out of Western Europe, where it has 55 stores and says it will focus on more promising markets such as the US and China. In the US, it will focus on the SUV segment and in China, will launch five new models. The cheapest model in Europe is the Q30, which costs from 26,000 euros. For the larger model, the Q70, the costs start from 63,000 euros.
“Western Europe remains the most challenging and competitive region for premium cars,” says Infiniti’s chief spokesman, Trevor Hale, according to Automotive News. “The commercial reality for Infiniti in western Europe is that there is simply no visibility of a viable and sustainable business, especially given the regulatory challenges,” he said.
This exit from the Western European Market will allow to the company to develop more electric models from 2021 and discontinue diesel offerings.