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Nissan to launch luxury brand in SA

13 Apr 2012

Nissan SA will introduce a luxury brand, Infiniti, in June as part of its growth strategy. Initially, the Infiniti model range for SA will comprise the Infiniti FX performance SUV, EX luxury compact SUV, the Sporty G Coupe, the G Cabriolet and the Infiniti M luxury sedan.

The brand will compete with the likes of Toyota, BMW and Mercedes Benz premium brands.

The SA Infiniti introduction follows those in Indonesia, Panama Malaysia and Singapore last year, while this year will see Infiniti expanding into Chile and Australia.

Speaking at the media briefing in Johannesburg on Thursday, Nissan MD Mike Whitfield said: "For Infiniti, it is always about the unwavering commitment we make to our customers.

"The 'total ownership experience' is part of that promise and it is founded on three pillars.

"The first is driving pleasure. Second is our hospitality - we want our guests to feel comfortable and this is always presented in a luxurious and inviting environment.

"The third pillar is peace of mind. We believe that every customer should enjoy outstanding service throughout their ownership of an Infiniti and be able to count on knowledgeable people who are committed to ensuring their satisfaction."

Whitfield said the premium market segment in SA provided upside potential relative to the entry level market as it occupied 25% of the total vehicle market.

Infiniti, to be imported from Japan, will be sold at selected car dealerships in Gauteng, KwaZulu-Natal and the Western Cape, which will open in the fourth quarter of 2012.

Whitfield expected the local automotive market to grow between around 10% this year.

He said while there would be fewer local introductions of new Nissan models in 2012, emphasis would be on expanding the current base to grow market coverage substantially by 2016.

Nissan SA commands just more than 9% of the market share in SA.

Source: I-Net Bridge

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