More than two decades after its well-publicized debut, Infiniti remains a brand without a clear identity or well-defined mission. But all that could soon change.
The Nissan luxury brand has moved its headquarters from Japan to Hong Kong and hired on long-time Audi executive Johan de Nysschen as it new global chief executive. His challenge at Infiniti is not unlike what he faced at Audi, says the South African-born de Nysschen, taking an also-ran automaker and turning it a serious, top-tier contender.
“My goal is to unlock the potential of this brand,” de Nysschen told TheDetroitBureau.com during an interview in Pebble Beach, California prior to the annual Concours d’Elegance. “One of the things I bring to the table,” he added, “is I’m willing to challenge” the established order.