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Former Audi Chief de Nysschen Sets Out to Reshape Infiniti

My goal is "unlock the potential of the brand," says new CEO.

by on Aug.22, 2012

Infiniti's new CEO, Johan de Nysschen will have the chance to completely reshape the brand.

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.

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“My goal is to unlock the potential of this brand,” de Nysschen told 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.


Infiniti Setting Up Shop in Hong Kong

Move underscores importance of Chinese luxury car market.

by on Nov.04, 2011

A production version of the Infiniti Etherea concept could be targeted at the Chinese market.

In the wake of the Japanese earthquake and tsunami, last March, a number of automakers have been shifting production out of Japan, but Nissan apparently has another reason why it has decided to relocate the global headquarters of its Infiniti division to Hong Kong.

The move will put the brand’s central office right in the heart of the booming Chinese luxury car market, with other emerging markets, such as India, a short flight away.

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The relocation underscores the increasing importance not only of China to the Japanese maker, but it also shows the growing role of the Infiniti brand, itself.  Infiniti originally focused on the U.S. after its debut, 21 years ago, but is now rapidly reaching out to other markets around the world.