Nissan has opened the first stand-alone showroom in Europe for its luxury brand Infiniti.
The sleek, arty 500-square-meter shop is in the heart of an exclusive part of the French capital. The showroom previews a design concept that will roll out across Europe over the next two years, as the Japanese carmaker launches its premium carmaker.
Infiniti needs to differentiate itself from entrenched German premium-segment competitors Mercedes-Benz, BMW and Audi as well as from Toyota's Lexus brand.
The Infiniti Retail Environment Design Initiative aims to create what Nissan Executive Vice President Carlos Tavares calls "an inviting atmosphere'' for clients trough ''a subtle display of Japanese care and hospitality.
Inifiniti plans to open another 14 sites by year-end in major European capitals to sell its four-car European line: the G37 lower-premium sedan and coupe, and the EX37, FX37 and FX50 premium SUVs.
Nissan executives predict 25 European showrooms will open in end of 2009, and 80 will be operating in 2010
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