Infiniti boss wants thoroughbred performance sub-brand

January 21, 2014

Infiniti may soon deploy a high-end, strictly-focused performance sub-brand to rival BMW M cars and Mercedes’s AMG variants. The company’s global boss hopes to launch such a brand as part of the future product structure.

Infinti FX Vettel edition

At the moment, Infiniti does offer a bespoke range of vehicle programs through its IPL (Infiniti Performance Line) sub-brand, however, this may no cut it for global boss Johan de Nysschen. Speaking with Automotive News recently, he said,

“What is absent from our product structure today is a line of really thoroughbred, high-end performance cars that take no prisoners. I don’t say that every single Infiniti car line should have such a model. But I do say that we need a high-performance sub-brand.”

We’ve heard rumours that Infiniti might be looking to launch its own version of the ballistic Nissan GT-R, garnished with the finer luxury details you’d expect from Infiniti. Although we haven’t heard any more of such a project, de Nysschen is hoping to launch proper performance machines with track-ready components; just like the GT-R.

Competing in the market against rivals such as Audi, BMW and Mercedes-Benz, Infiniti is the only company that doesn’t offer bespoke performance models. Audi has the RS models, BMW has M versions, and Merc has AMG. Even Lexus has a special division, with F Sport options and full bespoke F models such as the IS F, LFA, and upcoming RC F.

Dynamic Display Ad(Long Version)

The highest performance model Infiniti currently offers is the IPL G coupe, available in some markets. It’s not really a dedicated track-ready machine though. It’s mostly a trimming package with some tuning.

As you know, Infiniti has perhaps one of the most ideal test drivers under its wings; F1 champ Sebastian Vettel. He is currently the company’s ‘director of performance’, and plays a role in the development of upcoming models. Vettel would no doubt be involved in the development of these potential high performance models.

Infiniti is still expected to introduce a high-end halo supercar inspired by the EMERG-E concept (pictured below) in the next couple of years, with or without an introduction of a new sub-brand. It’s set to be the company’s fastest and most advanced model ever.

Infiniti EMERG-E concept

Brett is the editor and founder of PerformanceDrive. He's obsessed with driving, having played with Matchbox cars until he was tall enough to drive a real one. After initially working as a mechanic, Brett earned a degree in journalism and entered media as an editorial assistant at Top Gear Australia magazine. He then worked at CarAdvice. His dream is to live next door to the Nurburgring in Germany.