"We're a performance brand that has got soul" - Angus Gray, of Infiniti

Infiniti has finally arrived in the UK with plans to shake up the premium segment by providing VIP standards of customer service.

AM first revealed in 2004 that Nissan’s premium sister brand would be coming to the UK by the end of the decade.

Having launched in Spain, France and Italy last year, Infiniti’s first UK centre opened at Reading last month.

It will be operated by Rymco UK, a newly created dealer group. Mana Premiere Holdings UK, another new start-up, will be Infiniti’s second retail partner.

Both Rymco and Mana have been created by automotive retail businesses in Lebanon and Qatar respectively. Their creation followed an unsuccessful search by Infiniti for existing UK-based dealers.

Rymco’s and Mana’s parent companies, Rasamny Younis Motor Company SAL and Al Mana International Holdings, are both long-serving champions of Nissan and Infiniti.

Angus Gray, Infiniti regional director, North Europe, said: “The UK is the biggest market for us in Europe. The way they both sell Infiniti shows they completely understand the brand.”

Infiniti is keen to distinguish itself from Nissan. While it is very proud of Nissan, said Gray, everything front of house is Infiniti.

“It’s a new brand, and we don’t want to blur the lines of the brand values by the alliance being too close.”

Behind the scenes, the brand will use Nissan systems and infrastructure for parts logistics, back-of-house and vehicle delivery.

Infiniti has supported the UK dealer launch financially, but Gray declined to say by how much.

“This is our cost to get the brand positioned how we want it positioned. We’ve got one chance to do this and
this is a cost we’re happy to be involved with.

“How Reading is perceived and future sites affects how Infiniti is perceived forever. We want to have the right partner, facilities and location.”

Thirteen showrooms in the UK 

Thirteen UK sites are planned by 2013. Rymco will run three of the bigger sites – Reading and two in or around London.

Mana will open 10 locations, including Glasgow, Southport, Birmingham, Leeds and south London.

Openings have been delayed due to difficulties in finding suitable properties on arterial routes.

But Gray expects major sites to be open by the end of 2011, with a few smaller ones opening the following year.

Dealerships ideally will be in proximity of the brand’s competitors – Lexus, Mercedes-Benz, Audi, Porsche and BMW.

Rymco and Mana are expected to break even within two years, according to Gray.

UK annual registrations should hit about 8,000 units by 2013 with the biggest sellers expected to be G37 convertible, G37 Coupé and FX50 crossover.

Fleet sales will make up more than a third of all cars sold.

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