Infiniti is to open its first UK showroom in Reading on September 12.

Infiniti believes the new site turns what is expected of a traditional car showroom on its head believing “it has more in common with a luxury goods store” or “boutique hotel”.

It’s the first of eight centres planned to open in the UK. Infiniti is planning to open new showrooms in London, Birmingham and Glasgow next year, with four more to follow in Stockport, Leeds and two more in London in 2011.

The Reading showroom features interactive computers, high definition flat screens, bespoke leather furniture and specially commissioned paintings.

To the rear of the site there’s an eight-bay workshop along with body centre and parts department.

The Japanese brand’s saloon, coupe, convertible and crossover EX, G37 and FX models will all be available from launch at the new showroom.

Each Infiniti will be sold with a “Total Ownership Experience” customer service programme which sees a customer account manage appointed for each customer as a single point of contact throughout the ownership experience.

The account manager will be expected to build up a relationship with the customer, arrange servicing and Infiniti will offer free collection and delivery within a 150 mile radius for servicing. Customers that live further away will have to pay an extra fee for any distances on top of the 150 mile radius.

The customer account managers will handle the first main handover, as well as a second handover a month later to check that everything is OK with the car and the customer is satisfied.

Each car will comes with a mobility package for roadside and touring assistance and a 60,000 mile or three year warranty, 12-year anti corrosion and three year protection against paint defects.

The Infiniti partner in Reading, Rymco UK, was set up by a partnership formed by Rymco SAL and Nasser Al-Kharafi, president of the Al-Kharafi Group.

Rymco SAL – Rasamny Younis Motor Company is a joint stock company listed on the Lebanese stock exchange and has been an automotive retailer in Lebanon since 1957.

Rymco UK is headed up by managing director, Paul Atkinson and he is planning to head up more Infiniti centres in and around London.