Home / Auto News / News article: Infiniti Aims to De-Americanize, Focus on Smaller Engines - AutoGuide.com News
 |  Sep 21 2013, 10:01 AM

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Launched in 1989 for the U.S. market, Infiniti has since entered into dozens of countries and looks to change its strategy to become a stronger international automaker.

Five years ago, the brand made its entry into Europe but hasn’t found the same success it’s enjoyed in America. According to President Johan de Nysschen, the Infiniti brand is too “Americanized” pointing to the fact that the brand’s entry-level engine is a 3.7-liter V6 with 330 hp. Obviously American car owners love their performance, and the more horsepower a car has, the more appealing it is.

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But that’s not the case worldwide as Infiniti plans to “de-Americanize” the brand for global markets. The Infiniti Q50 in Europe, for example, can be had with a 2.2-liter four-cylinder turbodiesel engine supplied by Daimler. Nissan Executive Vice President Andy Palmer goes so far as to say that the “wrong” engines were being offered in the Japanese automaker’s European lineup.

Looking towards the future, Infiniti wants to move up in the market with a larger flagship that could be a coupe-styled four-door model. De Nysschen confirms that the model could hit the market as soon as 2018. But that’s not to say Infiniti is ignoring the entry-level market entirely, which is evident by the introduction of the Q30 at the 2013 Frankfurt Motor Show.

Infiniti is also working on an EV, which has been delayed to add better technologies to it according to the automaker.

GALLERY: Infiniti Q30 Concept

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[Source: Wards Auto]

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