Infiniti opens on London’s Piccadilly

Infiniti open for business in London's Piccadilly

Nissan’s luxury arm, Infiniti, is on a quest to conquer Europe with its wares. But so far it’s been a little hamstrung with a lack of outlets – just the Infiniti dealers in Reading – and a lack of product to shove under buyers’ noses. Or at least it would seem so. But there’s the start of an answer to the first problem with a new Infiniti Centre coming onstream in London’ Piccadilly.

Infiniti want buyers to perceive the new showroom in Piccadilly as more of a ‘Boutique’ experience than an old fashioned dealership. Clean, uncluttered and offering the ‘Total Ownership Experience’ (I know, me too) they are at least trying to offer something a bit different.

And the location helps, as does a prestige address – 77 Piccadilly (which we think was the old Saab showroom). Lots of passing traffic but probably more tourists than Brits. Infiniti will probably get more buyers than browsers when their new Centres in Chiswick and Hatfield open next year in addition to a foray in to ‘The North’ with Leeds and Stockport. But first the Midlands get a look in with Infiniti in Birmingham and a foray in to the land of the sweaty sporran with an Infiniti centre opening in Glasgow.

So by the end of 2011 Infiniti should have decent coverage round the UK. Which should help them improve on what have been modest sales so far – but apparently ‘on-target’ when we asked – and bring Infiniti in to range for most British buyers. That’s ‘In-Range’ by Infiniti standards, which means within the 150 miles from a dealers that they will pick up and return a car for servicing. By flatbed, we hope.

Actually, we like to extract the Michael a little from Infiniti as we have a competition in the office for the first to see an Infiniti outside of Reading or a car-related event. No one has claimed the prize yet but it should happen soon with a few more dealerships opening up.

Or if Infiniti ever get round to sending us cars.

By Cars UK