INFINITI Leaves Hong Kong for Yokohama in EV Reorg

QX Inspiration Concept, the first fully-electric INFINITI concept car.

INFINITI Motor Company Ltd. announced today a strategic plan that it claims will provide “greater efficiencies and enhance collaboration with parent Nissan Motor Co., as INFINITI electrifies its portfolio during the next three years. INFINITI will relocate its global headquarters from Hong Kong to Yokohama, Japan, in mid-2020, where Nissan Motor Co. is headquartered. The luxury brand has been headquartered in Hong Kong since 2012.

The relocation is an attempt to address a disconnect with global design, research and development and manufacturing functions based in Japan. This connection is said to crucial as INFINITI ramps up development of its battery electric and e-POWER offerings.

Previously Infiniti maintained that a luxury brand needed a separate identity at arm’s length from the producer of mass market cars. In the U.S. sales dropped to 149,280 during 2018 down slightly in a robust market. Globally during 2018 sales were 233,445 or -5.2%.

The plan will continue “to prioritize INFINITI’s largest growth markets of North America and China,” while the INFINITI regions of Eastern Europe, Middle East and Asia and Oceania continue to grow as well.

INFINITI claims it will continue to operate independently developing its unique, premium brand identity and at the same time creating more operational efficiencies by sharing architecture, technologies and back-office functions with Nissan Motor Co., Ltd.

INFINITI will electrify its portfolio, discontinue diesel offerings and focus its resources on its “best opportunities.” The Company will focus on its SUV lineup in North America, bring five new vehicles to China over the next five years and work to improve quality of sales and residual value. These actions are all part of INFINITI’s unfulfilled desire to become a top “challenger” brand in the premium segment dominated by the Germans and Lexus.

Currently, about 180 employees are based in INFINITI’s Hong Kong office. The Company will assist employees who do not relocate to Japan.