Well, it iss not German luxury design that’s for sure, even under new German management.
Infiniti Motor Company has named Michael Bartsch vice president, Americas, effective in September. The luxury brand said in a release from its new global headquarters in Hong Kong that he is replacing Ben Poore, who will leave the company to “pursue other interests.” Before joining Nissan in October 2007, Poore spent 13 years at Ford Motor in a series of marketing and sales positions in the United States and Central and South America.
Most recently, Bartsch, 54, was Executive Vice President and Chief Operating Officer, Porsche Cars North America. Bartsch has German and Australian dual citizenship. He holds a bachelor’s degree in Economics from Macquarie University in Sydney.
Infiniti is facing significant sales challenges in the U.S. During July, Infiniti posted sales of 7,762, down 33.2% from 11,619 units a year earlier. Year-to-date Infiniti has sold 60,000 cars and trucks. Year-to-date Porsche U.S. sales are up more than 21% at 14,000.
“Michael Bartsch has a proven track record in the premium automotive industry and we are very pleased to welcome him to Infiniti,” said Johan de Nysschen, President of Infiniti Motor, who came from Audi earlier this year. Infiniti claims it will triple global sales between 2012-2016, while meeting a Nissan corporate goal of an 8% return on sales. (Audi Lifer Johan de Nysschen Bolts to Infiniti)
The move comes as Audi is renaming its entire model line and replacing its best-selling G37 sedan with a radically styled Q50 model. The compact Q50 takes many of its exaggerated styling cues from the Infiniti Essence concept, with swooping curves and angular accent lines, in an attempt to separate itself from traditional German designs, which is not necessarily a good thing. Inside, the Q50 interior offers a driver- oriented cockpit with communications system that has large dual touch-screens. Q50 will be available with a choice of a 328-horsepower 3.7-liter V6 or a new Q50 Hybrid. Both powertrains will be offered with rear-wheel drive or all-wheel-drive.
The luxury brand of Japanese Nissan claimed two “world first” production technologies when Q50 appears this summer: so-called Direct Adaptive Steering technology and Active Lane Control. The new steering system allows control of the Q50′s tire angle and steering inputs, transmitting the driver’s intentions to the wheels faster than a mechanical system steer-by wire. Four different steering settings are offered, allowing customization by driver preference or road conditions. Active Lane Control uses a camera-based lane marker detection to correct wandering distracted drivers. (2014 Q50 Infiniti Sedan Appears in Detroit at NAIAS)
Infiniti launched its first vehicles on 8 November 1989. Two models were then offered, the Infiniti Q45 sedan and the M30 coupe, with sales limited to the U.S. and Canada. Its ‘rocks and trees’ advertising and marketing campaign at the time emphasizing Japanese aesthetic values, and was in direct contrast to Toyota’s Lexus brand also launching at the same time which targeted the Mercedes-Benz S-Class with the under priced $36,000 LS 400.
German luxury car executives initially mocked the LS 400 at introduction. However, it became known as a technological triumph. What then followed was a sales, quality and cost of ownership phenomenon. Lexus went on to become the best selling luxury brand in the U.S.
