UK’s first Infiniti Centre opens on 15 October
The UK’s first Infiniti Centre officially opens on 15 October, but has already sold nine cars. It’s on the outskirts of Reading, close to the M4 and surrounded by Audi, Lexus, Jaguar and Aston Martin outlets.
Since sales in Europe started just over 12 months ago, more than 2,000 people have bought an Infiniti. Best-seller is the top-of-the-range £54,000 FX 50S with its 5.0-litre V8 engine.
Progress so far follows boss Carlos Ghosn’s mantra of quality not quantity.
“We can judge the quality by the trade-ins,” said Global Communications Director Wayne Bruce.
The biggest number of trade-ins are Porsche Cayennes; also high on that list are BMW X5s.
The Reading centre is the 25th opened by the brand in Western Europe and the first of eight planned for the UK by 2011. Two more, in Birmingham and Glasgow, are scheduled to open in 2010 and a further five in 2011.
“We’re looking at another five in 2012 to give us a total of 13 but we’re in no rush,” said Bruce. “We either do it properly or not at all.”
The 15 staff at the Reading centre have all come from other premium brands. They and the customers appear to appreciate the relaxed, boutique-hotel atmosphere of the centre. The front doors open automatically and visitors are greeted by a hotel-style reception desk.
“There’s no time or volume pressure on them; at this end of the luxury market people appreciate exclusivity,” said Bruce. With four of the first buyers women, they also appreciate the one-to-one private banking style ‘account manager’.
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