Cars Coming Soon: Infiniti, the Next Audi

Infiniti Essence concept

Infiniti Essence concept

A CNN Money article caught my attention yesterday because it makes the point that Infiniti wants to be like Audi.

Well, of course it does. That’s like saying a high school basketball player wants to grow up to be like Lebron.

The difference here is the high school kid can’t hire Lebron’s coach. Nissan, Infiniti’s parent company, wants so badly to emulate Audi that it has hired the guy who ran Audi in the U.S. for the last 19 years. Doesn’t get much more blatant than that!

Yes, Audi has seen remarkable growth and success, particularly in the last decade, while Infiniti has struggled to carve a niche for itself the way its arch-nemesis, Lexus, has. But is trying to become a Japanese version of Audi the best way to sell cars?

I’m not so sure.

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