Aesthetics of contrast give Infiniti distinction

Power and artistry at heart of premium brand's design character, Li Fusheng reports.

Infiniti believes design is a key element that helps it stand out among global premium auto brands, and it showed spectators exactly what that means two days ahead of the Shanghai auto show.

Showcasing three of its most recent concept vehicles together for the first time, the Hong Kong-headquartered automaker demonstrated its unique design language of power and artistry at the Infiniti Design Night held in Shanghai on April 18.

"Design is at the heart of the Infiniti brand," said Infiniti President Roland Krueger.

"The most respected brands in almost any industry are characterized by a strong and unique design language. As we are building a successful, globally recognized brand, design has been a key driver for us," he said.

From the luxurious proportions of the Q80 Inspiration to the sharp creases on the Q60 Concept and the bold lines of the Infiniti Concept Vision Gran Turismo, Infiniti made clear its creative direction and indicated that the progressive design vision is molding the brand's growing product portfolio.

As evidenced by the concept vehicles, Infiniti insists on the "aesthetics of contrast", pulling together such seemingly contradictory elements as power and artistry, boldness and nuance as well as emotion and technology, which has given the brand a distinctive presence in the premium automobile world.

The creativity and innovation that stem from the interplay of such contrasts have given rise to a singular voice and vision for Infiniti, which the brand believes represents an alternative to the status quo.

Consumers in developing markets such as China are becoming more demanding about car design, said Daniel Kirchert, president of Dongfeng Infiniti Motor Co Ltd.

He said recent surveys show that premium car consumers born in the 1990s and the 1980s rank cars' looks as the first and second most important factor that affects their purchase decisions.

"This is the 'new normal' of China's car consumption," said Kirchert, adding, "Those who excel in design win the market."

"For all we do, we have a single objective - that is to bring the matchless Infiniti aesthetics of contrast to more Chinese consumers."

Those efforts are paying off. Zhou Shihan, a 29-year old Infiniti car owner in Beijing, said the brand's design was a decisive factor in his choice, adding that he ordered a car from other brands but finally decided on G25 (the current Q50).

"It is beautiful and unique. Although the car was designed several years ago, it remains in fashion even today," Zhou said.

Wang Nan, a 33-year-old officer worker in Tianjin, bought a Q50L when it hit the market last year.

"A major reason that I chose Infiniti is that it is beautiful. The brand values design a lot. And what is more interesting is that each Infiniti model is different yet all of them share something unique to Infiniti," Wang said.

Infiniti signature

Infiniti has stamped its vehicles with some design aspects that make them stand out among premium brands.

First, the double arch grille anchors the front fascia and is a consistent feature across Infiniti models.

Inspired by a bridge and its reflection in the water, the large, thick grille alludes to Infiniti's credentials as a performance brand.

On the Q80 Inspiration concept, the organic and three-dimensional grille functions much like the pulsing gills of a cruising shark, opening and closing to control air flow to the engine.

Infiniti's hallmark headlights resemble human eyes, with the horizontal lighting signature intersecting across a third of the projector, giving the headlamp a stare that is simultaneously both inviting and intense.

On the Q60 Concept, the headlight has very fine fiber optic-like lines branching out from the projector. When lit, these filaments of LED lights look like lines of the iris radiating from the pupil.

Another design feature unique to Infiniti is the crescent cut C-pillar, which draws creatively from the first or last phases of the moon when only a sliver is visible.

It has also evolved from a stylistic flourish to become an integral part of the vehicle structure. On the Q80 Inspiration, it is the air intake for the plug-in hybrid while on the Q60 Concept, it defines the structure of the C-pillar.

Design studios

Infiniti has invested heavily in the brand, and design has been at the forefront of this development at all times, said Shiro Nakamura, Infiniti chief creative officer.

"To this extent, we invested not only in the cars, but in the environments where creation is born," Nakamura said.

Infiniti is building a global design network with four studios in London, Beijing, San Diego of USA, and Atsugi of Japan.

Believing competition is healthy, Infiniti opens every new design project to all four studios, including the interior and exterior, and the winning team leads the design development for that project.

"Every design we make is the result of a global and collaborative approach to create a vision of a new, premium lifestyle, and show how design can accentuate and enrich," Nakamura said.

This was how the Q80 Inspiration was conceived in the London studio while the Beijing studio designed the Infiniti Concept Vision Gran Turismo.

Alfonso Albaisa, Infiniti executive design director, believes a studio's location influences the design team.

The London studio is particularly strong when it comes to proportions and the perfect balance of shapes as Europe is one of the world's major premium markets and probably the birthplace of premium products, Albaisa said.

As China's auto industry is relatively new, car designs from the Beijing studio tend to be more daring and outside of the box, challenging conventional notions of shape and balance, he said.

"There are many contrasts in the city - conservative and radical, traditional and modern, past and future. Such contrasts, like adrenaline, stimulate the designers' creativity and innovation."

As China is already Infiniti's second-largest market - and expected to become the largest eventually - the company is ensuring that the Chinese perspective on premium brands and lifestyles is taken into consideration via the Beijing studio.

Chinese customers are interested in storied brands and cars whose uniqueness matches their entrepreneurial spirit and, "with its sense of bravery and artistry, Infiniti is a perfect fit for the Chinese market", Albaisa said.

Infiniti's San Diego studio is its window into North America. The city's ever-temperate climate provides insights into the US west coast's carefree lifestyle, while its proximity to Mexico ensures that customers' wants and needs from that expanding market are also taken into consideration.

The design center near Tokyo provides guidance for the satellite studios, ensuring that all the studios and their designs are entirely focused on the brand.

Close to the research and development center, it also has access to the latest engineering advances, which enables designers to come up with even more progressive designs.

(China Daily 04/20/2015 page16)