Who
We Are
The INFINITI Brand
Our Mission
Since 1989, our mission is to deliver a concept of automotive luxury where a personal and rewarding experience is more important than the car alone.
Our Logo
The Infinite Road
With its two central lines leading off to a distant point on the horizon, our logo symbolizes our brand's desire to always look forward – to new horizons, to new possibilities, to infinity.
The Name
Our name INFINITI must always be spelt with capital letters. The fresh spelling with four I's creates four symmetric parallel lines, referencing our constant forward movement.
The Evolution
Since our foundation, our logo has been through some changes, but never moving away from what makes it unique: the infinite road.
Our Values
Our values define our personality and signpost further growth and transformation. Since 1989, they have guided our behaviors as employees and brand ambassadors.
Human
We put people first by thoughtfully creating products and experiences that elevate our customers to the status of honored guests.
Daring
We challenge the conventions of traditional luxury, carefully designing vehicles that balance bold proportions with seamless executions.
Forward
We are pioneering and visionary, embracing innovation in design, technology and customer experience to enhance people’s confidence on the road and in life.
Our Promise
Our promise is an expression of the benefit and type of experience customers can expect to receive every time they interact with INFINITI. Used internally, it tells us exactly what we must deliver to customers.
We combine these two concepts into a unique, balanced union to enable people to reconnect to their inner power.
Power
Our power comes from the feeling of being in control to do what you want, when you want. This is enabled by our precise, agile and responsive driving experience.
Serenity
Serenity relates to the state of mind resulting from our seamless experiences and high quality, Japanese-inspired minimalistic interiors.
Our Audience
The target customers with whom we need to connect have specific aspirations, values, and needs. They are the Progressive Challengers.
They aim high, seeking to evolve their own capabilities and potential instead of following the norm or others’ expectations. For them, the car is a tool to their progress.
They are:
Self Driven
Entrepreneurial in mind and spirit, pursuing their own path in life to leave a positive mark in the world.
Open-Minded
Challengers of social norms who confidently make choices that reflect their personality, instead of signaling their status.
Forward Looking
Creators, not followers: they leverage technologies and digital tools to elevate daily experiences in meaningful ways.
What We Do
Our products, technologies, and innovations
Senses
Our multisensory experiences
Guidelines
How to express our brand
For any questions regarding the INFINITI Brand Portal, please contact the Global INFINITI Brand Strategy team at global.brand@infiniti.com.
