LONDON -- Infiniti executives think that its brand new London design studio will help it create models that appeal to customers purchasing some of Britain’s most exclusive vehicles.
“This premium market [London] is very close to the people that are buying Range Rovers, Aston Martins and Jaguars, the people that we probably want to attract more than the Mercedes or the BMW customer,” said Infiniti Executive Design Director Alfonso Albaisa.
“When you’re among [these customers] you watch how they live, you understand their priorities,” he said at an event this month to mark the opening of Infiniti Design London.
Located in the iconic Battleship Building at Paddington Basin, Infiniti’s new 900-square meter studio is the first of three new design centers dedicated to the Nissan-owned premium brand. The other two, which will open next year, will be in Beijing, China, and San Diego, California. All three studios are near Nissan's global design bases.
Albaisa hopes Infiniti’s designers will be inspired by and gain insight into the trends and cultural diversity found in the three bustling, trend-setting cities. The aim is “not to follow every trend," Albaisa said, “just to follow and see tendencies of the segment.”