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INFINITI challenges conventional ideas of what a luxury brand should be. That's our purpose, north star, and the "why" in every decision we make. INFINITI seeks to question, to pivot, to rebel in big and little ways — in everything we do.
INFINITI's vision is to build luxury experiences for daring and unique individuals who pursue distinction in their lives, styles, and vehicles. Our owners seek a more personal relationship with luxury; we exist for those who don't seek validation from strangers, but rather we exist for those who seek experiences and brands that speak directly to their unique style. We've always dreamed of creating luxury experiences for those who dare to be different. INFINITI doesn't aim to be something for everyone, but rather we aim to be everything for some.
INFINITI's mission statement has remained virtually unchanged since our founding in 1989. That year, the Horizon Task Force set out to create a new brand that would be truly unique in the luxury space. Our commitment to creating modern Japanese luxury transcended our vehicles themselves; our aim to build a holistic experience for our customers was revolutionary and remains core to our business today.
Like our mission statement, the values of the INFINITI brand have been untouched since our inception decades ago. These three simple words permeate the organization, the way we do business, the way we treat each other and the things we hold most dear.
Our most powerful and most defining value is HUMAN. At our heart, this is a collective of people pouring passion into their work every day, creating thoughtful and unique luxury experiences for our customers that transcends the moments they are behind the wheel of our INFINITI vehicles. From the humans who design, dream and build INFINITI to the humans who buy-into our daring expression of luxury, people are the foundation of our business.
INFINITI has been DARING since the beginning and born to innovate luxury in new, remarkable ways. Our first ad featured a flock of geese — not a car. We later pioneered the luxury crossover-coupe with the INFINITI FX. DARING is in our blood.
FORWARD is in the INFINITI logo of an endless horizon. It guides our optimism and drives us forward with all eyes on the future. FORWARD can be felt in the significant advances and the little steps we improve, all which drive us to progress toward a better tomorrow.
The design and service inspiration for INFINITI comes from our home in Yokohama, Japan. INFINITI products have long been designed, engineered and in many cases built here in Japan, as well as in North America. What makes an INFINITI unique in the luxury marketplace is our unique fusion of power and serenity to deliver modern Japanese luxury to customers around the world. The Japanese inspirations can be felt in our minimalist design and thoughtful hospitality in customer service.
INFINITI embraces the concept of "Ma" – Japanese minimalism - with designs that feature a sense of minimalism that is enriched with intricate elements that deliver warmth, stir emotions and deliver a human connection.
A hallmark of the INFINITI Total Ownership Experience since the birth of the brand is Japanese-style hospitality — anticipating customer needs, a commitment to the finest details from start to finish, being thoughtful and personal – to deliver products and services that are seamless, exceed expectations, and are human-centric.