PRE­MIUM Q30

Rutherglen Reformer - - Drive Time Extra - In­finiti show star

In­finiti has re­vealed its first ever Euro­pean-built model, the all-new, Q30 pre­mium com­pact cross­over, which will be built at the Nissan fac­tory in Sun­der­land .

Mak­ing its world pre­miere at the Frank­furt mo­tor show the Q30 is de­scribed as a new type of pre­mium ve­hi­cle for a new type of con­sumer and is the first step in the com­pany’s am­bi­tious plans for global growth.

In­finiti has its HQ in Hong Kong but is part of the Nissan-Re­nault al­liance and has fac­to­ries in Ja­pan, China and the USA as well as the use of the Nissan fa­cil­ity in the UK where £250 mil­lion has been spent on plant ex­ten­sions. Over 300 new jobs have been cre­ated to sup­port Q30 pro­duc­tion.

In­finiti says the Q30 is de­signed for a new gen­er­a­tion of pre­mium car buy­ers who are not will­ing to be de­fined by their choice of ve­hi­cle body type.

Ac­cord­ing to the com­pany’s mar­ket­ing gu­rus, these buy­ers want a car which is an ex­pres­sion of ‘self’ rather than ‘sta­tus’, and they in­sist on set­ting their own stan­dards through unique, cat­e­gory-de­fy­ing prod­ucts. For them, per­son­al­is­ing a brand is a means to in­di­vid­ual ex­pres­sion – a ‘made for me’ ap­proach that is at the core of new lux­ury.

The car it­self takes its sig­na­ture de­sign cues from a con­cept model first shown at the 2013 Frank­furt show. As well as a ‘stan­dard’ SE model it will be of­fered in two ‘ be­spoke’ ver­sions - Pre­mium and Sport which will have their own unique per­son­al­i­ties, in­clud­ing de­sign, di­men­sions and driv­ing per­for­mance.

In­finiti says that ev­ery de­ci­sion that

Show stop­per the Q30 is be­ing built at Nissan’s UK plant

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