Dongfeng enters into luxury car biz with JV with Infiniti Motor

Dongfeng Infiniti Motor, jointly established by Dongfeng Motor Corp and Nissan Motor Co, was officially inaugurated today as an independent wholly-owned subsidiary of Dongfeng Motor Co, a 50:50 joint venture between Dongfeng Motor Corp. and Nissan Motor Co.

Dr. Daniel Kirchert, MD of Infiniti China, is appointed as president of Dongfeng Infiniti; Lei Xin, former deputy general manager of Strategic Planning Department, Dongfeng Motor Corp, is appointed as executive VP. Dongfeng Infiniti says it will independently operate the Infiniti brand under the principles of ‘One Strategy, One Brand, One Team, One Channel’ to achieve corporate growth.

Dongfeng Infiniti represents a substantial upgrade of the strategic partnership between Dongfeng Motor Corp and Nissan as both carmakers are determined to jointly expand in China's luxury car market.

Xu Ping, Chairman of Dongfeng Motor Corp. said, "The establishment of Dongfeng Infiniti will realize the extension of Dongfeng Motor Corp.'s value chain into luxury segment while Dongfeng's leadership position in China's mainstream auto industry, its well-established brand and social images, and rich local resources will surely help Infiniti's healthy growth and long-term development."

"The mature and robust strategic partnership between Dongfeng Motor Corp. and Nissan Motor Co., Ltd has created enormous value for both partners and is one of the most successful cases for cross-country cooperation in auto industry," commented Carlos Ghosn, president and CEO of Nissan Motor Co., Ltd. "I believe drawing on the valuable experience of the two parties, Dongfeng Infiniti is bound to be a success that will also boost Infiniti's strategy to build a global premium brand."

Jun Seki, President of Dongfeng Motor Co., Ltd, said "After 11 years' development, Dongfeng Motor Co., Ltd has become the largest auto joint-venture project in China featuring deepest and broadest cooperation. With the new platform of Dongfeng Infiniti, Dongfeng Motor Co., Ltd formally enters into the field of luxury automobile business.”

Dongfeng Infiniti, once in operation, will be fully responsible for managing Infiniti business in China; meanwhile as Dongfeng Infiniti's important partner, Dongfeng Nissan Passenger Vehicle Company will give play to its strengths to advance together Infiniti's localisation strategy in China. Dr. Daniel Kirchert, president of Dongfeng Infiniti, said "The establishment of Dongfeng Infiniti is a leap forward as well as a new start in Infiniti's development in China. Based on the achievements already scored, we will double our endeavors to build Infiniti into a mainstream premium auto brand in China which is truly rooted here and loved by Chinese consumers."

The establishment of Dongfeng Infiniti and the upcoming start of production of the first localized Infiniti model in November represent the full materialization of Infiniti's localization project in China, and will inject new energy into Infiniti's growth drive. Locally produced Infiniti cars will come from the Xiangyang Plant of Dongfeng Nissan Passenger Vehicle Company.

The first batch includes two models tailor-made for China: the premium sports sedan Infiniti Q50L and the long wheel-base SUV Infiniti QX50. Xiangyang Plant implements Infiniti's global manufacturing standards and is on a par with the Tochigi Plant in Japan according to an internal assessment. With local production in China, Xiangyang becomes Infiniti's third global production base after Tochigi in Japan, and Smyrna in USA.

Milestones of Infiniti localisation in China

May 28, 2012 – Infiniti localization agreement signed.

August 29, 2014 – the first localized Infiniti model, Infiniti Q50L debuted at Chengdu Motor Show.

September 2014 – Inauguration of Dongfeng Infiniti Motor Co.

By end-2014 – Start of production of Infiniti Q50L (pictured above).

Early 2015 – Start of production of Infiniti QX50 long wheelbase.