YOKOHAMA, Japan -- A year and a half after taking the helm, Infiniti President Roland Krueger is repositioning the luxury brand with a focus on sporty driving with the new S-badged performance models.
The brand is also debuting a fresh global tag line, "Empower the Drive," to accompany the U.S. launch of the redesigned Q60 coupe this year.
Nissan Motor Co.'s premium brand will fortify its lineup with an expanded range of Red Sport trim packages, Krueger said at a briefing this month at Nissan's global headquarters here.
For a small brand such as Infiniti, standing out means picking your battles, he said.
"I would call it the next step of evolution," Krueger said. "We want to be a leader in some of the technologies and some of the performance. That is an ambition of us, No. 1."
Infiniti is staking a claim to three areas: engine technology, autonomous drive systems and design. Nissan CEO Carlos Ghosn is betting the formula will turbocharge Infiniti's meager sales and lift it into the upper tier of luxury marques.
Last year, Infiniti sold 215,250 vehicles worldwide. In the first six months of 2016, sales were up 7 percent to 110,200.