Infiniti is entering the Singapore market as part of an aggressive plan to increase its global presence, says Mr. Toru Saito, corporate vice-president of the Global Infiniti Business Unit.

"Singapore is the third of 25 markets worldwide where Infiniti will be introduced between now and 2013," explains Mr. Saito. Infiniti already has a strong following in the US, he says, and with Singapore's luxury automotive market increasing over the years, it wants to satisfy this demand, which it expects will continue to grow.

Infiniti is the luxury division of Japanese carmaker Nissan. The brand has been a success in North America since entering the market there more than 20 years ago.

"Infiniti was the fastest-growing import luxury brand in the United States last year and is expanding rapidly across the globe," says Mr. Saito. "For a start, we will accelerate the momentum of worldwide business expansion, and will successively land in Indonesia, Malaysia, Singapore, Australia and Chile."

The brand is now in more than 36 markets and over 300 retail centres worldwide. By 2013, Infiniti will enter 25 more markets worldwide, with a particular focus on South-east Asia.

Mr. Saito says that another reason for coming to Singapore is that right-hand-drive Infiniti cars are now available. Unlike Lexus, which is the luxury division of Japan's top carmaker Toyota and which has been in Singapore since late 1991, Infiniti started making right-hand-drive models again only about three years ago.

Three models will be introduced when the brand is officially launched this weekend by Wearnes Automotive - the FX37 SUV, the M37 sedan and G37 convertible. Each is powered by a 3.7-litre V6 engine, although a 5.0-litre V8 is also available.

Mr. Saito says that Infiniti represents performance and sportiness in luxury. "Combining exhilarating performance, emotive design, unrivalled Japanese craftsmanship and innovation, Infiniti cars give our drivers a complete sensory experience."

Also unique is Infiniti's sales and service philosophy. Known as the "Total Ownership Experience", it is a core part of Infiniti's DNA, says Mr. Saito.

"The Total Ownership Experience is a promise to our customers that they will be well taken care of throughout the entire period of Infiniti ownership with our personalised service and great attention to details."

After entering the US market, Infiniti then extended its global footprint to Canada in 1990, the Middle East in 1996, Taiwan in 1997, South Korea in 2005, Russia in 2006 and China in 2007.

"Infiniti is going to capture new opportunities in emerging markets, and China will play a key role for our global growth," says Mr. Saito. "As the global market for luxury vehicles grows, Infiniti will undergo rapid expansion worldwide. Globally, we are on track to sell more than 145,000 units worldwide."

But for the local market, Infiniti is not focusing on volume in the short term. "Our main priority will be to establish the brand in Singapore," he says, expecting the first full year of sales to reach 200 units.

"Our first priority will be to build the brand and deliver outstanding customer experience. In the longer term, we would like to achieve a market share of 10% in the premium segment."