Right from the start, we knew our target audience were confident and independent thinkers. This fitted perfectly with our vision of creating designs that were daring, human and progressive.
CREATIVE PEOPLE OF JAPAN
Since INFINITI first began, we’ve been inspired by traditional Japanese design and crafts. Although we’re a forward-looking brand, craftsmanship and assembling materials in a way that brings joy is something we fully embrace.
Since INFINITI first began, we’ve been inspired by traditional Japanese design and crafts. Although we’re a forward-looking brand, craftsmanship and assembling materials in a way that brings joy is something we fully embrace.
Since INFINITI first began, we’ve been inspired by traditional Japanese design and crafts. Although we’re a forward-looking brand, craftsmanship and assembling materials in a way that brings joy is something we fully embrace.
“The work of japanese artisans who produce extaordinary products with care, dedication, and painstaking precision serve as an inspiration for us.”
Taisuke Nakamura. Head of INFINITI Global Design
INFINITI embraces the Japanese concept of ma: designs have a sense of minimalism, enriched with intricate elements that deliver warmth, stir emotions and forge a human connection. Our front grille design is a perfect example: inspired by origami, the intricate pattern looks like waves on a lake.
Mitate (pronounced "mee-ta-teh") is the practice of curating materials and assembling them in a way that elevates the final product. Our team source samples of wood, leather, metal and even thread to find the most appealing and luxurious combinations. An illustration of this is our zero-gravity seats with quilted diamond stitching.
In Japanese, shitate ("shee-ta-teh") is the way materials are prepared, shaped and crafted to bring out their best qualities. When we were developing our interior wood trims, rather than hiding it, we retained the natural, open-pore quality, to give the designs a sense of authenticity.
We’ve never lost sight of the fact that our designs must address people’s true needs. We don’t use technology for technology's sake or embellish with unnecessary clutter. We design human-centric vehicles that create a stronger relationship between the car and owner.
The world’s mobility needs are changing. We need to find cleaner, cheaper ways to propel ourselves from A to B. At INFINITI, we see it as an opportunity to re-think what makes a car, a car. We’re not just designing new electric vehicles, we’re completely reimagining them, putting the driver at the center of everything we do. Our EVs are coming.Watch this space.
