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In a glittering ceremony, Maqbool bin Ali Sultan, minister of commerce and industry, inaugurated the first exclusive showroom built on Infiniti’s unified global retail concept, Infiniti Retail Environment Design Initiative (IREDI) platform last month. Also coinciding with the launch of the new outlet, Infiniti unveiled the redesigned “M” range -- the all-new M37 sedan in addition to the M56. The M37 and M56 sedans come in rear-wheel drive configuration and will be offered with a choice of grade levels. The M37 can be specified in three different grades -- ‘Excellence’, ‘Luxury’ and ‘Sport’ -- while the M56 is available in two grades -- ‘Luxury’ and ‘Sport.
“The luxury market is experiencing some dramatic changes in consumer behaviour. The need for creating the sense of “exclusivity” has been a big challenge for marketers of luxury goods and services,” said Colin Dodge, executive vice-president Europe, Middle East, Africa (EMEA), India and Board Member of Nissan Motors.
The showroom’s design highlights features that are energetic and modern with an accent on natural materials and open lighting. The layout provides a dramatic reveal of the Infiniti vehicles and highly convenient functional areas. The IREDI concept includes two aspects, a dynamic exterior which gives visitors a sense of warmth. A glass wall and the Infiniti logo with strong visual impact at night are some of the most distinctive features of the showroom from outside. Secondly, the interior includes a spacious separate lobby area and exclusive display area.
