22 September 2014

Infiniti Says New London Studio will Bring Back Romance to Design

We thoroughly agree that the age of romantic automobiles is not the one we’re currently living, but one that’s a good few decades in the past and therefor we salute Infiniti’s intention to do something about it. The Japanese automaker has just opened an automotive design studio in London where it plans to “make cars look and feel romantic again.” This new philosophy will be an integral part of the automaker’s plan to expand its lineup of models by 60 percent – design work on “more than 10 new models” has already been completed at other locations in the past year and a half, and the first of these new “romantic” expressions will debut in concept form “at upcoming international motor shows;” Paris presumably will be first. We’d already seen what Infiniti’s designers are capable of when it comes to the firm’s swoopy concepts (pictured), and even the new Q50 is quite the looker, but they’ve got a lot of work ahead if they want to not only shape people’s perception of their brand, but that regarding cars in general – their stated goal… At the new London studio, “the facility will be able to design and make full-size clay models. It is one of very few full-capability automotive design centers around the world to have a city center location.”

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