As part of Nissan's plan to help expand its global market share and the worldwide presence for its premium Infiniti brand, the automaker announced earlier this week that it will move Infiniti's global headquarters out of Japan and into Hong Kong.
Infiniti’s global management team will relocate to China's commercial capital, along with Nissan’s new corporate center (NGL), to handle Nissan’s global marketing communications starting in April 2012. Meanwhile, Infiniti engineering and manufacturing will remain at Nissan’s headquarters in Yokohama, Japan. Infiniti Executive Vice President, Andy Palmer, explains why Hong Kong would be perfect place for the luxury brand to set up shop in the video below, highlighting the city is a gateway to emerging markets.
As outlined in Nissan's Power 88 plan, Nissan wants a 10-percent share of the Chinese auto market, and will expand production capacity there to 1.2 million cars annually by 2012. Additionally, Infiniti hopes to lift its global sales to 500,000 vehicles annually over the next six years. Power 88’s mission statement is for Nissan increase global market share to eight percent and increase operating profit to eight percent by 2016.
Although the move may seem unusual, this isn’t the first time Nissan has located its corporate offices in unexpected locations. The company’s move of its U.S. headquarters from metropolitan Los Angeles to the Nashville, Tennessee, area in 2006 surprised many in the automotive industry at the time. However, the move did bring the corporate offices closer to the company’s U.S. manufacturing operations in Smyrna and Decherd, Tenn., along with its plant in Canton, Mississippi.