Emerg-e Set to be a Green Turning Point for Infiniti

It looks like Infiniti might use the launch of its Emerg-e hybrid sports car at the Geneva Motor Show as the first step in the transition to a greener image. 

"Technology makes it easier to marry environment and performance and we want drivers to be able to enjoy the performance of a luxury car without feeling guilty. The concept car isn’t a vehicle that’s currently available to buy, but it’s a brand exploration of what high performance means to Infiniti," said Wayne Bruce, European communications director. 

Until now the brand had been seen, at least in the US, as a bit of a basket case. Despite launching in the US in 1989 with the Q45, the brand did not really become well known in the US until the G35 brought a real, direct fight to the BMW 3-series. However, where BMW has a full line of world class luxury vehicles, Infiniti's only other real winner was the FX compact, luxury SUV, which happens to be based on the same chassis as the G35. The brand lacked an overriding image. It seems that it now is pushing two directions - performance with its tie-up with Red Bull Racing and now this possible push as a green luxury car maker. 

Source: Green Car Website