• by Karl Greenberg , March 1, 2011

Nissan Motor's luxury division Infiniti used its Tuesday press conference at the Geneva Auto Show both to show a concept vehicle and to roll out a global brand strategy. Under the wraps was a car called Etherea, a harbinger of where Infiniti design is headed. The compact entry-level hybrid car is aimed at younger buyers, much as Toyota's Lexus division is doing with the new CT 200h.

Andy Palmer, SVP of Infiniti, said the Etherea concept is intended to "challenge conservative thinking about luxury vehicles" and is for consumers who "are not who their parents were; it's for those who don't want a small version of a larger luxury car." The car also evinces design elements that the company will begin to incorporate into other vehicles, such as the epicanthic headlamps.

At the debut, Palmer pointed out that the brand -- which rolled into Western Europe three years ago -- is now in 19 markets in Europe. "In our next period of growth and product expansion, Infiniti will undergo rapid expansion worldwide, as well." The company is on track to sell 145,000 vehicles worldwide this year and that this fiscal year Europe-market sales volume will double. "Our growth plans are not limited to Europe," he said. "By 2013 we will enter 25 more new markets worldwide with a focus on Southeast Asia."

The brand will officially launch in Indonesia in two weeks and in Singapore during the latter half of this year, per Palmer, who said in the past year the brand has launched a new version of the M sedan including a hybrid and diesel versions of the EX and FX crossovers and expanded its line of G-series sports sedans. In 2013, the company will launch its first fully electric sedan for global markets.

Infiniti reported U.S. sales of 9,144 in February, an increase of 29.9% versus 7,041 units a year earlier. The automaker's G Sedan saw a 50.6% increase in sales, and the M cars were up 44.2%.

As part of what Palmer said will be a global focus on branding and events to raise Infiniti's visibility as a sporting luxury marque, Infiniti has just signed a two-year partnership with Red Bull racing's Formula One program.

Covering the 2011 and 2012 F1 seasons, the partnership will focus on marketing and technical activities around the races. The Infiniti brand will have a high profile on the racing car, drivers' clothing and related team uniforms and equipment. Red Bull Racing will continue to use Nissan sibling Renault's F1 engines in 2011 and 2012.