The future of Infiniti and beyond

It's tough for anyone to make a break and take a leap into the unknown. More so, if you've spent 18 years in the automotive industry with one of the most prominent luxury brands the world has known.

However, that's exactly what 50-year old Roland Krueger did. Since the start of 2015, the former Senior Vice President at BMW Group and regional Head of Operations in the German market set about his new position, wearing two hats as the President of Infiniti Motor Company, Ltd. and Senior Vice President of Nissan Motor Co., Ltd.

Despite his new roles, one fact remains, and that's how diplomatic the Hong Kong-based German's responses are.

Asked the burning question about why he left BMW for Infiniti, Krueger calmly replied, "There are new prospects out there, and I think Infiniti was a huge one. Infiniti may be a younger brand in comparison to other players in the luxury car field, but I see a lot of opportunity for us to grow."

"I believe it's wonderful to develop a brand, a company and a team, to take part in new product development and see them emerge. For reasons as such, I decided to take on this challenge." 

What, then, is his strategy to increase Infiniti's growth?

"Apart from just developing the company, we also have to improve our network, and have good partners - this is something I tend to emphasise a lot, in terms of the partnership with our dealers, retailers and importers," he said. Krueger continued to rationalise that having strong partners is key, because they are profitable.

"We need to ensure the development of such partnerships further. On top of that, creating interesting, new products and having great people who are driving the business are also the keys to achieving those goals." Such a partner is Wearnes Automotive, which Krueger said is doing a fine job. However, he believes that there is room for improvement.
"Last year, we've grown by 15 percent but we must not rest on our laurels. Infiniti has to continue to grow. That is our prime focus now," he said. "What we have to do is study the markets worldwide, grow those markets, and push the brand," he further stated. Sales percentages aside, the strong-minded Krueger remarked that Infiniti is a premium marque and come what may, it's important that it remains exclusive and provides premium services to its customers.

Since the Industrial Design graduate began his journey in the automotive industry as a Designer for Interiors and Exteriors at Mitsubishi Motors Europe, we raised the question on his thoughts of Infiniti's design language.

To which, he positively replied, "Infiniti has a very strong and unique design language. If you look at the Q30 and Q50, those are cars that are unquestionably unique and outstanding. Our design language is a strong one that's developed over time, which distinguishes Infiniti from our competitors. And, we continuously ensure that our designers continue to push the design forward."

The old-timer lightens up considerably as he joyously described the visual characteristics of the cars. Some of Krueger's favourites include the new Infiniti Q30, a premium hatch that shares Mercedes' A-Class tech, and the new Q50, which is powered by a 3.0-litre twin-turbocharged V6, pumping 395bhp and features the brand's signature Direct Adaptive Steering.

Judging from his usual prim and proper German demeanour, it's forgivable to mistake him as a man who is just pure work and no play. But astonishingly, Krueger is also a seasoned skier and trek adventurer who enjoys local cuisine - Hainanese chicken rice is his best-loved Singaporean dish.

It comes as quite a surprise, too, that the car of choice for the arduous trips he continues to make time for, isn't a Sport Utility Vehicle. Rather, it's the tarmac-destroying Q50.

While there isn't any word on when Singapore gets a taste of the new Q50, the Q30 is expected to hit our shores in the second half of this year.