Since launching in 1989, INFINITI (the luxury automotive brand owned by Nissan) has been bringing modern style, innovative technology, and nature-inspired elements into its lineup of models.

Ranging from the Q45 sedan and FX50 crossover to the newly launched 2025 QX80 (recently named a Top Pick in the 2024 Newsweek Autos Awards), the company has been creating stylish, tech-forward automobiles for the past 35 years. But the brand is so much more than just moving, sculptural pieces of metal…

In celebration of its 35th Anniversary, the company honored its Japanese heritage and evolution in design during last month’s Monterey Car Week festivities through a variety of consumer-facing events and activations that not only highlighted its automobiles, but also showcased the brand’s generosity, hospitality, and authentic integrity.

Having gotten to know the company and its team over the years (both through attending nearly 20 years of Monterey Car Week events and a recent media-hosted drive experience in Napa Valley earlier this summer), I’ve gained a greater appreciation for the thoughtful design process they undertake in developing each model.

Every design and styling aspect within each model is carefully thought through and even has a backstory.

For example, in the 2025 QX80 full-sized SUV, the front grille was designed to resemble the towering bamboo forests that flourish in Kyoto, the storage surfaces were inspired by delicately raked grains of sand in Japanese Zen Gardens, the taillights were created to personify the illumination of city lights reflected on the rippling of a pond, and the signature lighting mirrors the rhythmic design of piano keys. Each of these shapes inspired the design of these notable elements, creating a standout style that captures your attention while connecting you more intimately to the brand itself.

In addition to this, I’ve learned firsthand how each member of their team truly cares about creating a warm and welcoming atmosphere for valued customers, guests, members of the press, and just about everyone they meet along the journey. This sense of inclusive and heartfelt hospitality comes from the Japanese word “Omotenashi”, which refers to the intention of mindful hospitality, by making sure your guests feel taken care of. This attitude of intentional inclusivity makes people feel like they’re part of the INFINITI family, which exudes the soul of the brand.

The executive and management team truly acts like a family, as they create a fun, engaging, and encouraging atmosphere for their team members and everyone they work with. This wholesome and supportive environment inspires people to do their best work while creating a positive corporate culture that motivates employees to stay for the long haul.

As evidenced by this, Alfonso Albaisa (pictured above, middle) has worked at Nissan since 1988 and has led the designs for both Nissan and INFINITI for multiple decades, in addition to Craig Keeys (pictured above, second left) who has been at the company since 1998, starting as a Nissan warehouse operator and working his way up to Group Vice President for INFINITI Americas. These are just a couple of examples of key figures who have been passionately committed to driving the company forward for many years, paving the way for their team to find success.

I point this out because it’s one of the key aspects that separates INFINITI from many other global corporations.

In the current era we’re living in, people often job-hop from one company to the next, thinking the grass is greener elsewhere, but that doesn’t seem to be the case here.

Many of the employees seem to stay here for years because they find their roles and work relationships fulfilling, enjoyable, and progressive. This sense of inclusivity and mutual support not only helps bring out the best in people but also creates an atmosphere that extends far beyond the walls of the business itself.

Every person who connects with INFINITI (whether it’s a customer, a dealer, a member of the press, etc.) feels a sense of inclusivity and kindness when speaking with them.

In addition to this expression of hospitality and warmth, INFINITI also has a generous spirit that focuses on strengthening and uplifting communities through charitable donations.

For example, at this year’s Pebble Beach Concours d’Elegance, INFINITI donated a 2025 QX80 SUV (including a 2-year lease) to help raise funds for underprivileged children in Monterey County. One of the main objectives of the annual event is to give back to the community and those in need. Through this annual Charity Drawing, a select group of charities can raise much-needed funds by allowing donors to win cars donated by our generous sponsors—and the charities get to keep 100% of the proceeds.

INFINITI not only shows evidence of its core values (which are reflected in both its automotive designs and through its thoughtfully planned events), but it also brings this sense of hospitality to its valued customers as well. For example, the first customer who took delivery of the new QX80 got a special experience in store for her.

As explained in a press release, “To celebrate that connection and make her experience even more memorable, Warren Henry INFINITI in North Miami had an extra surprise for the client: a personal meeting with Alfonso Albaisa, Nissan Motor Corporation senior vice president for Global Design. He shared highlights about the SUV’s stunning design and advanced technology before handing the vehicle over to its new driver, who drove away with an even greater appreciation for the model’s inimitable new design.”

During Monterey Car Week, INFINITI hosted its Design Dinner, which is a relaxed, welcoming environment that enables its team members to get better acquainted on a personal level with selected members of the press, ranging from automotive editors to lifestyle journalists.

At this year’s event, we were treated to a special presentation by Marleen Yowakim (Corporate Communications Manager at INFINITI), Alfonso Albaisa (SVP for Global Design for Nissan Motor Corporation / INFINITI), and Taisuke Nakamura (Head of Design for INFINITI).

In speaking with Shelley Pratt (Director, Marketing Communications & Media at INFINITI), she told me that INFINITI is currently working on a new partnership with Lifetime Fitness, to offer fun-filled test drives and memorable experiences for their patrons. Through a series of activity-oriented events hosted at various Lifetime Fitness facilities across the country, INFINITI will be showcasing the new QX80 while introducing fitness enthusiasts to their brand this year.

Shelley further explained “With the launch of the all-new 2025 QX80, we fundamentally changed our marketing approach. Traditionally, our marketing has focused on a single target customer. However, decisions for the QX80 are not made individually, and large household decisions are made as a team. This realization led us to shift our focus to the power couple persona in our marketing strategy.”

Relative to Car Week itself, she said, “INFINITI showed up at Monterey Car Week in a big way. We had an incredible activation featuring the all-new 2025 INFINITI QX80 and INFINITI QX60 at The Quail, sponsored the Pebble Beach Concours d’Elegance, and showcased our brand and vehicles at the Japanese Automotive Invitational for the fifth consecutive year. This event is a special celebration of automotive culture and excellence, and INFINITI is proud to be a part of it.”

These are just some of the many ways that INFINITI goes above and beyond to surprise and delight customers.

After enjoying leisurely cocktails and conversations on the patio overlooking the Spanish Bay Golf Links with their team members (including Vinay Shahani, SVP and Chief Marketing & Sales Officer for Nissan North America, and Andrea Cano, Senior Communications Specialist for INFINITI Motor Company), we were brought into a room inside The Inn at Spanish Bay to learn about the design evolution of the models they’ve created over the past 35 years.

In addition to hearing funny stories from Alfonso (who’s known for his jubilant sense of humor and theatrical personality), he and Taisuke also explained the inspiration behind many of the notable models the company has produced, ranging from the Q45 to the FX50 and beyond.

After the presentation, we were treated to an intimate, sit-down dinner in Pèppoli Restaurant, which gave us the chance to get to know one another even better.

During dinner, I was seated next to Craig Keeys, and we talked about everything from supply chain operations and ideal dealership locations to the brand and corporate culture.

He said, “For 35 years INFINITI has celebrated iconic, luxury vehicles. And more than that, the experience behind those vehicles is the notion of thoughtful hospitality; that our clients are our honored guests and the experience matters as much as the vehicle itself. As we continue our product renaissance journey, we promise to carry our design heritage and hospitality roots into the next 35 years and beyond.”

But the journey didn’t stop there. Throughout Monterey Car Week, INFINITI also hosted the 5th Annual Japanese Automotive Invitational (JAI), in partnership with MotorTrend. This special display at The Concours Village exemplified Japanese technology, design, and performance by showcasing a variety of vehicles including the 2003 INFINITI FX45, 1991 INFINITI M30, 1971 Nissan Hakosuka GTR, 1991 Nissan Figaro, and other historically significant cars.

Finally, as the week came to a close, we gathered again at the INFINITI hospitality pavilion on the 18th Fairway of the Pebble Beach Golf Links to enjoy lunch al fresco overlooking the spectacular display of vintage automobiles participating in the renowned Pebble Beach Concours d’Elegance.

As each Monterey Car Week comes and goes, one thing remains the same – INFINITI’s long-standing position as a title sponsor and significant participant in this automotive extravaganza brings global awareness to the brand’s powerful presence and inspiring persona.

Their robust lineup of stylish and tech-forward automobiles combined with their team’s ability to exemplify traditional values infused with progressive thinking makes the brand much more than just another luxury automaker – they’re a company that exudes true leadership qualities and a radiant spirit that shines through everything they create and do.