Nissan's Infiniti is a definitely new player in the European market when it comes to premium brands. One has to have some sympathy for them, as opposed to the relative openness of the North American market, the Old World market is dominated by the long-established European brands - namely the Germans, as in BMW, Mercedes-Benz and Audi.
Here Infiniti is trying to create a vehicle that is defining for the brand and that seems a smart thing to do.
At the Geneva motor show next month, the brand will introduce a concept car that will be the "essence of Infiniti." A car that gets to to the heart of what the brand represents.
The Infiniti Essence was designed with the help of luxury goods maker Louis Vuitton and so far this hardly revealing photo is all we have. It is an obvious tease - to set off a thirst for more.
We previously reported that Louis Vuitton has designed a bespoke set of luggage to go with the concept car.
The brand will also be putting on display for the first time in Europe the G37 convertible.
No other news bits are as of yet known.
Still, collaborating with a European fashion icon smacks of sound reasoning, even without having seen the results yet.
The Infiniti Essence will debut on March 3rd at the Geneva auto show.
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Go Infiniti, as a company you have always shown more potential than Lexus for having "soul". Remember to give it an engine with a properly balanced layout, anything else doesn't really befit a luxury car.