Infiniti (blinow61/Bigstock.com)

Japan's Nissan is well known for high quality, reliable cars – but less so for luxury vehicles. Its high-end subsidiary Infiniti, however, is taking aim at premium cars from the likes of Audi and BMW.

But brand recognition appears to be a serious problem for the Yokohama-based multi-national; they sold just 734 cars last year in this country.

In the UK, Infiniti wants to offer its buyers something new. A fresh aftersales experience and a number of large pop-up showrooms will spearhead the brand's approach in Britain.

One such pop-up showroom has opened in the atrium of the Westfield London shopping centre, in a ceremony attended by F1 driver Daniel Ricciardo.

The showroom will give would-be buyers the chance to browse brochures as well as sit in and test-drive Infinitis.

“If we find it works – and so far, the signs are good – then I think there’s a strong case for it,” said Carl Bayliss, Infiniti’s UK country manager – suggesting other British cities could see these pop-up showrooms too.

However, the 'pop-up' car sales approach will supplement more traditional showrooms. Infiniti intends to double the number of UK showrooms over the next few years.

Infiniti customers may benefit from a dedicated concierge-style aftersales experience; a single person providing a single contact-point for customers, arranging servicing and repairs as and when required.In short, Infiniti hopes to take ground from rivals by offering something entirely different. François Goupil de Bouillé, head of Infiniti’s European operations, said: “There is a certain expectation with our rivals of how things are done. We have a lot more flexibility.”