Commenting on the establishment of the studio, chief creative officer Shiro Nakamura said: ‘We have made the strategic decision to establish dedicated design studios for Infiniti in order to sharpen the Infiniti brand further. The London Paddington studio is the first example, and other global studios in San Diego (United States) and Beijing (China) will follow suit. Simon Cox as the design director for the London studio will play a key role in the evolution of Infiniti design.’

Cox will report to Infiniti executive design director Alfonso Albaisa and brings over 30 years’ experience in the automotive industry, with companies such as Peugeot, Ford Motor Company, Lotus Engineering, Isuzu Motors and General Motors.

‘Taking on the role of design director, Infiniti Design London is an exciting challenge,’ Simon said. ‘The new Infiniti design studio in London is a great opportunity to develop the Infiniti brand and products from a European perspective.’