Infiniti opens its first UK dealership on Saturday September 12 in Reading, Berkshire.
However, the luxury brand is keen to point out that the dealership in the town's Rose Kiln Lane is no ordinary showroom.
Original artwork hangs on the walls, there are leather sofas, hi-def TVs and interactive computers. The company stresses that every Infiniti dealership follows a layout to emulate 'an exclusive boutique hotel'.
You can't escape the luxury touches when you take an Infiniti on a test drive the music on the CDs supplied in every car was chosen and recorded by Infiniti.
The company also says that every customer will have their 'customer account manager' who will be the single source of contact for the whole time they own the car.
Infiniti plans to open eight more Infiniti dealerships in the UK by the end of 2011, in London, Birmingham, Glasgow, Stockport and Leeds.
Infiniti also offers free collection and delivery of cars due a service within a 150-mile radius of the dealership, to entice customers who might otherwise think dealer support is too far away.