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The Infiniti brand was introduced in the United States in 1989. The marketing strategy was to target the premium vehicle segments in the United States that would not have otherwise fit in with Nissan's more mainstream image. The first Infiniti launched was the Q45. A second model was introduced in 1990, the 2-door M30. In 1991, Infiniti introduced a third model, the Infiniti G20. For the 1993 model year, Infiniti introduced a rounded J30 with only one engine option, the 210 hp VG30DE.
By 2000, Infiniti was facing extinction. The company rededicated itself to developing a dynamic and powerful line-up of sporty luxury cars. Although this effort began with a completely redesigned Q45 flagship for the 2002 model year, it was the G35 that helped sales improve for Infiniti in 2003.

The release of the sport-tuned FX35/45 crossover that same year piggybacked on the G35's success. The FX used the same components as the G35 sport coupe and was designed for American tastes. It combined good handling and performance with station wagon-like versatility and all-weather capability.
For the 2007 model year a redesigned version of the G35 sedan was introduced, followed in 2008 by a new version of the company's G coupe, the G37. The coupe was first unveiled at the New York International Auto Show.