Hong Kong-headquartered premium carmaker Infiniti Motor is introducing innovative technologies, such as autonomous driving, into its growing lineup of cars to fulfill its ambitious goal of offering more enjoyable rides and creating a safer world for drivers.

Infiniti President Roland Krueger shared the company's thoughts and plans about autonomous driving at the China Development Forum on March 19. It was the second time for Krueger to be invited to the high-profile political and economic event as the only speaker from the premium auto sector.

The forum also featured high-tech moguls such as Facebook CEO Mark Zuckerberg, Alibaba Chairman Jack Ma, Uber CEO Travis Kalanick and Xiaomi CEO Lei Jun.

Different approach

Krueger said in his speech that Infiniti's concept of autonomous driving difers from the driverless cars proposed by tech giants like Google because people are at front and center and the technologies are expected to offer more enjoyable rides.

"We do not believe in driverless self-driving vehicles. Hence, our autonomous technologies will offer a choice, alternatives and assistance to the driver - and ultimately make him or her an even better driver.

"We are convinced that driving should be a fun activity as much as possible, and people will want to enjoy an exhilarating ride. This is why we don't want to take the driver out of the equation."

Also, autonomous driving has the potential to cut down on the number of traffic accidents because it can virtually eliminate driver error, which is responsible for 93 percent of traffic-related fatalities and injuries in the world, said Krueger.

Autonomous driving is not a one-sided desire of automakers like Infiniti. A series of studies conducted last year by a number of agencies across the globe showed that many consumers are positive about the future of autonomous driving and are open to trying and buying an autonomous vehicle.

"Interestingly, one of the key reasons why consumers are so intrigued by autonomous vehicles is that they don't have to park such a vehicle - which is oftentimes time-consuming, stressful and costly in case of resulting vehicle damage," said Krueger.

That wish is soon becoming a reality. Krueger said Infiniti will offer a number of cars featuring autonomous technologies in the next few years. Its parent company, Nissan, is one of the first companies to announce a long-term road map for autonomous driving.

"Autonomous driving has several steps and step one is now," said Gaby-Luise Wuest, president of Dongfeng Infiniti and managing director of Infiniti China.

She said Infiniti's Q50 sedan is one of the few vehicles today that boasts semi-autonomous technology, like direct adaptive steering technology, and offers drivers new levels of control and precision.

Later this year, the Renault-Nissan Alliance, of which Infiniti is a member, will begin selling vehicles with "single-lane control", which will allow the cars to drive autonomously and safely in heavily congested traffic on highways.

In 2018, its cars will have "multiple-lane control" to autonomously negotiate hazards and change lanes during highway driving. More advanced autonomous-driven cars that can navigate city intersections without driver intervention will hit the market by 2020.

Spirit of innovation

What underlies Infiniti's dedication to innovation including autonomous technologies is its tradition of being creative.

"At Infiniti, we foster entrepreneurial spirit. We want to go the extra mile, create new ideas and be creative within the company," said Krueger.

Its global network of design centers, including one in Beijing, is an example of competition and innovation within the company and its readiness to tap global talents.

Wuest said the design network enables the automaker to tap the best of its designers who have a better understanding of local markets.

Their distinctive designs have won the hearts of many young and youthful customers. Wuest said the brand's impressive sales performance in the Chinese market would be impossible without "the young, dynamic and daring people with entrepreneurial spirit" in the country.

Infiniti has been the fastest-growing premium car brand in China for two years in a row and its sales in the first two months of 2016 grew 28 percent year-on-year, much faster than the average growth rate in the premium auto sector.

The automaker is also tapping into creative ideas outside the company's confines. Infiniti started a program called Infiniti Lab in Hong Kong last year, an initiative about smart city solutions, and attracted 145 startups from 38 countries and regions to file applications.

"It is a great way to capture new ideas from innovative and creative people and a good way to tap this potential for us as a company," said Krueger, adding that the company is also considering running the program on the mainland.

Infiniti also places a high priority on the spirit of jujiang, or master technicians, that has been a point of emphasis for both the company and Premier Li Keqiang.

"Great craftsmanship is deep in our DNA. In premium manufacture, you have to pay attention to detail and you have to have the concept of great craftsmanship," said Wuest.

She said Infiniti currently has 36 jujiang at its plant in Hubei province "who do a lot of training, a lot of tests and at least 10 years of experience in production".

Krueger said craftsmanship initiates a virtuous cycle.

"It provides the highest of quality to customers and ensures continuous improvement in production itself. If you have master technicians who teach others how to do things, over time you will have a workforce and production system that innovates and advances step by step."

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