“A lot of planning goes into any of those appointments in terms of where the facility is going to be and what format it will take,” Lewis says.

“Up until now, all bar one of our facilities have been brand new.”

An Infiniti dealership has the feel of a five-star boutique hotel, according to Lewis, with an emphasis on a high level of hospitality.

A trainer is employed to assess each dealer every month on standards and performance.

Consultants from the hotel industry also make sure Infiniti is up to scratch on hospitality.

“Everything is designed to look after the customer - regardless of whether they are fleet or retail customer – and to look after them better than anyone else, based on the Japanese reputation for hospitality,” Lewis adds.

“Everyone is important to an Infiniti dealership.”

Keeping promises

Lewis insists that Infiniti can deliver on its residual value promises.

“As we develop more dealers, the demand for used Infiniti will grow,” he says. “The demand from our network will outstrip the ability for us to supply.

“We sold 300 Infinitis two years ago, nearly 600 last year and we will sell 600-700 this year.

"We only have to appoint 20 dealers by 2015 to soak up those cars.”

It is important that leasing companies and residual value influencers understand what the next stage is for Infiniti and have the opportunity to experience the cars, according to Lewis.

“People have to trust us,” he adds.