'Power of passion'

For the China veteran who spoke Chinese throughout his interview with the press, the catch phrase for 2014 is "offensive at all fronts".

"We will further tap our potential in 2014 and continuously invest in brand building," he said.

Infiniti will also update its product portfolio in China by introducing six models to the market in 2014, including the imported premium sports sedan Infiniti Q50, a compact cross-over, the hybrid version of the 7-seat luxury SUV QX60, the all-new full-size SUV QX80, and two long wheelbase versions of Q50 and sports SUV QX50 tailored for Chinese customers who prefer more legroom.

"Meanwhile, we will accelerate building the dealer network and improving services. By the end of 2014, our dealers are expected to reach 80 and spread to more second-and third-tier cities," he said.

"For us, every region is important. Besides the current regions in the North, East and South, we will build a western base in Chengdu," said Kirchert.

"My biggest feeling since I took the job at Infiniti is that though the team is not that big, every one is full of passion and creativity. Every one has a little dream at heart - to make Infiniti bigger and stronger," he said.

"You can never overlook the power of passion. It really works," Kirchert said.