INFINITI PROTOTYPE 9

The Pebble Beach Concourse d'Elegance is a unique and exclusive auto show with a long tradition of legacy brands. Competitors like Mercedes-Benz and BMW have been around for over a 100 years and use their heritage as a way to define their leadership. As a challenger brand with almost no history, INFINITI needed to earn a seat at the luxury table. So for 2017, we asked ourselves, what if INFINITI had a secret history? What would that look like? Together with INFINITI, we created “The Car That Never Was” - The INFINITI Prototype 9. The hypothetical scenario included a timeline of how it existed in history, where it was found, and how it ended up at the car show. Inspired by our idea, Alfonso Albaisa, Global Design Director at INFINITI, and his design team ran with it and built a fully functional sports car.

In addition to being the main feature at the Pebble Beach Concourse d'Elegance, it also gained a ton of press in the auto industry. Although CP+B was not mentioned in the press release, we are grateful and happy to know we played an integral part in all the creation of this car.

“It started as a simple thought – what if we found a car, down at the southern tip of Japan, buried deep in a barn, hidden from all eyes for 70 years? What if in this car we found the seed of passion planted during our first Japanese Grand Prix and the power and artistry of INFINITI today? What would this discovery look like?” 

Alfonso Albaisa, Senior Vice President, Global design, INFINITI.

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