Infiniti has opened its second showroom - the Infiniti Centre Piccadilly - in the heart of London’s West End district.

The new showroom is the second outlet opened by Infiniti here during the last 12 months in partnership with distribution company Rymco UK.

Infiniti says the new showroom is strategically situated on one of the most well-known arterial streets in the capital.

The address – 77 Piccadilly - gives car buyers "significantly enhanced accessibility to one of the country’s newest premium automotive brands and model line-ups," says infiniti.

The central London showroom will be joined next year by two standalone centres in Chiswick and Hatfield in addition to Leeds and Stockport opening in the north of England.

These follow Birmingham and Glasgow sites that will commence sales later this year.

Infiniti says the showrooms are spacious, relaxed and welcoming, more reminiscent of a refined boutique hotel than a typical dealership.

The 203 square-metre three-car Picadilly showroom features sustainable materials, state-of-the-art technology and ‘inspired performance’ philosophy, individual pieces of art specially commissioned by Infiniti and the latest interactive touch-screen interface technology, as well as a dedicated hospitality lounge complete with bespoke leather furniture.

Paul Atkinson (pictured), managing director, Rymco UK said: “The opening of Infiniti’s Piccadilly boutique represents the next milestone of our long-term strategy to bring the Infiniti brand within reach of a greater proportion of the UK population, and to offer car buyers in the Capital unrivalled customer service and a unique luxury vehicle ownership experience.”

Each Infiniti owner is assigned their own customer account manager, a single point of contact throughout the entire ownership of the vehicle.

In addition, Infiniti offers free collection and delivery (within a 150-mile radius) for cars due a service, guaranteeing that owners will never feel far from an Infiniti Centre, and further ensuring that minimal inconvenience is incurred.

This is supported by a mobility package comprising roadside and touring assistance with specialists on hand, regardless of whether the customer is driving their Infiniti.

Every new car also comes with warranties covering the vehicle (60,000 miles or three years), the body (12-year anti-corrosion), and the standard Scratch Shield paint (three years against defects).