LAUNCHING a new brand is difficult at the best of times but doing it in the depths of one of the worst recessions the world has seen in decades might be seen as a recipe for disaster.

But when you're a global car giant like Nissan and your new brand is the upmarket offshoot that is Infiniti maybe it doesn't seem like such a bad idea after all.

In truth Infiniti isn't an all-new brand, it has been available in the American market for some time- but it is new to Britain.

Competing in the premium segment is about branding as much as quality, though you could argue the two are intrinsically linked.

But putting it more simply if you think of famous prestigious badges like BMW, Mercedes and Audi there's no disputing people buy them for the cachet of the marque as much as anything else.

Taking on the Germans is a tough task at the best of times, though there have been notable success stories.

Jaguar has always done well and Lexus has certainly risen to the challenge, though companies like Volvo and Saab have probably found it more of a struggle. And any time French car makers try and produce something a bit more premium it doesn't really push the buttons, at least as far as UK buyers are concerned.

No doubt Infiniti will be aiming to ape what Lexus have done, or probably even surpass them.

And while no-one is expecting Infiniti to unseat the German triumvirate from their lofty and enviable premium perches there's certainly an opportunity to make a mark and after that, who knows what the future might hold.

There's no doubting the range is dynamic and eye-catching. There's a decent selection of models too and they certainly stand out from the crowd.

The G37 saloon is one of the more affordable cars (it starts at around £33,000) and is the sort of vehicle someone buying a BMW 5 Series, Mercedes C Class, Audi A6 or Jaguar XF might consider as an alternative.

While not having some of the head-turning looks of some of Infiniti's slightly more salubrious models the G37 does look good.

In fact it attracted inquisitive looks and glances pretty much everywhere I drove it and there were even a few head-turning episodes too - though I was slightly concerned about the Rover driver who passed me on the motorway and then turned round as he was driving to have a good gawp.

It certainly has that executive saloon presence, conforming to the current kind of design lines favoured in the premium segment.

A big effort has been made to create a sumptuous interior that impresses from the off. Switchgear is about as good as you could ask for and the styling, ergonomics and finish stand out.

There's a nice spacious and open feel in the cabin and comfort levels are high too.

The G37 offers a decent drive too. It might not be up the undoubted class leading capabilities of the 5 Series when it comes to driving dynamics but it still fares pretty well.

I drove it on a variety of roads and it put in a commendable performance and combines good handling with exemplary ride quality.

The big 3.7-litre petrol engine is sweet, smooth and potent, though a diesel alternative is desperately needed if the G37 is to compete with its rivals.

My only disappointment was a boot that wasn't as big as I thought it might be, given the executive positioning of the car.

Overall though the G37 represents a good premium alternative.

Has it got enough to tempt people away from the big boys? Well, only time will tell - but if I was a betting man I would say the answer is probably yes.