LAUNCHING  a premium marque is difficult at the best of times, but bearing in mind Infiniti's arrival in Europe coincided with the worst economic downturn in living memory and you have to conclude this fledgling brand has certainly had its work cut out.

Its progress since then could probably best be summed up as being slow but steady, though talk to anyone behind the scenes at Infiniti and they'll tell you while they know it's quite a journey they've embarked on they're in it for the long haul and determined to succeed.

That long-term vision includes astute, though no doubt expensive, Formula One sponsorship, but given the Infiniti Red Bull Racing team is by far and away the pre-eminent one at present that was probably a very shrewd move.

Success in the premium segment depends on two things essentially - quality of the highest order and brand cachet.

Infiniti certainly has the former but the hard work will be in building that brand, a tough task when competing against the likes of Audi, Mercedes-Benz and BMW and these days Jaguar too.

Infiniti's approach thus far seems to have been based on being a little bit different and eye-catching, though I imagine the next generation of models will be more mainstream.

The M series does a good job of being an executive saloon that stands out, though it might not be to all tastes.

It's certainly a striking looking car that combines sultry curves with muscular bulges to create a profile that sets it apart from others in the segment. If you're one of those people who dares the be different the M series will certainly appeal.

When it comes to quality it feels like no corners have been cut whatsoever, the cabin having that old-fashioned country club on wheels character but with the very best of the modern world too.

Despite there being a multitude of switches it's very user-friendly and easy to feel at home with.

Infiniti's Drive Mode Selector offers the opportunity to choose between four driving modes - Sport, Normal, Snow and Eco. 

The Normal mode is a capable all-rounder, smooth generally but sprightly when required but I preferred the Sport mode - the car taking on a more aggressive character with a noticeable performance boost.

The Eco mode, while less engaging, offers a transformation in the other direction. It might feel sluggish in comparison but it makes a big difference when it comes to fuel economy and is well suited to slow progress when driving around town.

The M30d is an incredibly comfortable car to travel in - with glide-like ride quality to rival even Mercedes' finest - and proved a joy to drive on all manner of roads, from motorways to winding A roads.

It also has an impressive array of intelligent driver aids and anti-collision systems. The Dynamic Safety Shield package includes intelligent cruise control with low speed following, blind spot warning and blind spot intervention systems.

In addition devices like active noise control, distance control assist, forward collision warning, lane departure warning and lane departure prevention and intelligent brake assist offer the kind of technological assistance that deliver a level of safety that feels reassuring.

As far as driving dynamics are the M30d is an agile and spirited performer that doesn't disappoint. On this model the sports suspension, dynamic cornering enhancement and four-wheel active steering assist considerably in this regard.

The M30d certainly represents a tantalising option if you're in the market for an executive saloon, offering most of the best features of many of its competitors in a single package.