It’s hard not to compare Infiniti’s commercial success with Lexus’s, seeing as they are both Japanese luxury brands initially aimed squarely at the North American market and which both arrived there in late 1989. Where Lexus has gone from strength to strength, Infiniti’s track record has been markedly less consistent. Although there’s been some promising growth of late, Infiniti still seems to be on unsteady footing. Let’s take a look at what they’re doing right and what they’re doing wrong.
The great hybrid cull and non-existent EVs
The qualifier here is that Infiniti’s hybrids were never strong sellers. Still, Infiniti was late to the hybrid game – its first hybrid, the M35h (later renamed Q70 Hybrid) was introduced in 2011, six years after Lexus’ first hybrid. It was an impressive system, mating an electric motor to the acclaimed VQ35HR 3.5 V6 and a seven-speed automatic and producing a combined 360 hp and 391 ft-lbs. It wasn’t as refined as a Lexus GS450h and its trunk space was severely restricted by the placement of the lithium-ion battery pack but it was a rapid, high-tech flagship for the brand. Alas, the hybrid option was axed from the aging Q70 lineup in 2018.
Then came the tamer Pathfinder-derived QX60 Hybrid. Using a supercharged 2.5 four-cylinder and an electric motor, good for a combined 250 hp and 243 ft-lbs, the Infiniti beat Lexus to the hybrid three-row crossover market by four years. Again, it was axed from the US market for 2018, though it lives on in some markets, including China.
Finally, Infiniti saw fit to add the Q70 Hybrid’s impressive powertrain to the Q50 sports sedan. Guess what? It, too, was axed from North America at the same time as its siblings. Their demise left Infiniti without a single hybrid model in that market. Though automakers are investing huge sums in electrification, Infiniti’s first electric vehicle isn’t tipped to arrive until 2022, making the brand a laggard in the luxury car market.
Infiniti could have gotten an EV a lot sooner by introducing a production version of the LE concept. A four-door sedan based on the Nissan Leaf, the front-wheel-drive LE debuted at the 2012 New York auto show. In June 2013, then-CEO Johan de Nysschen said the LE was on hold indefinitely, before being contradicted the next month by Andy Palmer, Nissan’s head of global planning, who said the production LE was delayed “a little bit”. Spoiler alert: the LE never appeared. While it might have sunk without a trace in the US like other luxified hybrid/electric models (see: Lexus HS250h, Cadillac ELR), it might’ve helped the brand in China.
2019 Qs Inspiration concept
Reportedly, all Infiniti models released after 2021 will be electrified. That means they’ll be either hybrid or electric. In the meantime, Tesla is outselling luxury stalwarts, while Audi, BMW, Jaguar, Mercedes-Benz and Porsche all have electric vehicles on sale now. Infiniti is coming off the back foot.
A tamer image
Infiniti languished in the 1990s as Nissan populated the brand with hastily rebadged Nissans and softened their sporty image. At first, this wasn’t egregious. The entry-level G20, for example, was the poised European Nissan Primera, while the M30 and, later, J30 were rebadged JDM Nissan Leopards and had no equivalents in North American Nissan showrooms. But then came the I30 which, while based on a JDM Nissan (the Cefiro), was basically a softer, plusher version of the Maxima. The second-generation Q45 (née Nissan Cima) was much less aggressive than its forebear in an unsuccessful attempt to match the Lexus LS400.
Then came Infiniti’s renaissance. The G35 sedan and coupe, based on the JDM Nissan Skyline and sharing a platform with the Nissan 350Z, were a shot of adrenaline for Infiniti, being relatively affordable, dynamically adept and powered by a gutsy V6 engine. The FM platform of the G35 was used for the M35/M45 sedans and the trend-setting FX35/FX45 crossovers. Not every Infiniti of this era was a hit – the third-generation Q45, though more of a sport sedan than before, was a commercial failure – but Infiniti sales soared. In 2005, thanks largely to the new G and FX, Infiniti posted sales of 136,401. That was almost double their 2001 figure of 71,365.
Why the history lesson? Because it seems Infiniti has forgotten the lessons learned during the halcyon days of the turn of the century. The Q50, successor to the G35/G37, was panned by critics for a steer-by-wire system that robs the driver of crucial road feel. The QX50 (née EX) and QX70 (née FX) were left to wither on the vine and have now been replaced by a new QX50 on a front-wheel-drive platform with a CVT. The Q70 has been criticized for being too soft in base trim and too harsh in sporty trim.
So what does Infiniti stand for? It’s true that Lexus has a dichotomy between its plush, front/all-wheel-drive crossovers and its rear-wheel-drive sport sedans but Lexus synergises these two poles through a shared and distinctive design language and the availability of dynamic F-Sport packages on all their models. Infiniti, however, now has two front/all-wheel-drive crossovers with CVT transmissions and unremarkable styling; the QX60, in particular, is perhaps the most minivan-like of all luxury crossovers.
Infiniti still has some desirable, sporty vehicles, like the Q50 and Q60 Red Sport, but some of their recent product decisions are reminding me more of Infiniti’s late-90s nadir than their early-00s resurgence.
Cancelled performance models
At the 2014 Geneva auto show, Infiniti debuted a virile, high-performance flagship. The Q50 Eau Rouge used the Nissan GT-R’s 560 hp twin-turbocharged 3.8 V6 and wore aggressive visual enhancements. It used the seven-speed automatic and all-wheel-drive system from the Q70, suggesting this was more than a mere concept and that the car was production feasible.
The next year, Infiniti shelved the project. Had it reached production, the Eau Rouge would have outgunned the BMW M3 and Mercedes-Benz C63 AMG. The official reason for the cancellation was the prohibitively high cost of building the car when compared with production volume. Nevertheless, that didn’t stop the rumour mill from buzzing about why Infiniti axed the wild sports sedan that could have really gotten them attention.
Since the Eau Rouge, Infiniti has been showcasing the Q60 Project Black S. Through a hybridized version of Infiniti’s twin-turbo 3.0 V6 inspired by Formula One technology, the Project Black S pumps out the same horsepower as the Eau Rouge did although it employs rear-wheel-drive instead of all-wheel-drive. It also has a lairy look that eschews subtlety for raw aggression. Like the Eau Rouge, it would likely be an extremely low-volume model but it would be a powerful halo for the brand. Infiniti is still investigating the business case for the model but it’s completed the “track-focussed development” stage. Will it reach production?
No performance sub-brand
Almost every luxury brand has a high-performance sub-brand and a sporty sub-brand. Lexus, for example, has powerful, V8 versions of the RC and GS bearing the F nameplate. They also have F-Sport variants of most of their range which, while offering no extra performance, typically add some kind of performance hardware like adaptive suspension or include some visual enhancements.
While Infiniti does offer sporty variants of some of its range, it doesn’t market them under a unified sub-brand name. They introduced the IPL name on the G37 coupe and convertible (later Q60) in 2010. The IPL (Infiniti Performance Line) variants had a different suspension tune, slightly more power and a redesigned exhaust system. Infiniti, alas, restricted the sub-brand to the G37 coupe and convertible – they didn’t even do a G37 IPL sedan. Unlike other luxury brands, too, there was no high-performance line magic to rub off on the IPL. Infiniti half-heartedly marketed the IPL and then dropped the name when the new generation of Q60 was launched, the performance models now wearing Red Sport badging. There was a Q50 Red Sport this time but otherwise the new name – or any “light” variant of it – hasn’t been rolled out across the Infiniti range.
Long model cycles
The QX70 was discontinued in 2017 in the US market, though it remains on sale in some markets. Its dynamic styling aged well but its interior certainly didn’t, nor did its infotainment or features list. That’s because Infiniti barely updated it after its launch in 2009.
The Q70 at least got a facelift for 2015 but it’s another Infiniti that’s looking extremely tired in a cutthroat segment full of desirable alternatives. It was first introduced in 2011 and it likely won’t be replaced until 2021 at the earliest.
The QX50 was finally replaced for the 2019 model year after a decade on the market. Towards the end (2015), it received a wheelbase stretch and a modest facelift but it otherwise looked much the same as when it was introduced for model year 2008 as the Infiniti EX35.
clockwise from top left: Q70, QX60, QX70, Q50
Infiniti’s exterior styling and performance numbers are rarely what ages the quickest. Instead, it’s their interior styling and appointments. Let’s hope a Q50/Q60 refresh lobs soon because their interiors are starting to look old, especially the fussy two-screen center stack.
Defunct tie-ups
Since 2010, Nissan and Renault have both had a 1.55% stake in Daimler, while Daimler owns 3.1% of both companies. The tie-up was initially intended to be limited to three projects but Daimler and the Alliance’s involvement ended up extending further and they collaborated on over a dozen different projects.
When Infiniti wanted to develop a C-segment hatchback and crossover aimed predominantly at the European market, they approached Daimler. The result was the Q30 and QX30, which used not only the Mercedes-Benz A-Class’s platform but also its engines and transmissions and a lot of its switchgear. Neither sold particularly well and production of the two hatchbacks is ending this year at the Sunderland, UK factory (Brexit made that decision even easier). Infiniti President Christian Meunier himself conceded they weren’t very successful products and executives have confirmed the two hatchbacks didn’t meet sales expectations anywhere.
Reportedly, the next-generation MFA2 platform of the A family of Benzes was too expensive for Infiniti. New Daimler CEO Ola Kallenius has also said he wants to focus on the company’s partnership with BMW.
While the Q30 and QX30 were never very successful and are now on the way out, Infiniti did get a few other perks from their arrangement with Mercedes-Benz including a 2.0 turbocharged four used in entry-level Q50 and Q60 models. However, Infiniti recently announced it’s discontinuing the engine, leaving their volume passenger cars without a turbocharged four-cylinder engine. In a segment where literally every rival has a turbo four available, that’s not a good look.
Global struggles
Infiniti announced this year they were pulling out of the European market entirely in 2020. This doesn’t come as much of a surprise as they were struggling greatly to get traction and the European market largely remains loyal to their homegrown luxury brands, with even Lexus’ market share a fraction what it is in the US. Shortly after this announcement, executives assured the brand was safe in Australia. Guess what? Just a few months later, they announced they were pulling out of Australia.
Nissan’s corporate struggles may serve only to further impede Infiniti’s growth. Even beyond the scandal that took down CEO Carlos Ghosn, Nissan is struggling. In the first quarter of this year, Nissan saw a 99% plunge in operating profit and sales fell in every major market except China. Operating profit was almost completely obliterated with operating profit down from 4% to just 0.1%, year-over-year.
Like most automakers, Infiniti is betting heavily on the Chinese market for its future prosperity. The brand has been seeing incremental growth in sales of its Chinese-produced models, the Q50L and QX50. In 2017, they sold 48,408 vehicles in China. Their aim is to triple this figure by 2023, introducing five locally-produced models along the way. They’re going to need a serious product infusion to reach that goal.
Lesser autonomy?
After seven years being headquartered in Hong Kong, Infiniti moved back in with the folks this year. Recent news reports have also quoted Infiniti executives as saying they want to “find synergies with Nissan”, while the initial press release said the relocation “will further integrate [Infiniti] with global design, research and development and manufacturing functions based in Japan.”
In a Reuters report earlier this year, anonymous sources were quoted as saying there was already a fair amount of platform and technology sharing between Nissan and Infiniti but “there could be more.”
The Chinese Infiniti ESQ, a rebadged Nissan Juke.
The whole purpose of moving to Hong Kong was reportedly to help foster a more “global” image and also to better understand the Chinese market. Considering Infiniti is pinning its hopes on the US and Chinese markets, a move back to Japan seems counter-intuitive. Unless, of course, Nissan plans on increasing the amount of sharing between Infiniti and Nissan models.
That was a lot of doom and gloom for Nissan’s luxury brand. Are they doing anything right?
Record US sales and market share
With Infiniti’s withdrawal from the European market, their plan is to focus on the US and Chinese markets with a secondary focus on smaller growth markets like Eastern Europe and the Middle East. In the US, they’re doing well. In 2017, Infiniti posted its highest sales figures ever in the US market and have dipped only slightly since then.
Alas, even this bit of good news comes with an ominous caveat. As other outlets have reported, September 2019 was a disastrous month for Infiniti with double-digit declines across almost the entire range. Most troublingly, that included the relatively fresh Q60 coupe, while the new QX50 crossover – the car that’s supposed to be one of Infiniti’s two biggest sellers – posted a decline of 51.1%. That’s just one month, mind you, but it’s not a good start for a model Infiniti has high hopes for. Infiniti also remains behind Lexus and Acura in sales.
A new high-volume crossover
The QX50 is hardly exciting but it’s exactly the kind of product Infiniti needs right now, competing in the heart of a segment dominated by the Audi Q5, Mercedes GLC and BMW X3. It’s soon to spawn a coupe variant badged QX55.
Powertrains
Though the hybrids and the turbocharged fours have gone, Infiniti still has some excellent engines. The twin-turbocharged 3.0 V6 in the Q50 and Q60 Red Sport models is a real honey. With 400 hp and 350 ft-lbs, the two Red Sport models have more power and torque than all their direct rivals. The ageing Q70 also still offers a burly V8.
On paper, Infiniti’s situation doesn’t seem completely dire. The last two years’ US sales have been strong by Infiniti standards and they finally have a fresh offering in the compact crossover segment. Nevertheless, this is a brand that’s withdrawing from markets across the world and continues to suffer from overly long model cycles. There aren’t really any Infinitis that are top of the class in their respective segments, and recent reports suggest future Infinitis may be more closely related to Nissans.
Infiniti isn’t at its nadir. Its lowest point was in the late 1990s and it rebounded then, and it could do it again. Don’t count Nissan’s luxury brand out just yet.
Related Reading:
CC Editorial: Lexus – What They’re Doing Right, What They’re Doing Wrong
My experiences with ownership of Infiniti vehicles.
2008 G35. Excellent vehicle. Fantastic engine, fun to drive and handled tight. Regret selling it.
2015 QX50. Not as good as my G35, but still a great vehicle with decent handling and performance. Regret selling it.
2018 Q50. Two separate screens for navigation, HVAC and audio systems. Cumbersome and not intuitive. Sloppy handling and not especially fun to drive. More of a luxury sedan than a performance sedan. Regret buying it.
Why don’t they try a luxury truck based on the Titan? Might be a nice alternative for customers looking to replace their Denalis, Blackwoods, Escalade EXT’s, and Mark LT’s but don’t like the looks of the newest Denali and also don’t want to drive a “common” brand.
Also perhaps federalize the EL GRAND and introduce a luxury minivan. Chrysler no longer has the luxury cache it used to have and in my opinion the Pacifica looks feminine and smaller when compared to the previous Town and Country.
The EL GRAND would be a sort of macho alternative. Sort of what would happen if Denali made a minivan out of a GMC Safari.
The current Elgrand was already offered in the US as the most recent Quest (it’s been on the market for nearly a decade, and is the subject of multiple articles in Japan about Nissan’s neglect of the JDM). It makes no sense to offer it as an Infiniti.
Also, to clarify for the article, the Q50L and QX50 are manufactured in China, not the Q70L.
I don’t remember the Quest being offered in this rear seat configuration or with the updated chrome grille. Anyway, this probably will never happen. But Infiniti needs come up with something to attract new customers.
Updated grille.
According to Automotive News, “The brand currently manufactures two models in China, the Q50L and Q70L, stretch versions of the sedans. They are built at Nissan’s plant in Xiangyang.”
Since that was published, the QX50 has also started manufacture there.
I will clarify. I can assure you the Q70L has never ever been manufactured in China, that source is often wrong. It has never been through certification as a locally-produced model, has never appeared in sales charts for locally produced models sold wholesale or retail, etc. The current Q50L and QX50 are the only Infiniti models ever manufactured in China.
I can point you to Autohome, which separates models based on their source to the smallest joint venture detail for every single brand. In this case that’s Infiniti split into Dongfeng Nissan (Infiniti, local production) and Infiniti (import). https://car.autohome.com.cn/price/brand-73.html
I find Autohome is a very good resource for the Chinese market, in conjunction with other sites. Automotive News’ China section tends to refer to models incorrectly very frequently in my experience.
Also, in response to James: the Quest for the US is that generation of Elgrand widened by a few inches (since in Japan tax reasons and the like mean a narrow car is more appropriate) and given a new nose and tail that was less controversial in design. That interior you show is the top of the range Elgrand VIP with the power seat package. I guess that could be akin to what Lexus will offer in their version of the Elgrand-rivalling Alphard, the LM, in China and other select markets. If Infiniti were to launch a rebadged Elgrand (a model Nissan hasn’t bothered to import to China to fight the Alphard), it would be to fight to that Lexus. I don’t think the MPV market in the US is lucrative enough to bother these days.
Can’t seem to edit. The link I added goes to discontinued models by mistake.
This is correct: https://car.autohome.com.cn/price/brand-73.html
Sorry for that!
Wow. That’s unfortunate, I use Automotive News quite a bit as a source. For them to make the mistake once is an oversight but it seems they’ve mentioned it in multiple articles.
It’s puzzling though, why wouldn’t they manufacture the Q70L there? A long-wheelbase Q70 seems purpose-made for the Chinese market, and imported cars always cost more than locally-built ones there.
I’ll amend the text.
Luxury pickups under luxury brands don’t work. The Blackwood/Mark LT and Escalade EXT were niche products at best, but take the same features from those models and put them in a “pedestrian” brand, and they practically print money for the OEM. The Quest (essentially USDM wide-body Elgrand) was also discontinued here, I believe because of poor sales coupled with low crash test scores.
Mercedes was selling a Nissan pickup with a few minor revisions as the “X-Class” in Europe. It was a sales flop.
When their respective doors were opened years ago, I used to think of Infiniti as the Japanese BMW, while Lexus was the MB. More performance-oriented than grand cruiser.
Now, I just find myself not caring about either Infiniti or Nissan. Lexus has both guises covered well enough, though I’m not in their target market.
I didn’t realize their sales were as strong as they apparently recently were in the US. I loved my G20 back in the day and have periodically looked at a few offererings since then. My impression is they let their offerings wither on the vine a little too long between significant updates, OK if you catch one near the beginning of the cycle, not so much if later on.
But the current naming convention absolutely has to go. I can’t keep straight what is what and there is no way the common buyer can either if that’s the case. What they had before was just fine.
I’ve often defended Cadillac and Infiniti’s naming strategy because I don’t see it as making _less_ sense than their previous alphanumeric monikers. But it can still be nonsensical. For example, a QX60 is a bigger crossover than the QX70 was, even if it might’ve been positioned below the sportier QX70. And a QX60 and a Q60 have nothing in common whatsoever.
At least with BMW, the coupe and coupe crossover models share the same numbering, e.g. 2/X2, 4/X4.
I mean, look at Lexus’ naming system. Yeah, we’re all used to it now and a lot of us would grumble if they changed it but why does it go IS->GS->LS? Why is G above I?
Yeah, the IS and RX always confused me too.
I understood
LS – Luxury Sedan/LX – Luxury 4X4/LC – Luxury Coupe
ES – Entry (Level) Sedan/ but then the RX should have been the EX?
GS – Grand Sport Sedan (nod to the old “performance” Buick/ GX – Grand Sport 4X4
SC – Sports Coupe – No SX
IS – Would have made more sense as RS (Rally Sport) (Another old GM Performance moniker) and then matched the RX – Rally 4X4 and later RC Rally Coupe.
There have been other models since then not sure the newer abbreviations mean much of anything anymore.
Check out this earlier article of mine:
https://www.curbsideclassic.com/blog/cc-outtake/cc-outtake-the-lexus-alphabet-soup-so-those-initialisms-do-mean-something/
Was never much impressed with Infiniti, and it was probably because I was never much impressed with Nissan, either. To me, an Infiniti is tantamount to a luxury Nissan, which isn’t much different from a luxury Kia or Hyundai.
IOW, they’re all bottom-feeders, catering mostly to the poor credit crowd, whether it be in the standard vehicle market or the luxury class. Not to mention that the styling isn’t all that swell, either.
“mostly”? That’s a bit of a sweeping generalization. Plenty of people just see good value when kept for a longer term and not everyone needs/wants/desires an 84month payment plan or a lease…
I agree with you about sweeping generalizations, but it does seem that half the Nissan Altimas I see have a window sticker or a plate with the name of a buy here/pay here place on them. And so many are in poor condition while being fairly recent models. They bounce around on bad struts with cracked glass like much older cars. I’m certainly not picking on the working poor, as I have been that much of my life, but Altimas sure do seem to have taken over where the Pontiac Grand Ams left off. I’m in Chicagoland so it may be a regional thing.
No – you’re right. The Altima is the new Grand Am.
I like Infiniti’s front section design with subtle (these days) grilles and the front fender swells. The vehicles made in Japan seem to have a remarkable build integrity. I certainly wouldn’t mind a Q50. A few years ago I was yearning for a QX70 – I grew to love the design – but the decade-old IP graphics were a complete turn off. Sad that something so simple couldn’t be regularly updated. The QX80 is pretty stellar as a bargain Land Cruiser (after discounts), but you need to own an oil well.
I have no experience with the cars, except for a spur-of-the-moment rental of a first-generation QX50 (is that right? The names are so interchangeable, but the big Titan/Armada-based SUV) in Denver following a winter blizzard and deciding 4wd would be handy. But it seems from the beginning, with the mysterious brand advertising, through the i20 and i30 days of badge-engineered Nissans, to today’s generic lineup, the problem has been branding and positioning. What IS an Infiniti? To me, they were most successful with a V6 tuner image, for the G35 and 37 coupes. A higher performance successor to the Integra, and sportier than the Lexus IS. Everything else seems indistinguishable from other cars on the road. Though I’d say the same about Acura now also.
Edit above: my rental was a QX56
The infiniti badge is showing up here on various Nissans, whether they came here new or ex JDM used I dont know, but it is very much like the Lexus story cars rebadged as a luxury brand for the US market that we have with regular Toyota/Nissan branding.
Am I supposed to see Infiniti as an aspiration brand? Because nothing about them inspires me. Never had. They are a brand that was launched to plug into a marketing trend of “upscale Japanese car”, because their Japanese counterparts launched brands to plug into the same marketing trend. Acura, Lexus, Amati, and Infiniti were cars that filled a niche. Except for Lexus, none of them really have much of any purpose.
And even Lexus has its own inhouse competitor within Toyota: Avalon. I’m guessing that’s why you hardly ever seen any kind of Avalon advertising. I once read that the Avalon was like Toyota’s version of a Buick. Considering the geezers I usually see wheeling around in Avalons, that sounds about right.
After owning two Infiniti SUVs (2009 EX35, 2015 QX50), I’m not at all certain my next vehicle will be an Infiniti.
Of course, these two vehicles are essentially identical – engine upgraded from 3.5L to 3.7L, transmission from 5 to 7 speeds. For me, the size and utility are perfect, and the performance is excellent (platform originally derived from Nissan 350Z).
Reliability has been very good (EX35) to excellent (QX50). The EX35’s starter failed (year 5), and the brakes required more than average pad/disk replacements, especially the rear. My 2015 QX50 has been nearly flawless, although the rear brake pads still wear more quickly than I’m used to (my 2002 Miata is still on its factory-original brake pads).
I traded my 2009 EX35 for the QX50 in 2015 when Infiniti announced that the 2016 QX50 would be essentially the same vehicle, but stretched by 4 inches (100mm) to increase rear legroom. This stretched version had been available in China for a while. I did not need the extra space, and it would have made washing my car in my garage a bit tight.
However, the current QX50 does not appeal to me at all:
– new, unproven, variable compression 4-cylinder turbo – might be cutting edge, but after a super reliable 325hp V6 shared with the Nissan 370Z, no thanks
– CVT transmission – really not a fan
– front-wheel drive Renault platform – not sure this is progress
So I’ll keep my QX50 for a few more years – it’s served me well until now. No idea what I’m going to buy next time around.
Excellent subject to highlight Will and a very well-written article!
Regardless of their recent strong U.S. sales figures (which are a huge surprise to me I might add), I’d say that Infiniti’s only strong years in the U.S. were from the early-to-mid 2000s with the introduction of the G35, FX35, and second generation M until the early-2010s during the first few years of the second generations of these respective models.
During these years, Infiniti had the clearest brand image and strategy it ever has had, in trying to be something of a Japanese BMW. They squarely targeted BMW, but wisely chose not to copy them, with distinctive design language inside and out, and somewhat of a slightly softer, more elegant image. Infiniti was desirable during these years, and a compelling choice in luxury car. There’s never another time during its existence that I could say Infiniti has been compelling and desirable.
Infiniti just doesn’t resonate with me, as I don’t find it to possess any redeemable qualities. Sure, if you want a car with a high amount of features and nice leather interior, it may be a good choice. But I can’t honestly say that Infiniti does anything better than any other luxury brand, going back to the the question of when is it worth it to spring for the luxury name when a top trim of a related mainstream car (Nissan) is a more economical choice?
I’d group Acura in a similar boat as Infiniti, though at least Acura has taken a greater focus on its performance A-Spec sub-brand, and admitedly, Acura makes more compelling CUVs, which is where both brands get most of their U.S. sales from.
I guess what I’m driving at is I really don’t know what Infiniti should specifically do. Until then, however, it’ll largely remain off my radar.
Infiniti seems to be suffering from being tied to Nissan – neither of them is making a must-have vehicle in the American market. I keep watching for signs that new management at Nissan might recognize some of these problems and address them. At the moment, Nissan seems to be the most European of the Japanese cars, but more in the bad ways (like poor durability) than in the good ways (like driver engagement).
Nothing Infiniti has done beyond the original Q45 or the original M45 have done much for me.
This accurately points out all of the things Infiniti lacks from the competition, but that isn’t to say an Infinity brand with “All New” every 4 years, EV this, insert alphanumeric sport package that, standup iPad on the dash would turn around their fortunes either.
Infiniti simply never has maintained a credible identity as a Luxury brand. Nobody buys Infiniti for the badge like many do for Mercedes, Lexus or BMW, and I’d go so far to say Infiniti buyers are simply Nissan buyers. Do you think the successful G sedans/coupes would have sold any less than they did if they had a Nissan badge on the grille? I actually wonder that they could have sold even better if they were branded as Nissan Skylines.
Then came the tamer Pathfinder-derived QX60 Hybrid – I had zero idea this ever existed.
The Q50s new standard turbo V6 for 2020 would have made me darken their doorstep, but alas I just purchased a car.
A buddy of mine had the 2nd gen Q45 (’97 thur ’00). It felt cramped inside, guzzled gas (V8), very complex and expensive to work on, small trunk, and the brakes grabbed on initial touch of the brake petal. I was not impressed.
Today, if feel Lexus and Lincoln (yes Lincoln) understand the NA luxury market. MB & BMW are living off their momentum. Not sure how well they will handle EVs.
IMHO, Cadillac’s plan is based on the 36 month lease as a tax write-off. Poop would hit the fan if the government put a cap on lease costs just like it did on the $10k property tax deduction. They would actual have to make cars that people wanted to keep.
“They would actual have to make cars that people wanted to keep.”
After watching Cadillac and GM tilt at the windmill these past 15-20 years, I truly don’t think they are capable.
It really begs a simple question: Why do we have “luxury’ brands when every feature, every styling cue, everything that used to separate ‘luxury’ from ‘standard’ is available from every brand out there?
How much do OEMs spend on branding that could be used to better the company? I just do not see branding helping as much as they used to, as there is not much difference in a loaded lowline brand version as a luxury brand version of the same car. If people are paying more for a badge, then I guess it makes sense for OEMs, but I don’t know that the cost of maintaining a brand is generating that much profit.
I get that marketing helps define value. But when a manufacturer is selling 2-3 versions of the same model under different brands and not moving many, at what point is is cost-prohibitive to keep trying without success? Lexus seems to have worked well for Toyota, Acura sort of well for Honda, but Infiniti has not really done any favors for Nissan. Mazda figured out it was better not trying and cancelled Amati, and it looks like that worked out for the better for them.
On the American side, Lincoln is moving ahead for Ford, but Cadillac is not doing GM any favors save for Escalades. Both companies could easily fold those divisions without catastrophic effect on the bottom line. Sell loaded Expeditions and Yukons instead, and save the money spent on branding.
Genesis is only working for Hyundai as a way to sell more profitable cars. The Hyundai brand is known for cost-consciousness, so Genesis can allow them to add in more price and margin on a loaded version. I don’t know how long it will work, but it is probably not costing them much to experiment.
Infiniti seems to be a dead car company walking.
This. The industry has largely phased out the basic car for all entry brands, a bottom of the barrel penalty box has as many or more features than most middle-price cars from 30 years ago, and Luxury really hasn’t introduced many gimmicks in the same time either, so all the base brands have been catching up on the Luxury players in all but brand snob appeal, for now. EV is the latest craze for the reason alone that it brings something special and fresh to what makes a luxury car a luxury car, but how long before the entry brands catch up with that too? They already seem to be in fact.
I kind of ponder that the need for Lexus and Acuras opposed to badging their respective models as Toyota’s and Honda’s as done in Japan, was done because the companies were playing the low end of the American market in their growing years and needed new branding to shake the stigma that US buyers may have had for the brands. But the thing is, Nissan already rebranded itself as Nissan from Datsun after those years, and by the early 90s with hits like the 4DSC Maxima, 300zx, and Sentra SE-R the brand had established itself as a more appealing than the average car company, credibly fielding everything from penalty boxes to pseudo-luxury sports sedans without any badge stigma. There was no need to create Infiniti with that kind of acceptance, the original Q45 could have just as easily been at the top of the Nissan lineup, in fact it may have been better off.
Yes, enthusiasts will see every minor detail and argue over the virtues of a car having or not having said item. But the general population cannot see the difference, and really, they are the ones who matter.
Think about the price difference between a LeMans coupe and a GTO in 1969. Were there any real differences in appearance, other than the endura bumper, which may or may not be on the GTO due to paint color? How many people looked at a LeMans go past and think “Wow! A GTO!”. Thinking about it this way, the GTO was the a great selling tool for the LeMans.
It’s really commoditizaton. Cars in general are now a commodity item, with very little differences between them, for the most part, in the mind of the buying public. Knockoff (counterfeit) items are selling well on luxury goods, because most people can’t tell them apart, and savvy buyers on a budget know that a fake Gucci purse looks just like a real one to most people.
Which leads me to cars. An Impala, an XTS, and a LaCrosse are all the same car. So is the case with a Tahoe, Yukon, and Escalade. Nobody thinks an Escalade is a Tahoe, so nobody is thought less of for driving a Tahoe, just better for driving a Cadillac, based on supposed higher price meaning a better version. Slap a wreath and crest on a Tahoe, and no one would notice you are not in a Cadillac. So why bother with them as brands? What may be the answer? Maybe as versions or packages for models, like Buick is trying with the Avenir version of models rather than a separate model named Avenir.
When margins are the motive, use branding intelligently. Instead of diluting an entire brand to compete with yourself, sell one brand in many flavors.
We’ve had a string of Infiniti cars over the years…
’96 G20: bought used for the kids. All four learned to drive a manual on it. Not too quick but fun to drive, good handling, very comfortable front seats, very large trunk. Sold at about 160,000 miles, very reliable.
’99 G20t: Another used car for the kids. Not as nimble as the ’96, but “nicer’ in some ways and reliable. Also a 5-speed. Traded in with a bunch of miles.
’99 I30: A third kids car, also bought used. Very much out of character for our needs, but a business partner was selling and the price was right. Again, very reliable, if unexciting.
’07 G35S: Bought new as company car. 6-speed manual made it a bit rare. Very fast, great steering and handling. Rear legroom horrible, small trunk. Touchy clutch and hair-trigger throttle made it hard for others to drive.
’13 JX35: Now the QX60, name changed in 2014. Bought in 2012, currently has 113,000 miles. Has been a great highway car, very reliable, quiet, comfortable. My wife loves it. Roof rack largely worthless, as with so many these days. May replace with another QX60 (with a roof rack from a Pathfinder?), though will give new Highlander, Explorer, Aviator, Telluride, CX9 and MDX a good look.
’17 QX50: Last year of the G37-derived sport hatch. Loved it, though a departure for me as my first automatic daily driver. Much better rear comfort than my old G35S but similar driving dynamics plus AWD and a lot of cargo flexibility. Died at 17,000 miles after being t-boned by a light runner. Replaced with a new GTI.
So, we’ve had good experience with Infiniti, and the dealer has been spectacular. But, with the exception of the QX60 (needs a general update and a decent freaking roof rack), there’s nothing in their current offerings to attract us.
There are die-hard Honda fans who might aspire to an Acura.
People who perceive Toyota as a high-quality brand might aspire to a Lexus.
But I don’t perceive people who buy Nissans as having some loyalty to the brand. Nissans seem to be bought and leased by people looking for low prices and easier to get credit. Those people are not aspiring to Infiniti.
It’s surprising to see Johan de Nysschen fail up into a top job at VW rather than, at age 59, taking early retirement or going into an independent vanity project. He seems to have two things in his bag of tricks;
1. New and extra-confusing alphanumerics. In both Infiniti and Cadillac’s cases that’s replacing one set with another (I’d wondered at the time why not resurrect the latter’s heritage model names, something Lincoln’s done since to great success). This would kill some very strong nameplates, sub-brands really, in VW’s case.
2. Move headquarters to a trendy major city not traditionally associated with the auto industry, Hong Kong for Infiniti and NYC for Cadillac (both since reversed). At least for VW Berlin is only an hour or so down the Autobahn from Wolfsburg.
I had three Nissan products, from a 300ZX Turbo to a Maxima GLE, before purchasing a new Infiniti G37 in 2010. At that time I viewed it as an aspirational brand. The Infiniti warranty and dealership constituted a step up from my Nissan experiences and the car was more advanced in features and quality at the time.
All of my Nissan products were bought during the company’s better days and were fine cars, well built and reliable. The G37, in nine years and nearing 49,000 miles, has been the best car I’ve ever owned. One repair (an expensive dash circuit board), the original battery and tires lasted for eight years. Other than those items, just regular maintenance. The leather and paint still look fine, zero to 60 is competitive with today’s cars, and handling is superb. Gas mileage is not good.
I think William’s article is a very accurate description of Infiniti today. Two things he did not cover are reliability and dealerships in the US. The earlier Infiniti models, for example virtually all the G’s, including the G-20, were noted for outstanding quality and reliability. The more recent models have not been as good and you can see it owner surveys, especially relating to technology. Indeed, the last time I took the G in for service the service manager said don’t even consider a QX30 (now discontinued) – she said owners hated their cars in a short while and they were plagued with all kinds of problems. She had owned a G37S for years and said her Q50 Red Sport was not as well built or reliable.
Infiniti dealerships are currently completely absent from the wealthy west side areas of Los Angeles. Two came and went in Santa Monica where I live and the one in Beverly Hills closed last year. Others throughout SoCal seem to be struggling. Mine in Glendale went out of business and months later re-opened under new ownership. You have to travel a considerable distance to purchase an Infiniti or have it dealer serviced. And this wealthy part of the city is a big audience for entry-level or near luxury brands (as well as those at the higher end). A lack of dealerships does not help sales.
Another issue that changed over time is the business model for Infiniti. The earlier models were loaded with features and cost much less than their competition. Not so with today’s models which are offered more like German brands with options individually offered and expensive or linked to expensive packages.
And they have not kept the cars current and competitive. William covers those points well. Nissan/Infiniti is not the company it was years ago.
Infiniti is an interesting case where nearly all their products over the years have been competent, but almost never class leading in any meaningful way. In the luxury sector, that’s a problem. The models, in my opinion, they came closest to being leaders in their respective segments were the first Q45, which was overshadowed by the mind blowing value for what it was first Lexus LS, and the first G35 series. The G35 was a breath of fresh air for Infiniti (particularly the coupe), sporty yet sophisticated people took notice. Then they let it wither. The interior looks so similar today in the Q50 to the original car in a way the repeat customers will be turned off, and new customers won’t be impressed. Sometimes change is good (see Lexus’ spindle grills; love or hate their sales are most certainly up), and Infiniti really hasn’t this past decade outside of the Q/QX naming swap (which is not confusing whatsoever…).