Infiniti Takes A Hint From The Germans And Simplifies Naming Structure

Infiniti is renaming its entire product portfolio for the 2014 model year, returning to the letter "Q" from the brand's early history for every car and "QX" for every Infiniti crossover and SUV.

Nissan Motor Co.'s luxury division is undertaking the change to prepare for a broader array of global products, said Johan de Nysschen, worldwide president of the brand.

Infiniti's current lineup of sedans, coupes and convertibles will become the Q50, Q60 and Q70.

De Nysschen came to Infiniti in July from the top post at competitor Audi of America with a mission to lift Infiniti from its Tier 2 status among global luxury brands. Audi undertook an extensive worldwide campaign to rename its model lineup in 1994.

"There is risk associated with everything, but we feel quite comfortable about doing it," de Nysschen said in a phone interview from Infiniti's Hong Kong headquarters.

jeffgall - 12/19/2012 2:32:54 PM

0 Boost

So Audi already names its SUV lineup with a "Q" designation, and the top Audi guy tells Infinity to use "QX." Real creative.

Also, I wonder how they will designate engine variations? 3.7? Perhaps a 2.0T in the future?

dlin - 12/19/2012 3:31:33 PM

+3 Boost

Stupid..... what's that to do with Germans? Mercedes has a much more confusing naming structure and AUDI is no better. And what a stupid 'Q'!

cidflekken - 12/19/2012 4:18:44 PM

+1 Boost

Well, Audi's sedans use "A" and their SUVs use "Q" (their specialty products, TT and R, are different). How is that confusing? Mercedes' is not that much more complicated.

I just don't understand how Infiniti expects this to help brand/model recognition. If the letter and numbers don't directly correspond to anything, then it really has no meaning. At least with BMW, you knew a model series beginning with a "3" or "5" meant something. Or with Mercedes, if it had a "C", "E", or "S", you knew which models range it represented (the exception being the CL).

And, yes, "Q" and "QX" are just outright stupid.

85bmw745i - 12/19/2012 7:04:34 PM

+2 Boost

Infinities current naming structure is actually less complicated than the Germans, G37 is already much more simple than BMW 335is sdrive35is. or Audi A4 2.0t s-line quattro,. G37 seems much more simple and is actually representative of the engine size the way the Germans used to be. G for series, 37 for 3.7, Add X for AWD, T for touring or S, or even SE for sports package. It can't get any more simple than that. In fact it can only get more complicated.

Designer1 - 12/19/2012 11:40:34 PM

+3 Boost

Here you see a guy that has nothing to offer yet offering stupidity.
Infiniti has just fine names that don't need changing. What they need to change is improve their build quality and modernize their designs. Leave the stupid names alone and tackle the real issue stupid!!

Henanamani1 - 12/20/2012 12:09:37 AM

+2 Boost

Stupid move!

Lexus - 12/20/2012 12:25:49 AM

+1 Boost

This got to be the stupid marketing move ever because they will ruin the reputation of the cars that already have a huge following.

If I buy another G37 coupe I will take that "stupid" new logo off and put a "G37" coupe logo on it. I guess i just wait and see what the Toyota Supra look like and it handle, then maybe get that instead because I already own a G37 coupe. I really belief this move is going to hurt their sales.

jeffy210 - 12/20/2012 9:26:55 AM

+1 Boost

That sounds a lot like Volvo's naming scheme too. C for coupe/convertible, S for sedan, XC for SUV, V for wagon and then it's number was it's relative place in the line up (i.e. S40, S60, S80). It was a very simple naming structure, but I think it also works because there are more than two differentiators.