#NYIAS: Nissan CEO Ghosn Says Infiniti Needs To Be Better - Any Suggestions To Get Them Back On Track?

Step 1: the GTR becomes the Infiniti Skyline GTR
Step 2: stretch the GTR and do a coupesedan
Step 3: go with names
Step 4: ditch the current ugly styling
Step 5: develop Macan and Cayenne competitors
Step 6: do not replicate BMW/Mercedes, but instead be the Japanese alternative
Step 7: cut a deal with Mercedes to co-brand Infiniti in Mercedes dealers

As far as I am concerned - the ONLY car that even approached a level of desirability from Infiniti - was the original Q45 - which was a failure. Again - this is simply because Infiniti went after the "sport" sedan- where Lexus chose to stress Luxury and quiet.

THe problem - is clear - and it was DeNysschen - and his idea that they should produce clear top level sports sedans and wait for the market to turn to them. WHile Lexus continued to make more and more nice Buicks that sold decently - the sports sedan people stayed with the Germans cars they prefer - same as today with Cadillac. However - it is hard to justify saying Lexus succeeded when their two best sellers are a converted Avalon sedan (THe ES) and the RX Suv - neither of which are true premium vehicles.

SO - the question is - do you define "SUCCESS" as vehicle sales or as well honored car reviews? IF you want to sell like Lexus - then they are shooting at the wrong target with their cars. Plus - the styling is too overtly "oriental" for many. Infiniti COULD simply again produce a Luxury car based on its Maxima - to compete with the ES - and also make a CUV based on that platform to compete with the RX - and price them slightly below Lexus and they would sell in large numbers.

Do not think you are BMW, Mercedes or Audi. Define clear brand values that are a point of difference in market (superior style, comfort, materials) . Invest consistently against these values over a ten year period at least, do not waver. Hire an Italian designer. Ditch alpha numeric branding and put names on models that are inspirational, passion inducing and aspirational.

1. Drop that weird styling
2. Establish an identity that isn't forever changing with the wind
3. Make sure your quality number, fit and finish are up to par with the big boys
4. Make vehicles that lots more people will find appealing

5. Fire Carlos Ghosn

Be agile with product lines which means release products or concepts frequently to get feedback.
Know the audience/markets; buyers choose the brand because it is a quality product and they don't need a vehicle to represent a social status. Hipsters of automotive.
Analyze the worst parts/materials of infiniti and mercedes, then utilize the most effective ones; they certainly have the resources.
Revise legal agreements if it is stopping them from achieving those means.
The design department is fine as is.
Develop vehicle class alternatives from Porsche, which is a good starting point since they don't have a large model lineup.
Leverage new media, for example; autospies, the brand hasn't had a significant announcement in years, 2 classes have been emphasized q50 and q30.
Go back to the previous nomenclatures and make the 'q' the performance line.
It's obvious that a halo car is needed. Just deliver, this year and next year is critical to release new vehicles.

Best comment so far...

"...Go back to the previous nomenclatures..."

Make a good product.

The only car in the lineup that might get people interested is the 400-HP Q50.

Other than that, the rest of their products are outdated (The QX60, QX50, and Q70 are all due for replacements or refreshes), not competitive (I love the Q70, but it's not able to compete with the big players), or nicer versions of utilitarian vehicles (QX60 and QX70).

There's no flagship performance car, there's no flagship luxury car. Nothing to even get people talking about the brand. The Q45 still has yet to be replaced.

Stick with alphanumerics for now. Infiniti needs to play by the rules before they can break them at this point. Only Bentley and Rolls can really get away with real names in the luxury market right now. That's just how the game is played today.

While I'm mystified as to why Nissan is still a volume player with such a craptastic lineup, Infiniti should bite the bullet and confess: we really messed up when we changed the names in the lineup.

Do what Ford did with the Freestyle and the 500, and turn back the clocks, and start introducing to new letters....looking forward to a P90x.

Build a real S- Class, 7 Series competitor.
Make GTR halo car as it always should have been.
Better interior styling for Q50 and get performance back to old G35/37
Embrace being Japanese BMW across the product lineup.
Go back in time and DO NOT change model naming convention.
More factory support on Q70 and QX70 leases

Get rid of the confusing, current naming system. Hit Lexus big "carrier." A luxurious, quiet ES and RX competitor. Get people into Infiniti dealers. Forget about BMW.

Infiniti could indeed take the Japanese Mercury approach like Lexus does with lower cars and which Acura does with its entire line save the NSX bauble.

But then it would be a Japanese Mercury.

Infiniti has to realize that they will not have big volume anytime soon.

Thus, accepting low volume and doing it well makes sense. Giving Infiniti the GTR is a no brainer and then follow it with V6/V8 convertible based on the Z Car and aimed at the Jaguar F would plant the idea of Infiniti = performance. Add in a "Cayenne" and a "CLS AMG" and make customers happy.

Nissan is one of the most incompetently managed manufacturers and the failure of Infiniti shows it most.