#NAIAS: Is The Infiniti Q Inspiration What The Brand Needs To Reconquest The Germans And Lexus?

#NAIAS: Is The Infiniti Q Inspiration What The Brand Needs To Reconquest The Germans And Lexus?
Nissan's luxury division, Infiniti, is one of those companies that I look at its product portfolio — and I've got to be straightforward — and nothing appeals to me. Not one single vehicle makes me say, "I've got to check that out." 

Years ago that was different, however, with vehicles like the I30, M45, G37 and FX. Especially, the G37. These cars turned people onto Infiniti.

Detroit Auto Show Photo Gallery




And numerous former Infiniti owners have come to me in the past 24 months saying that they've moved on from the marque because the cars don't speak to them anymore. Some went onto own German vehicles and others went to Lexus. 

I know for a fact a part of it has to do with the driving dynamics of their latest autos. That's because this is what my friends have specifically told me. And, I suspect, another part is that the designs aren't impactful enough. 

When you look at the latest concept though, it's a particularly interesting design that leaves you feeling something. It seems that's what some of the best-selling luxury products are doing these days. They're polarizing. 

So, I've got to ask: Is THIS what Infiniti needs to reconquest brands today?


The 2018 Detroit Auto Show photo galleries are sponsored by Lexus. 

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cidflekkencidflekken - 1/18/2018 12:39:16 AM
+5 Boost
I just don't feel it for Infiniti anymore. They were one of my favorite brands about 10 years ago but the products they've churned out are just missing the mark, both in design and engineering.

Regarding the Q Inspiration, it's almost a little late. The large flagship sedan segment has been pretty heated recently with the S-Class dominating, the 7 Series trying to challenge, and now the A8 and LS getting ready to get in the ring. By the time the Q Inspiration comes to fruition as a production model, will anyone really care?

I mean, I guess it's never too late to try to rejuvenate a brand. Acura will make their attempt. Cadillac is trying to figure shit out. So, why not say to Infiniti, "Sure, give that a try".


TheSteveTheSteve - 1/18/2018 4:24:45 AM
0 Boost
"Reconquest"? Infiniti has never been a major luxury player, and certainly not competition for the German luxury brands. My understanding is that it is an "also ran," still struggling to find a brand identity that works, a styling language the sells, and to be recognized as a major player.


TomMTomM - 1/18/2018 6:17:47 AM
-2 Boost
I have always considered Infiniti a second tier luxury brand - rather than competing with Mercedes - they are in the Volvo-Buick-Audi-Lexus and now Genesis mix. (Based on the cars that actually sell in volume).

WHile the Styling of this concept is actually quite good - that is ALL we know about the car so far. WHen Agent 00R reports on the driving dynamics - it is possible we have a win for Infiniti - but so far - this car is no better than the Tesla semi-truck - a nice idea. Cadillac has similar ones in the Ciel - and the Escala and El Miraj - and unless they actually get made - they make existing product look bad - nothing more.


MDarringerMDarringer - 1/18/2018 8:16:10 AM
-2 Boost
To "reconquest" the Germans? Infiniti never "conquested" (sic) the Germans to begin with. Infiniti has always stumbled and sputtered and failed miserably to equal the Germans.


wilfredwilfred - 1/18/2018 8:25:36 AM
+2 Boost
Just poor advertising since day one. Remember those tree commercials... Their current lineup isn’t that bad, the new coupe looks great and so does the facelifted big SUV. Problem is neither of these are high volume models. Then you have the mid size sedan & SUV, both can be leased ridiculously cheap. The biggest problem is their compact SUV, which is in the fastest growing market right now.

The rebadged Mercedes GLA will keep them afloat until they come out with better compact SUV.


cidflekkencidflekken - 1/18/2018 1:31:19 PM
+2 Boost
Unfortunately, the QX30 just isn't doing it. As an entry-level product to the brand, it's selling fewer than 1K units a month now after starting off fairly strong at around 2k units for the first few months. It's supposed to be a volume driver, especially in an SUV-driven world. But just not happening. The OG (GLA) outsold the QX30 last year by almost 2:1 despite being the older sibling.


knowitall1985knowitall1985 - 1/18/2018 11:56:42 AM
+1 Boost
They need money, and lots of it. It takes billions to produce the world class products from Mercedes, BMW, and Lexus.


222max222max - 1/18/2018 1:23:02 PM
+3 Boost
They already have that. Its parent company (Nissan/Renault) has more cash than BMW and Mercedes. They just have to sharpen their brand through consistently great products.


NewQNewQ - 1/18/2018 1:56:26 PM
+2 Boost
Sure. If they actually do anything with it. How’s that “Essence” concept from 10 years ago doing?

The third generation Q45 was one of my favorite cars, so I’m pulling for them.


LexSucksLexSucks - 1/18/2018 3:25:03 PM
-6 Boost
Please stop putting Lexus in the same league as the Germans.


MDarringerMDarringer - 1/18/2018 7:54:35 PM
0 Boost
Why because doing so triggers a bigot like you?


TheSteveTheSteve - 1/19/2018 2:04:51 PM
+1 Boost
^^^
MDarringer: "Projection" and "Externalization" are when you attribute your own nasty characteristics to others. You accusing another of bigotry is like the guy who insists he's 120% straight, is an ardent gay-basher, but needs to hide his browser history. Or, like a Nazi Tiki-Torch marcher calling someone a bigot.


MDarringerMDarringer - 1/19/2018 9:59:19 PM
+1 Boost
Afraid to write a full essay, are you?

Thank you for your intolerance of free speech and thank you equally for your bullying.

Your entire response is unmitigated hate speech.

It's nice that you throw psychobabble terms around when you don't have a PhD in the field. Do you even have an education?
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