Infiniti Feels Electrification Will Allow Them To Finally Catch BMW And Audi

Infiniti is recharging its attack on BMW and Audi.

Nissan's premium brand wants to use the structural changes enabled by the industry's shift toward electric and self-driving cars -- such as a larger cabin and fewer components under the hood -- as a chance to inject a Japanese touch of simplicity and space into its models. That entails a minimalist approach to the interiors, with a goal to cut back on buttons and controls, a la Apple Inc.

"There's clearly a reduction of mechanical element and that's what's happening with the brand, and that's become an inspiration for us," Alfonso Albaisa, Nissan's design chief, said in an interview at a newly renovated showroom at Infiniti's design center near Tokyo. "That's how we kind of drifted into the Japanese DNA."

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MDarringer - 4/2/2018 10:58:17 AM

-3 Boost

Infiniti cannot catch BMW and Audi because they have dull, boring vehicles that come equipped with Nissan's inattention to quality. At this point, Nissan should just throw in the towel on Infiniti.

cidflekken - 4/2/2018 11:36:45 AM

-2 Boost

BMW has their "i" line of cars, Audi has their "e-tron" and Mercedes has their forthcoming "EQ" vehicles. So far, Infiniti has nothing. Already, the Germans are ahead of Infiniti, so I don't understand this notion that Infiniti will catch BMW and Audi. I mean, I love anyone who has confidence, but is this bordering on delusional?

F1_Driver - 4/2/2018 10:51:01 PM

+4 Boost

Er ... Nissan, Infinit's parent company are already on second generation BEVs. The Germans are still on their first attempt at a mass marketed, mass produced BEV. So, how I don't know where this the Germans are ahead of Infiniti comes from. Like someone said, Infiniti could easily rebadge a Leaf and make it more luxurious no problem.

carloslassiter - 4/2/2018 11:37:52 AM

-1 Boost

I shopped BMWs and Audis and I didn't look at or even consider an Infinity. As an expensive Nissan, these cars are in an entirely different category, and I don't see that changing.

F1_Driver - 4/2/2018 10:54:08 PM

+4 Boost

Do I really have to spell it out for you? You're a badge whore, plain and simple. If someone slapped a blue and white roundel on a turd and sold it to you you'd praise it like the second coming of Christ.

TheSteve - 4/2/2018 12:09:42 PM

+1 Boost

I don't believe Infiniti's challenges are from lack of EVs and Hybrids. Their styling keeps me out of their showrooms, as does Lexus's.

TomM - 4/2/2018 1:07:58 PM

0 Boost

Even if BMW was standing still - which it almost is - Infiniti will still be behind. It is NOT the performance of the car - nor is it the Luxurious interiors - it is the "STYLING" and the "Perception" that are important at that level.

Infiniti - for years - had essentially badge engineered Nissan cars in its stable - and with the exception of the First Q45 -never really produced anything that had a chance to be considered top drawer. ANd that is the perception - it is like Genesis being the Luxury car for people who cannot afford the real thing!

ANd until the infrastructure to support large numbers of EVS appears out of nowhere on que - the idea that EV production will mean anything is simply not going to happen. Rich people will not stand in line to plug in their cars at public charging stations for long. (They let their drivers do that).

MDarringer - 4/2/2018 1:31:09 PM

-4 Boost

Meanwhile, Audi, BMW, Mercedes, and Porsche are getting ready to pound the market with class-leading EVs.

F1_Driver - 4/2/2018 10:57:16 PM

0 Boost

Do you realize about 70% of the technologies you see today on modern cars were pioneered by Nissan/Infiniti? You don't see Nissan/Infiniti bragging about it, do you?

MDarringer - 4/3/2018 8:15:33 AM

-2 Boost

What utter BS. Nissan is not now--nor have they ever been--innovative. Get off the crack pipe.