Did Infiniti go away in the past few years? No, this brand continues to be a viable part of Nissan and will use the Infiniti QX80 as the future flagship.
Unfortunately, the previous Nissan CEO, Carlos Ghosn, was on a quest for market share and forgot to emphasize brand and product quality. This push for more sales and a greater part of the market left us wanting more from the Infiniti brand, especially when we remember the amazing quality and engineering that once carried this rand into every luxury conversation.
What’s the Conversation Today?
Today, if you mention Mercedes-Benz, BMW, Audi, and Lexus, you never get to Infiniti. It’s even hard to find this brand competing with Cadillac, Acura, and Range Rover. The laziness of chasing profits and sales led the luxury marquee to be considered a brand filled with high-priced rebadged Nissan models. Thankfully, the current chairman, Peyman Kargar, has a different plan, a different direction, and something that will help make this brand the respectable name that we’ve known in the past. Maybe, in the not-so-distant future, we will put Infiniti into the higher echelon conversation.
The Track Record Speaks for Itself
Under former leadership, Infiniti was one of the very few luxury brands to see sales plummet. This took place at a time when most luxury brands saw their sales and profits soar beyond expectations. When comparing 2019 to 2021, we see the sales total dropped by more than 50 percent. That’s an alarming rate, even with the pandemic. The sales in 2019 were 117,708 units and 58,553 models in 2021. Something needed to be done to give this luxury brand the resurgence needed. This led Kargar to a new approach that has a three-phase process to build brand success.
Restructure and Recover
The first part of the movement forward for Infiniti wasn’t to name the QX80 the flagship model and be done. Instead. This first phase was to get the brand back to where it should be. This means turning profits, cutting the fat, and recovering what does work while ridding the company of things that don’t. This part of the process was completed in March, and now the brand is reporting record global profits. These profits are a sign this brand still has the cache and respect to be a strong performer in the luxury vehicle market.
The Next Phase for Infiniti Begins with the QX80
Finally, we get to the good stuff. The flagship SUV heads to a new generation to be part of the 2024 model year. We could see this new QX80 arrive in the latter part of 2023, but it could be early 2024 before we see it in the United States. This second phase of the plan runs through March 2026. The goal is to have a new corporate design that will trickle down to all new models. The QX80 is the perfect vehicle to help make this happen.
What Does Infiniti Need to do to Make this Flagship Unique?
The first part of what will make the QX80 a true flagship is to find a way to differentiate it from the Nissan Armada. The two SUVs share a platform, and for several years, have been too similar in their packaging. By distancing the QX80 from the Armada, the brand hopes this big SUV will be put against the likes of the Cadillac Escalade, Lexus LX, and Range Rover. One thing the QX80 has going for it, this SUV has not seen the same precipitous sales decline as the other models in the brand lineup.
Dealer Showrooms Aid in a New Brand Identity
The look, smell, sound, and feel of the dealership will play a huge part in transforming the Infiniti brand identity. All newly built dealerships will have a similar atmosphere, hitting four of the five senses (it would be strange if taste was part of the mix). In addition to a showroom change, the apps, websites, and call centers of dealerships and the automaker will be tied together to offer a consistent feeling and experience for all customers. Existing dealers aren’t required to revamp and remodel yet.
Electrification is the Third Part of the Plan
Infiniti first announced it would bring electrified models to the market by 2021, but that never happened. This new focus for the brand might put it behind other luxury names in the movement toward EV models, but the foundation must be strong before venturing into this new area of the market. The third phase focuses on expanding electrification and a new model lineup. There could be an electric SUV the size of the QX60 and an electric sedan to replace the Q50, which will arrive in 2025. We don’t know if or when the Infiniti QX80 will go electric, but it won’t be one of the first models to make this change.
What Does Kargar Expect to See From this New Direction?
Instead of chasing sales and dollars the way Ghosn did, Kargar has a much more pragmatic approach. As the new leader of Infiniti, he’s looking for steady, sustainable growth to show the direction is strong. With a focus on the foundational elements that can deliver a unique experience for Infiniti customers, the sales will work themselves out, and this brand should be back in the conversation with some of the top names once again.
Will the Infiniti QX80 be Unique Enough?
To be a successful luxury name, a brand must offer something all other names don’t give to consumers. For years, this was the style and engineering found in the Infiniti models. The QX80 faces two challenges. First, it must be extremely different from the Nissan Armada despite riding on the same platform. Second, it needs to give us something we can’t find with other luxury names. What that special sauce will be is something we won’t understand until the new model arrives for the 2024 model year. Until then, we can watch and admire how Infiniti continues to work its way back into our hearts and minds as a strong luxury name.
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