Nissan's premium arm today revealed plans to bring four new model to market, bringing a much needed shot in the arm to the company's dated lineup. Currently, the automaker sells the Q50 sedan, Q60 coupe and QX50, QX55, QX60 and QX80 sport utility vehicles (SUVs).
The new vehicles were shown in concept form ahead of the Tokyo Mobility Show (formerly the Tokyo Motor Show).
"Today is a pivotal moment for Infiniti as we announce four stunning new models are on the way," said Jose Roman, global head of Infiniti and senior vice president, Global Sales, Nissan Motor Co., in a press release. "These additions will reinvigorate Infiniti and pave the way to achieving our long-term plan: Ambition 2030."
The Vision Qe is a fastback sedan that previews Infiniti's first electric vehicle. The automaker has already said that an electric sedan will be built alongside Nissan's new, electric Maxima, at the company's Canton, Mississippi plant.
Its concept version features "digital piano key" lighting and machine-finished wheels.
The next-generation QX80 flagship SUV will arrive next year. It was previewed by a concept model at this year's Pebble Beach Concours d'Elegance. Its under-skin twin, the Nissan Armada, is expected to be remade anew as well, and revealed about the same time as the QX80.
On the heels of the success of the QX55 crossover, which the company said had orders exceeding its expectations, a QX65 mid-size, high-riding hatchback will be making its way to market. The two are expected to share similar body design characteristics like the BMW X4 and X6 do.
An all-electric SUV is also planned. Infiniti is already well behind the competition in offering electric models. Cadillac sells Lyriq, Volvo has electrified options across its entire lineup, and Acura has ZDX on the way.
"Infiniti has a long way to go in reviving its image in the U.S., though sales have been improving in 2023 along with most of the industry," Stephanie Brinley, associate director of research and analysis at S&P Global told Newsweek. "As automakers work toward an EV-dominant future, and with luxury brands really leading the way, Infiniti is planning a similar shift."
"Market and regulatory pressures are driving a shift to an EV-dominant market, and the expectation is to pull buyers along and amplify the current demand for EVs. A shift to an all-electrified lineup is simply part of the current landscape; the change will not set the company apart. How well it designs and executes will determine its success. Starting with the fastback sedan, which had been expected, runs counter to the current demand for utility vehicles, but could also give Infiniti a way to stand out from the crowd," she said.
These four new models are about more than just a move into a new powertrain and design future. "Infiniti is taking advantage of the transition to electrified products to essentially relaunch the brand, with efforts including the dealer environment and customer experiences, as well as a new look for the brand logo," Brinley shared.
"As a relaunch of the brand, there are more pieces in play than a couple of new products. The brand does need to remain committed to this new path and the changes they have started.
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With enough support, the new look, new dealerships and new product can come together and create momentum deeper than a basic new product launch. Having said that, Infiniti has teased out EV concepts before, talked about refreshing the brand and then not capitalized on momentum, in part on the same external impacts the whole industry has faced. There needs to be follow through on the plans being announced this year."
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