What future awaits the Infiniti brand? there the premium division of Nissan, this is not new, it has been suffering for several years. If compared with its competitors Lexus (Toyota) and Acura (Honda), she still left with the same odds. Acura opened the dance floor in 1986 in the United States, with the other two joining the ranks in 1989. Unlike Lexus, which diversified its range very early and continues to multiply new products, this is less true for Infiniti. The conclusion is also final: Last year, Lexus sold 625,000 vehicles, Acura sold 102,300, and Infiniti only 58,600. It is even going to be doubled Genesis, Hyundai’s premium subsidiary which sold 56,000 cars in 2022, even though the brand has only been around since 2015…

Quite a small assortment

Unlike the Lexus and Genesis, which have a much larger range, Infiniti lags behind. Large full-size SUV QX80 (ex-QX56) since 2010, family sedan Q50 since 2013. At the same time, everything is not so gloomy, because in recent years, realizing its backwardness, the brand updated its models faster than before. THE QX50 (C-segment) was updated in 2017 in a new, bolder, more luxurious and technological generation, marking a break with the models that Infiniti has offered up until now.

It was rejected in 2021 derivative version of the coupe called QX55. Finally, this year is the most large QX60 (E-segment) also got a brand new version. It always is Infiniti’s best seller in the United States, one of its only markets in the world. The brand doesn’t sell in Japan and has had to give up sales in Russia, which once figured heavily in the equation…

Transform the customer experience

So, how do you keep your head above water? Infiniti and parent company Nissan have a plan of action… The brand is clarifying its positioning, which is currently lost from Nissan. Today, we actually sell models of two brands, or almost. So it’s a matter of championing Infiniti’s premium side. It passes major repair of retail outletscreating a a brighter, cleaner and more minimalistic environment Also. Philosophy in the pure Japanese tradition. Infiniti will also continue to operate materials and invoiceson furniture and aroma diffusers.

The goal is to further tempt the client with a unique experience. The brand took the opportunity to update its logo. If the evolution is not obvious in 2D, the difference should be noticeable on the following models, which will accept a 3D hollowed out emblem. Will this be enough? Accompanied by a consistent product plan, this can only help him. After the failures of the union and the case of Carlos Ghosn, Nissan seems to find colorswhich can only help Infiniti in its business…

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