Nissan’s Infiniti luxury brand is getting a makeover. Not the cars. Just the brand. Some dealers, however, are reportedly reluctant to sign on without a significant lineup change.
The new look includes a new logo. Seen from head-on, it’s hard to distinguish the new look from the old one. But, viewed from an angle, the “infinite road” that has always been the central motif of the design is now three-dimensional.
The new 3D logo “will adorn production vehicles of the future – bringing added depth, while expressing dynamism, motion, and power,” the company says.
New Look, Sounds, Even a Signature Smell
The style remake also includes a new dealership look centered on woods and bright lighting. It’s optional, so we expect to see it mostly on new dealerships. But it’s unquestionably beautiful. The company says it wants to embrace “the Japanese concept of ‘Ma,’ a philosophy that considers the space between things.”
Designers have even created a “brand master track” of sounds that will define advertising. They’ve also crafted a signature scent that “evokes a Japanese forest, with hints of Hinoki wood (Japanese cypress), sugi (Japanese cedar) and yuzu (Japanese citrus).” The scent will be diffused through the air at events, and dealers can choose to do the same in showrooms.
But Dealers Are Worried About a Stale Lineup
Many of those dealers, however, would rather see the design energy go into new cars. Trade publication Automotive News reports, “A stale product lineup and uninterested consumers dragged Infiniti’s U.S. sales into a multiyear slump that reached a new low last year.”
Dealers, AN says, “still need convincing that Infiniti can deliver on the promised revival.”
“To the chagrin of some dealers,” AN says, “Infiniti still won’t bring a battery-powered model to market until the second half of the decade.”
The brand promised dealers at a meeting this week that it will unveil “four new or redesigned models — including two electric vehicles — by the end of 2027.” The company reportedly showed off a redesigned QX80 SUV. Dealers also saw “a new two-row gasoline-powered midsize crossover and a pair of battery-powered models.”
Current Lineup Includes Some Steals
The current Infiniti lineup is dated compared to rivals that enjoy a steady drumbeat of electric cars and updated hybrids. But that means buying opportunities for those looking to get into a luxury vehicle without paying a hefty premium. Our editors rate the QX50, QX55, and QX60 SUVs all around four out of five stars for 2023.
If customers are flocking to competitors’ showrooms, luxury car shoppers might find it easier to negotiate a good deal from a worried Infiniti dealer.
