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Infiniti’s history as a luxury brand can be described as one of the most serious cases of identity crisis. It seems the suits on top never came up with a permanent decision on how the brand should be positioned. Infiniti was on to something in the 2000s and in the 2010s, with models like the G35, G37, and its performance SUVs like the EX and FX, later renamed to Q and QX respectively.
Infiniti sales have gradually gone down since these models, although the brand took off in 2012 and peaked in 2017 with 153,415 cars sold. Then, we got models like the QX55 and QX60, which came with Nissan’s variable-compression (VC), inline-four turbo engine, mated to a CVT – hardly a recipe for winning the hearts and minds of buyers looking at a sporty premium crossover. Moreover, the QX55 was sold in times when all carmakers did away with the CVT (except Acura, which somehow sells more CVT-equipped Integras than manual ones).
Infiniti wants to bring back the glory days, but is it a classic case of too little too late?
It is no secret that Nissan is on borrowed time. The same is true for its luxury brand, Infiniti. Sales started plummeting in 2020, when COVID hit, but the Japanese luxury carmaker officially hit the bottom in 2022, when it sold just 46,616 cars in the US – its main market. It seems, Nissan’s potential benefits from an alliance with Honda will be limited to a few narrow partnerships as Honda showed interest in having its own body-on-frame SUV.
But the latest revelations by Infiniti show promise. On one hand, we got the bonkers, 650-horsepower QX80 Track Spec and the all-conquering QX80 Terrain Spec. Those souped-up versions of the full-size SUV are only showcasing possible directions in which the brand could go.
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Infiniti also showcased its return to performance, two-row SUVs with the QX65 Monograph Concept, which features a swooping sportback roofline, inspired by the FX/ QX. I have no doubt it will transition into production, like the QX80 and QX55 models, but it needs to have the V-6 to work.
For 2025, Infiniti QX80 got an exciting new engine, which could hint at what will be powering the new Q50. Yes, Infiniti’s sedan is making a comeback in the second half of 2027, after being officially discontinued for 2025.
Infiniti teased the “new” Q50 with a revised front fascia and Skyline-inspired taillights, which we already saw on the Japan-exclusive Nissan Skyline NISMO. More importantly, the revised Q50 will feature more power and the option of a manual transmission. I suspect the nine-speed automatic used in the Nissan Z sports car and Infiniti QX80, will replace the old model’s seven-speed. As for the engine, it is said to be tweaked to produce close to 450 horsepower.
Infiniti is clearly playing the V-6 manual cards here, after the VC turbo and CVT proved unpopular – which no one saw coming (obvious sarcasm). The real question is whether this more enthusiast-centric Infiniti Q50 will be powered by the Z’s VR30DDTT, 3.0-liter engine like before or the new, 3.5-liter VR35DDTT featured in the QX80. In the full-size SUV, the 3.5-liter unit is a torque-monster, making 516 pound-feet.
Final thoughts
Infiniti is onto something as it seemingly tries to replicate its success formula from the 2000s. However, the market has shifted and new players aim to conquer the premium sports segment. While Acura seems contemptuous with selling CVT-equipped Integras, it is Genesis that poses a bigger threat. It is also one of the reasons Infiniti sales have been recovering at a slower rate than anticipated.
I think bringing back the Infiniti Q50 with more power and a stick is a great power move, but I would go a step further. Bring the Q50 along for the ride as well. This Japanese coupe is already hailed as the “baby GT-R”, with some examples making big power with little effort. Ditch the 2.0-liter VC turbo and CVT while you are at it.
If Infiniti plays this right, it has a chance of survival, but I’m curious to learn what you think? Do you think Infiniti can go back to being a proper premium brand while also appealing to enthusiasts, or will it be the final nail in the coffin for a struggling brand, plagued by poor management? Feel free to comment below.
Dimitar Angelov’s automotive interests made him an expert in a wide variety of vehicles. Japanese brands like Toyota are closest to his heart, although performance cars in general are his favorite segment, which is why he is constantly on the lookout for the best deals on the market. Dimitar Angelov’s car passion and knack for the written word led him to complete a Master of Arts in Media and Communications, and classic car restoration. Dim is happy to get behind the wheel of any car and share his impressions. You can follow Dimitar on X, Linked-in, Instagram, and Facebook.
Image sources: INFINITI QX60 press, INFINITI Q50 press
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Source: torquenews.com
