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Infiniti goes back to 'Q' roots

2012-12-20 07:16

THE ONE THAT STARTED IT ALL: The Infiniti brand has paid homage to its original flagship, the Q45, through its new model nomenclature.

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2013 Infiniti M

2012-11-08 15:16

2013 Infiniti M experience

HONG KONG - The Infiniti auto brand has announced a new model-naming strategy to be applied across its products from the 2014 model year.

First to carry the new Q badge will be the Q50, an all-new premium sports sedan to be unveiled at the Detroit auto show show in January 2013.

The brand will see its model range simply prefixed either by Q (sedans and convertibles) or QX (crossovers and SUVs). Each will be further identified by a double digit representing hierarchy within the range.

"This strategic change reflects our desire for clarity and cohesiveness as it embarks on ambitious growth plans," Infinita says, "including significant expansion of the Infiniti portfolio."

'SIMPLE FRAMEWORK'

Johan de Nysschen, president of Infiniti, explained: “Over the past few months we have talked at length with our retailers, our customers and our business partners about the brand. The need for a new identity and direction to promote consumer familiarity with our model range as we expand the portfolio became evident.

"To achieve this, we clearly needed a simple and consistent naming framework.

“After exhaustive research and evaluation we concluded that ‘Q’ captured the inspiration within the next generation of Infiniti models, as well as emphasising our performance credentials while harking back to our heritage with the Q45 – Infiniti’s first iconic flagship product in 1989.”

The strategy will be implemented in logical stages within the existing product range as new model year variants are introduced. The brand’s future plans include a range of next-generation Infiniti models badged Q and QX from the outset.

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