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INFINITI

Infiniti is a subsidiary of Nissan, the large Japanese car and truck maker. As a luxury-focused brand, Infiniti vehicles are marketed to consumers with high incomes and a taste for quality. The cars were introduced to the American and Canadian consumer markets in November 1989, ushering in a period of expansion for the brand that continues to this day.

Generally regarded as a direct response to the introduction of the Lexus and Acura luxury models (by Toyota and Honda, respectively) Infiniti originally arrived in North American dealerships in the Q45 and M30 models. In the years following the initial release, the G20 and J30 Infiniti cars were brought to market, although sales were relatively poor. By 2003, a revamped G35 model was popular enough with buyers that Infiniti sales began to climb again.

Next came the brand’s crossover model, the FX35, and a full-size sport utility vehicle, the QX56. The running theme of Infiniti product development seems to indicate a design and marketing standpoint that has continually been playing catch-up with competitors. Despite the brand’s difficulty in successfully attracting the target demographics for its vehicles, Infiniti has been repeatedly recognized by the automotive press for offering strong products in a saturated market.

Infiniti, via a partnership forged between Renault and Nissan, has a considerable presence in the racing world, having partnered with Red Bull for F1 events.

The automobiles and SUVs produced by Infiniti are unabashedly marketed to high-end customers, with prices for the 2015 QX80 SUV starting in the mid-$70,000 range. For this, buyers get a 400-horsepower engine, four wheel drive, 8500 pounds of towing capacity and an array of specialty features including a front-and-rear sonar object detection system, the NavTraffic information module, a fifteen-speaker Bose sound system and Infiniti’s own Hard Drive Navigation system.

On the lower end of the Infiniti pricing spectrum is the 2015 Q50, which is available for under $40,000. With a 328 horsepower engine and a seven-speed automatic transmission, the Q50 is a relatively affordable luxury car. Features including a Rear View Monitor, touch displays, USB ports standard and Brake Assist sweeten the deal for the average consumer, however there is little mention of fuel efficiency or reduced emissions technology in the promotional materials for this and other Infiniti vehicles. It is possible that a focus on energy efficiency for upcoming Infiniti product designs could contribute to a resurgence of the brand in coming years.