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    Infiniti Believes Q Nomenclature Isn't A Problem, Just Need to Message It Better


    • It isn't the name, it's how we present it

    In 2013, Infiniti made a drastic change. The Japanese luxury automaker announced that it would be scrapping its current nomenclature and going with the Q (cars) and QX (crossovers and SUVs) naming system. The move received a lot of criticism at the time. Even now, the decision to move to Q and QX causes many to wonder why.

     

    But this system of Q and QX isn't going anywhere. Infiniti CEO Roland Krüger tells Car and Driver that the company needs to do a better job with communicating the naming system.

     

    “We need to build on our heritage and explain it a bit more. The first Infiniti was called Q45, that was the start of the brand, that’s where it comes from. After that a lot of cars were developed with different naming, but what’s important for a luxury brand is that you have an aspirational hierarchy within the brand setting. Hence Q for a limousine, a sporty sedan, and QX for a crossover, with a number that clearly indicates a place within the hierarchy. But let’s say we didn’t explain it quite enough, to be frank, we need to make sure it’s fully understood,” Krüger explained.

     

    The last line of Krüger's comment is important. Even though the Q and QX nomenclature system has been around for almost three years, we still have problems remembering which model is which.

     

    Source: Car and Driver

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    I have come to the point that if they want Q for cars, fine, but QX is and always will be confusing. They have NO History with QX so why not go with a better way to clearly state CUV/SUV.

     

    Why not just go with X then to designate it as a CUV/SUV or maybe XO.

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    I have come to the point that if they want Q for cars, fine, but QX is and always will be confusing. They have NO History with QX so why not go with a better way to clearly state CUV/SUV.

     

    Why not just go with X then to designate it as a CUV/SUV or maybe XO.

    I agree, well the QX doesn't confuse me but I think they could have saved the X for AWD models. Q# cars QX# awd cars and just choose a random letter to signify SUV/SUV and do the same thing. 

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    I have come to the point that if they want Q for cars, fine, but QX is and always will be confusing. They have NO History with QX so why not go with a better way to clearly state CUV/SUV.

     

    Why not just go with X then to designate it as a CUV/SUV or maybe XO.

    I agree, well the QX doesn't confuse me but I think they could have saved the X for AWD models. Q# cars QX# awd cars and just choose a random letter to signify SUV/SUV and do the same thing. 

     

    Very True, BMW uses X for their awd auto's. This goes with the idiot who decided to drop AWD on the Escalade and go with 4WD which is also used on Suburbans. Yes as in another thread I learned that 4WD on the escalade allows you to go 2WD, 4WD High, 4WD LO and 4WD Auto which is pretty much the same as AWD. Just wish Cadillac had put some thought into this as it is a superior system to the old AWD system but does more than the 4x4 system on the suburban.

     

    Infiniti should have put more thought into their naming of Auto's.

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    I feel like I'm the oddball here but I love the alphanumeric naming that MB/BMW/Audi/Cadillac are using. It does take a little learning but once you do it makes more sense to me. I think MB is probably the most confusing of them all with how many letters/numbers they use when it could all be cut down but I like the CT system Cadillac is adapting, A/S/RS that Audi uses(easily the best naming if you ask me) and Q. Smaller number, smaller car. Bigger number, bigger car. 

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    I like Cadillac's current names: ATS, CTS, XTS. They're not perfect, but the scheme rolls off the tongue, and the cars have some level of recognition now. What nobody has really mentioned is how is Cadillac going to do their V-series nomenclature in the future? CT6-V, CT5-V, CT4-V sounds clumsy as hell. Will it be VT6, VT5, etc? Will they drop "V" all together?

     

    I digress, I'm derailing sh*t. I'm not into alpha numerics in general, but changing from one to another just seems asinine to me.

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    Wait; in 2016, an automaker has to do a "better job communicating" a naming scheme which starts off with a meaningless letter, then is followed sometimes by another letter, then by a pair of meaningless numbers? This mindless product naming approach is ubiquitous at this point; communicate what?? 

     

    And oh; how cute- infiniti believes it has a heritage worthy of paying homage to!

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    Meanwhile a brand no one has ever heard of gets to sneak in and use the G name in its 90, 80 and 70 products.

     

    Yeah, it's a heaping pile of confuzzler gas, made-for-you, and you and you and you and you and me and everyone else....

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    The Infiniti names were always a bit jumbled.  I can hardly keep straight what is what in their line up.  They don't market their products well, and basically every Infiniti gets miss-mashed together because they all have a similar name with no meaning. 

     

    And as far as some aspiration stepping stone, what a joke that is.  They think the Q50 buyer aspires to buy a Q60 the next time (which is a 2 door) then buy a Q70, a big four door, and then buy a Q80 that doesn't exist so they buy a Genesis G90 instead?

     

    I think that moving up thing is a myth anyway.  If you love the 3-series, you will probably keep buying 3-series because you like the nimble handling and sportiness.  I don't know if a 3-series buyer wants a 7-series that is 2 feet longer and weighs 5,000 lbs.  

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    So the G90 is double the car of the Q45.

     

    Actually, I think the well versed reader will love to crack this whip in front of the Infinit Q70. 

     

    And in real dollars....you're probably paying less for more....

     

    That's actually a really funny turn of events. Nice - done did good there SMK!

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    I think that moving up thing is a myth anyway.  If you love the 3-series, you will probably keep buying 3-series because you like the nimble handling and sportiness.  I don't know if a 3-series buyer wants a 7-series that is 2 feet longer and weighs 5,000 lbs.

     

     

    It aint a myth. Once upon a time ago, it was relevant and true.

     

    When all car brands had their own image and each individual model had style.  Whether it be Chryco. or FoMoCo or GM.

     

    Mercury and Lincoln were created just to follow that formula.

     

    GM bought all those brands: Oldsmobile, Pontiac and created Lasalle and eventually had a hierarchy as follows.

     

    Chevrolet, Pontiac, Oldsmobile, Buick, Lasalle, Cadillac.

     

    GM did it best. They perfected the formula.

     

    Now, including GM, is just a mish mash of overlapping models with names that just confuse people. Including BMW.

     

    A 2 Series might be lower in rank that a 4 Series, but a M2 is a beast machine. So...where does that leave the base 4 Series?

    I dont have specs, but I feel as if the M2 is a beastier machine than a M4.

    What about a 4 Series GC?

    THAT has 4 doors. I thought only odd numbers were 4 doored vehicles?

    And...why is a 3 Series a 4 door only model?

    Back in the day, when I was a young pup, a 3 Series was a 2 door...

    Then they made it 4 door. And there was a M3 4 door as well...

     

    Back in the day, a BMW 318 had a 1.8 liter 4 cylinder.

    A 325, had a 2.5 liter engine. We KNEW it was an inline 6...

    Today...what is going on?

     

    A 6 Series is a 2 door...but I saw a 4 door 6 Series the other day...

     

     

    With Cadillac owners...

    They seem to be confused what really is a CTS, an ATS...what model replaced what...

    Really, that is an anecdote that happens when I talk to my clients that own recent Cadillacs.

     

    Mercedes-Benz is not without confusion either.

    Same anecdote with my clients and their Mercedes cars.

    E class, C Class, S Class is easy enough for them.

    Its when M-B has added a 3rd letter that confuses them.

    Where in the puzzle does a CLA fit in?

    A CLS?

     

    They often ask me is a CLS a S Class type vehicle because that is how its marketed, as a very high end model or is it a C Class because of the letter C in the front of the "name."

    When I tell them the CLS is a car off the E Class platform, they look at me dazed and confused and almost call me a liar because there is no letter "E" in the name...

     

    Sure, they all know they drive a Cadillac, BMW or Mercedes.

    But I feel, this alphanumeric bullsyte does not tie them down to the brand at all. Because there is no connection with the model in the first place.  They are confused to what in the hell they are driving. So how can they fall in love with the brand if they just use the model and in a few years just dump the car for another one.  And often enough, they jump ship to the other luxury car maker next door. With leasing, its easy.

     

    Its like phoking a whore.

    You phoque her for an hour in the backseat of your car and dump her at the next block.  On to the next whore.

    She is faceless. Like the cars. Nameless.

    Its cold.

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    This naming $h! is out of control. Just admit that you're lazy and jumping on the bandwagon with everyone else. Nobody's model names mean $h! anymore, not even MB's and BMW's.

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    I like Cadillac's current names: ATS, CTS, XTS. They're not perfect, but the scheme rolls off the tongue, and the cars have some level of recognition now. What nobody has really mentioned is how is Cadillac going to do their V-series nomenclature in the future? CT6-V, CT5-V, CT4-V sounds clumsy as hell. Will it be VT6, VT5, etc? Will they drop "V" all together?

     

    I digress, I'm derailing sh*t. I'm not into alpha numerics in general, but changing from one to another just seems asinine to me.

    Good point with the V Series. I think I like the VT6/VT5 style best because you nailed it, CT6-V does not flow very well at all. 

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    This naming $h! is out of control. Just admit that you're lazy and jumping on the bandwagon with everyone else. Nobody's model names mean $h! anymore, not even MB's and BMW's.

    It's true but how do you do all sorts of variations(like the Germans do) with names? For instance, Instead of a 3/4 Series they use Continental(first "name" that came to my head). So you have a Continental, Continental Coupe, Countinental xDrive, Continental Coupe xDrive, Continental Wagon, Continental Wagon xDrive, Continental Gran Turismo, Continental Gran Turismo xDrive, aaaaaaaand that could all very well just be the base engine or the top of the line twin turbo 6(excluding M). See how wordy the German cars would be had they not just used a number. Also, the numbers actually hold equity in these cars. The numbers signify a larger engine, prestige, "better" car. Everybody that drives any BMW knows a 340i is a more expensive, faster, better equipped car than a 320i. The same exact thing can be said for MB. C300 vs C450. The numbers actually have some equity to them.

     

    Just my view on it though. 

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    Wait; in 2016, an automaker has to do a "better job communicating" a naming scheme which starts off with a meaningless letter, then is followed sometimes by another letter, then by a pair of meaningless numbers? This mindless product naming approach is ubiquitous at this point; communicate what?? 

     

    And oh; how cute- infiniti believes it has a heritage worthy of paying homage to!

     

    This! I tried to allude to this but your post made it clearer.

     

    Alphanumeric names are by definition MEANINGLESS. Their meaning is determined slowly over time by a model's success and therefore recognizability. To change from one alphanumeric scheme to another with the goal of consumer clarity?! That's complete insanity! You just reset recognizability to ZERO.

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    Wait; in 2016, an automaker has to do a "better job communicating" a naming scheme which starts off with a meaningless letter, then is followed sometimes by another letter, then by a pair of meaningless numbers? This mindless product naming approach is ubiquitous at this point; communicate what?? 

     

    And oh; how cute- infiniti believes it has a heritage worthy of paying homage to!

     

    This! I tried to allude to this but your post made it clearer.

     

    Alphanumeric names are by definition MEANINGLESS. Their meaning is determined slowly over time by a model's success and therefore recognizability. To change from one alphanumeric scheme to another with the goal of consumer clarity?! That's complete insanity! You just reset recognizability to ZERO.

     

    What the difference between a "name" gaining respect over time and an alphanumeric? It isn't like a Ford "Fusion" actually has a damn thing to do with "fusion". Same thing can be said for any "named" car/truck. The only "names" that seem to have any meaning are the trucks, Tacoma, Sierra, Canyon, Colorado, Tundra, Ranger, Titan, Frontier. They're places as if saying they can go anywhere tough(not sure about the Tacoma one though). But when it comes to cars and SUVs the names are just a random word, for the most part. They all start with zero value and in a few years they ditch the name for something else anyway like the Cavalier, Cruze, whatever will be next.. Escort, Focus, then whatever will be next.. Honda and Toyota have kept their names around a long time to build some value to the names but for the most part a "name" has as much meaningless-ness as CT6 or S550. 

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    Wait; in 2016, an automaker has to do a "better job communicating" a naming scheme which starts off with a meaningless letter, then is followed sometimes by another letter, then by a pair of meaningless numbers? This mindless product naming approach is ubiquitous at this point; communicate what?? 

     

    And oh; how cute- infiniti believes it has a heritage worthy of paying homage to!

     

    This! I tried to allude to this but your post made it clearer.

     

    Alphanumeric names are by definition MEANINGLESS. Their meaning is determined slowly over time by a model's success and therefore recognizability. To change from one alphanumeric scheme to another with the goal of consumer clarity?! That's complete insanity! You just reset recognizability to ZERO.

     

    What the difference between a "name" gaining respect over time and an alphanumeric? It isn't like a Ford "Fusion" actually has a damn thing to do with "fusion". Same thing can be said for any "named" car/truck. The only "names" that seem to have any meaning are the trucks, Tacoma, Sierra, Canyon, Colorado, Tundra, Ranger, Titan, Frontier. They're places as if saying they can go anywhere tough(not sure about the Tacoma one though). But when it comes to cars and SUVs the names are just a random word, for the most part. They all start with zero value and in a few years they ditch the name for something else anyway like the Cavalier, Cruze, whatever will be next.. Escort, Focus, then whatever will be next.. Honda and Toyota have kept their names around a long time to build some value to the names but for the most part a "name" has as much meaningless-ness as CT6 or S550. 

     

     

    A name can evoke a feeling or mental association without any experience with the car, where numbers are cold and numb. "Eldorado," "Imperial," "Galaxy," they all illicit some sort of mental stimulation without even trying, that stimulation can latch onto model association very rapidly. When a brain processes extraneous information, it's thrown out of short term memory, that's basic neuroscience.

     

    It's why you wouldn't remember half the phone number shouted to you by the hottest girl you've ever seen but you'd remember her name when you told your friends the story a month later.

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    Wait; in 2016, an automaker has to do a "better job communicating" a naming scheme which starts off with a meaningless letter, then is followed sometimes by another letter, then by a pair of meaningless numbers? This mindless product naming approach is ubiquitous at this point; communicate what?? 

     

    And oh; how cute- infiniti believes it has a heritage worthy of paying homage to!

     

    This! I tried to allude to this but your post made it clearer.

     

    Alphanumeric names are by definition MEANINGLESS. Their meaning is determined slowly over time by a model's success and therefore recognizability. To change from one alphanumeric scheme to another with the goal of consumer clarity?! That's complete insanity! You just reset recognizability to ZERO.

     

    What the difference between a "name" gaining respect over time and an alphanumeric? It isn't like a Ford "Fusion" actually has a damn thing to do with "fusion". Same thing can be said for any "named" car/truck. The only "names" that seem to have any meaning are the trucks, Tacoma, Sierra, Canyon, Colorado, Tundra, Ranger, Titan, Frontier. They're places as if saying they can go anywhere tough(not sure about the Tacoma one though). But when it comes to cars and SUVs the names are just a random word, for the most part. They all start with zero value and in a few years they ditch the name for something else anyway like the Cavalier, Cruze, whatever will be next.. Escort, Focus, then whatever will be next.. Honda and Toyota have kept their names around a long time to build some value to the names but for the most part a "name" has as much meaningless-ness as CT6 or S550. 

     

     

    A name can evoke a feeling or mental association without any experience with the car, where numbers are cold and numb. "Eldorado," "Imperial," "Galaxy," they all illicit some sort of mental stimulation without even trying, that stimulation can latch onto model association very rapidly. When a brain processes extraneous information, it's thrown out of short term memory, that's basic neuroscience.

     

    It's why you wouldn't remember half the phone number shouted to you by the hottest girl you've ever seen but you'd remember her name when you told your friends the story a month later.

     

    Alright.. I see what you mean. Makes sense. I guess I just don't see ANY value in names for cars like Focus, Cruze, Fit.. They will change and mean nothing.Now for a flagship, it makes sense. But then if that is the case...where do you stop? You can't just have one name and the rest alphanumeric(lol - Cadillac). 

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    This naming $h! is out of control. Just admit that you're lazy and jumping on the bandwagon with everyone else. Nobody's model names mean $h! anymore, not even MB's and BMW's.

    It's true but how do you do all sorts of variations(like the Germans do) with names? For instance, Instead of a 3/4 Series they use Continental(first "name" that came to my head). So you have a Continental, Continental Coupe, Countinental xDrive, Continental Coupe xDrive, Continental Wagon, Continental Wagon xDrive, Continental Gran Turismo, Continental Gran Turismo xDrive, aaaaaaaand that could all very well just be the base engine or the top of the line twin turbo 6(excluding M). See how wordy the German cars would be had they not just used a number. Also, the numbers actually hold equity in these cars. The numbers signify a larger engine, prestige, "better" car. Everybody that drives any BMW knows a 340i is a more expensive, faster, better equipped car than a 320i. The same exact thing can be said for MB. C300 vs C450. The numbers actually have some equity to them.

     

    Just my view on it though. 

     

     

    Two things-

     

    First off, I see no problem with all the hypothetical Continental variants. You put the model name on one side of the deck lid, you put the variant on the other. 'Conti' on the left, 'Touring', 'Coupe', whatever on the right. Simple.

     

    As for the Germans, their names used to at least make sense for the most part. A 325i had a 2.5 liter engine. A 540i had a 4.0 engine. Now, they're a mess. They need to go back their ols naming scheme. Call a 320i a 320i, Call a 328i a 328is. Call the 335i a 330i. This $h! ain't hard. They're just making it convoluted.

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    This naming $h! is out of control. Just admit that you're lazy and jumping on the bandwagon with everyone else. Nobody's model names mean $h! anymore, not even MB's and BMW's.

    It's true but how do you do all sorts of variations(like the Germans do) with names? For instance, Instead of a 3/4 Series they use Continental(first "name" that came to my head). So you have a Continental, Continental Coupe, Countinental xDrive, Continental Coupe xDrive, Continental Wagon, Continental Wagon xDrive, Continental Gran Turismo, Continental Gran Turismo xDrive, aaaaaaaand that could all very well just be the base engine or the top of the line twin turbo 6(excluding M). See how wordy the German cars would be had they not just used a number. Also, the numbers actually hold equity in these cars. The numbers signify a larger engine, prestige, "better" car. Everybody that drives any BMW knows a 340i is a more expensive, faster, better equipped car than a 320i. The same exact thing can be said for MB. C300 vs C450. The numbers actually have some equity to them.

     

    Just my view on it though. 

     

     

    Two things-

     

    First off, I see no problem with all the hypothetical Continental variants. You put the model name on one side of the deck lid, you put the variant on the other. 'Conti' on the left, 'Touring', 'Coupe', whatever on the right. Simple.

     

    As for the Germans, their names used to at least make sense for the most part. A 325i had a 2.5 liter engine. A 540i had a 4.0 engine. Now, they're a mess. They need to go back their ols naming scheme. Call a 320i a 320i, Call a 328i a 328is. Call the 335i a 330i. This $h! ain't hard. They're just making it convoluted.

     

    Alright, I see what you mean as well. And I do agree. MB was the same.. C350 was a 3.5 C32 AMG..3.2L C55 AMG...5.5L Now a C63 AMG is a 4.0L 

     

    Looking at it like this it it waaaaay more of a mess right now. It almost seems as if they are afraid to decrease the number as if signifying a downgrade in vehicle. 

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    That's exactly what it is. "We can't call the new 328i a 320i now just because it has a 2.0 engine, people will think it's not as good!" 

    I call BS on this. Marketing has retold stories multiple different ways.

     

    So you change the power train for the 3 series and then redo ALL the 3 series at the same time to connect the numbers with the engines.

     

    I personally think both BMW and MB needs to do this as their numbering system is a mess now.

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    That's exactly what it is. "We can't call the new 328i a 320i now just because it has a 2.0 engine, people will think it's not as good!" 

    I call BS on this. Marketing has retold stories multiple different ways.

     

    So you change the power train for the 3 series and then redo ALL the 3 series at the same time to connect the numbers with the engines.

     

    I personally think both BMW and MB needs to do this as their numbering system is a mess now.

     

     

    I'm saying that is the mentality of BMW, not that it's the truth or what I think.

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