Infiniti News: Infiniti Defends New Nomenclature, Talks About A 550 HP M

[William Maley]

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William Maley

Staff Writer - CheersandGears.com

December 19, 2012

When Infiniti announced on Monday night that they would be changing their nomenclature to Q and QX, the outpouring of rage and sarcastic comments were overwhelming. Today Johan de Nysschen, Infiniti's president sent an open letter to the press and its fans explaining its decision.

de Nysschen explained that Infiniti will be going on a product offensive in the next few years and and found itself in the situation of finding alphanumeric combinations that weren't already taken by another automaker. de Nysschen also said that the current nomenclature is causing confusion in new markets that Infiniti is entering.

"Our new customers are unfamiliar with the brand and struggle to understand our range hierarchy. Is a JX above or below an FX? Where does an EX fit? What is the relationship between G and Infiniti M? Research confirms the majority of newcomers to our brand consider the naming to be somewhat arbitrary and confusing." said de Nysschen.

There's one part of the letter that has everyone in the automotive media buzzing and dreaming. de Nysschen references a "new high-tech 550+ horsepower performance flagship for the Infiniti M range above it (M56 which uses a V8), using a potent charged induction V6". Interesting if a bit random example to use. But for de Nysschen to reference horsepower and a 'potent charged induction V6' has caused everyone to go into a tizzy about a M or I should say Q70 sedan with a GT-R powertain.

We'll wait and see if that comes to fruition, along with seeing if Infiniti's name change is a good idea.

William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected]or you can follow him on twitter at @realmudmonster.

Press Release is on Page 2

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A Message from Johan de Nysschen to Infiniti Owners and Fans

Dear Infiniti fans: We love you dearly. And we know you love the brand. Which means it’s only natural that you may feel surprised by the announcement that we plan to change our nomenclature philosophy. No one likes change.

It was a tough decision. We like our current model names as much as you do. But we had no choice but to change. Let me explain.

1. We are embarking on a massive product offensive, and these new cars need names. There are no suitable combinations of Alphanumeric naming options remaining that are not already trademarked by another automaker. In order to expand our line up with the fascinating new models we are developing, we must create a more flexible nomenclature philosophy.

2. Our new advanced technology engines under development will be smaller, lighter, more fuel efficient yet more powerful. And we will introduce some exhilarating performance machines in the future. I’m sure you will agree, it would be a bit odd to have a powerful, luxurious and refined V8 powered Infiniti M56, then position a new high-tech 550+ horsepower performance flagship for the Infiniti M range above it, using a potent charged induction V6, but then call it Infiniti M30, which we would be obliged to do, following our current naming logic.

3. Infiniti is becoming a global brand now. We are already active in almost 50 countries, the majority only very recently. Our new customers are unfamiliar with the brand and struggle to understand our range hierarchy. Is a JX above or below an FX? Where does an EX fit? What is the relationship between G and Infiniti M? Research confirms the majority of newcomers to our brand consider the naming to be somewhat arbitrary and confusing.

4. Infiniti owns the naming assets of Q plus double digit, and QX plus double digit. And it is a permanent part of our heritage.

So the solution is pretty straightforward – use Q for cars, QX for crossovers, and double digits in increments of ten, to denote hierarchy, linked to the price point of the model, not size and not engine displacement. And no, we wont call all-wheel drive models Q50X or QX50X. The fact that a model may feature four-wheel drive will be indicated by specific badging describing this feature on the car and is not part of the model name.

The really exciting implication of all this is that it prepares the way for the introduction of several fascinating new models above and below the current line up, and a wider range of powertrains including some truly stunning performance cars in our future.

So there is only good news for all Infiniti fans around the globe. We are working very hard to bring you great products, a great brand and a compelling ownership experience. And we are really confident you will love the new Q50. It’s simply that good.

Warmest regards,

Johan de Nysschen

President

Infiniti Motor Company Limited

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[Drew Dowdell]

Yes the current naming scheme didn't work well.. Especially in crossovers, but this new one doesn't really fix the problem.

[David]

Loosing product line take backwards step to loosing name badge. Executives clueless in how to grow a company.

Executive Board will be faced with cleaning house and rebooting or closing down non inspiring product line and names.

When will they wake up and realize simple letters and numbers do not inspire quality must have driving machines.

[jvcmike]

Welcome to the land of Lincoln, good luck with that.

[Drew Dowdell]

Welcome to the land of Lincoln, good luck with that.

this.

[yougojay]

Welcome to the land of Lincoln, good luck with that.

You can watch drunk drivers on 'Cops' do a better job with the alphabet in a sobriety test than trying to figure out these new car 'letter' names...I finally figured out Cadillac naming (I think...) and that's from staring at this forum for so long...

Took me awhile to realize "welcome to the land of Lincoln" exactly, Lincoln - what, MKZ, MKX MKOK- whatever, I feel so distanced from Lincoln cars, but back in the day you knew a Lincoln & you knew the name of the model...Continental, Town Car, Mark Series.

Give the face a NAME

[ocnblu]

Alphanumerics do not work on any brand, imo. Even on BMW, they're referred to as "3-series", "5-series", etc. more than the actual model name... and Benz as "C-class", M-class" "S-class"... the numbers are too confusing.

Cadillac and Lincoln had iconic model names and they threw it all away. They should be proud to be American, not copying Euro naming culture.

[David]

The first auto company that comes up with a solid naming series that actually has names / synonms that reflect the auto will gain big market share.

Eventually they will learn that we the buyers have passion and want to own a Monte Carlo SS, 442, El Camino SS, etc. There are plenty of great naming series they could use that is better than an Alphabet soup.

[Drew Dowdell]

The first auto company that comes up with a solid naming series that actually has names / synonms that reflect the auto will gain big market share.

Nissan Cube

well it fits your criteria!

[smk4565]

The Infiniti (and Acura and Lincoln) naming is random, arbitrary and confusing, but not sure calling them Q40-50-60-70 is any better. They spend a lot of time advertising "G35/G37" and getting that model name to sink in to now just dump it. At least they will have a hierarchy that maybe new customers will understand, but this seems like the move of a desperate brand.

I like names more than alpha numerics, unless you have a sensible structure such as Audi: A4, A6, A8, and S4, S6, S8 for sport versions, that is easy to understand and it makes sense. I think BMW is going wrong with the 4-series coupe, while Mercedes doing it right by having a C sedan and C coupe, they are both a C-class they don't need 2 names.

[David]

The first auto company that comes up with a solid naming series that actually has names / synonms that reflect the auto will gain big market share.

Nissan Cube

well it fits your criteria!

OK you got me on that one, but sadly Cube does not seem to carry over onto all models.

Now if that name was from Jeep I could see a whole line of products

Jeep Cube aka Wrangler

Jeep Rectangle aka Patriot

h'mmmmm I could see a whole family of Geometry. Math teachers would love it!

We should come up with a naming series for each brand on what we think they should be called, maybe make it a competition.

[Paolino]

So, basically someone could own a Q50 and have either the big engine or small engine, and they can't boast about it with a model code... I mean, people know the main difference between a SL500 and an SL600. Same car basically, but we know the latter comes with a bigger engine and probably more tech. A lot of people who buy luxury cars like to boast... Infiniti's new naming scheme won't allow that.

[smk4565]

So, basically someone could own a Q50 and have either the big engine or small engine, and they can't boast about it with a model code... I mean, people know the main difference between a SL500 and an SL600. Same car basically, but we know the latter comes with a bigger engine and probably more tech. A lot of people who buy luxury cars like to boast... Infiniti's new naming scheme won't allow that.

Unless there is only one engine, like the G37 has just the V6. They could do the Q50 with the V6 for example, then the IPL trim has more power. Or maybe they do regular and turbo, like Sonata or Verano turbo options but same model name. So you have a Q50 and Q50 turbo.

[David]

So then the following would work:

Q50 = Standard car

Q50T = Standard car with turbo

Q50TT = Performance model with Twin Turbo

Q50TTc= Performance Model with Twin Turbo Coupe

Q50TTs = Performance model with Twin Turbo Station wagon

[jvcmike]

Welcome to the land of Lincoln, good luck with that.

this.

I meant "that" because it is not implemented yet, plus it has a better kick than "this", ala blackmailing Bruce Wayne, because you think he is Batman!! (The Dark Knight)

Edited January 2, 2013 by jvcmike

[Paolino]

So, basically someone could own a Q50 and have either the big engine or small engine, and they can't boast about it with a model code... I mean, people know the main difference between a SL500 and an SL600. Same car basically, but we know the latter comes with a bigger engine and probably more tech. A lot of people who buy luxury cars like to boast... Infiniti's new naming scheme won't allow that.

Unless there is only one engine, like the G37 has just the V6. They could do the Q50 with the V6 for example, then the IPL trim has more power. Or maybe they do regular and turbo, like Sonata or Verano turbo options but same model name. So you have a Q50 and Q50 turbo.

The G also has the 2.5L 4-cylinder....

[Drew Dowdell]

The Infiniti G25 is a V6 boat anchor out performed by more than a few 2 liter turbos.