Nissan launched Infiniti back in 1989 as a US brand, but more recently, Nissan's luxury marque has started focusing on more of a global presence. With a new global headquarters set up in Hong Kong and former Audi bigwig Johan de Nysschen at the helm, Wards Auto is reporting that the automaker's next goal is to create a "de-Americanized" lineup of vehicles.

This plan essentially consists of smaller cars and smaller-displacement engines to make Infiniti more attractive for buyers in Europe and Asia – two regions that tend to skew more toward smaller vehicles and smaller powerplants. To this point, Infiniti has been focused on vehicles better-suited to the US market – in fact, its smallest engine is a 3.7-liter V6 with 330 horsepower, and it doesn't offer a single diesel.

The first step in this transformation will be part of the Daimler-Nissan engine deal that will see a four-cylinder diesel eventually used in the 2014 Q50, but the report also reconfirms the importance of the soon-to-arrive Q30 production model (a concept of which was revealed last week in Frankfurt), along with the idea of a QX30 based on the Nissan Qashqai. There's also the latest projection of a full-electric Infiniti model that Wards says will debut sometime around 2015. Of course, Infiniti isn't giving up on large cars entirely – the reports indicates that Infiniti is planning a fullsize flagship model – possibly named Q80 – to compete against German sedans like the Audi A8, BMW 7 Series and Mercedes-Benz S-Class.

This global strategy was likely a key factor in the brand's decision to rename its entire current lineup including the well-established G. Like all luxury automakers, Infiniti is eyeing growth in China, and it has plans to expand its dealer network in the country from 60 to 80, with the goal of having up to as many as 200 outlets by the end of the decade.


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  • 61 Comments
      Winnie Jenkems
      • 1 Year Ago
      Yayyy, flagship!
      Xantia10000
      • 1 Year Ago
      I don't think I ever really understood Infiniti. At first if offered a big 7-Series rival, the Q45. But marketed it by showing twigs and a pile of rocks, without the car. Surprised by poor sales, they converted the whole range into Lexus-wannabe, all soft and lame and chromey. That didn't seem to work either. Then they went after BMW with a relatively successful G. But then undid all their efforts by confusing the hell out of everyone with the new Q/QX naming strategy. Maybe future generations will eventually understand...
      cd
      • 1 Year Ago
      Infiniti offers a 2.5L V6 in America.
      • 1 Year Ago
      [blocked]
      Bernard
      • 1 Year Ago
      So many infiniti haters, do you guys not like fast RWD cars with reliable engines?
      Dave
      • 1 Year Ago
      So by de-Amerianizing they must mean confusing the crap out of consumers by renaming all of their cars starting with Q. Even fewer Americans will have a clue about what Infiniti sells... So Far, So Good..
      Sean Thompson
      • 1 Year Ago
      Another article about another car company becoming more China-focused. It's sad that Neither Europe or North America is driving the auto industry anymore. We better wake up and see the wave that is about to hit us in the face.
        chrismcfreely
        • 1 Year Ago
        @Sean Thompson
        In the face? Why does it matter who's driving the market? Sounds like xenophobia to me.
        William Flesher
        • 1 Year Ago
        @Sean Thompson
        I disagree Sean. As stated in this article, adding smaller vehicles and engines with lower displacement will help Infiniti boost sales in the European and Asian markets. It's also a wise move for the US market, as our CAFE requirements increase and our population becomes increasingly urban. It's a smart GLOBAL strategy that even proud US companies like Cadillac are pursuing. The irony is that Infiniti's plans for a larger flagship model (something many American luxury consumers would like to see), are only possible due to China's appetite for large traditional luxury sedans. If you must worry about China, forget about non-chinese luxury car manufacturers. Walmart, that "proudly American company", has been selling cheaply made Chinese goods for years now at great profit simply because they pay their American workers so poorly. That "wave" has been "hitting us in the face" for quite some time but most American consumers are oblivious to the high cost of artificially low prices. I appreciate your sentiments Sean, but blaming Infiniti's (or Cadillac's) global business plans on a "China focus" is misplaced anger and frustration. As difficult as it is to imagine for many Americans, the middle class IS shrinking, the poverty class IS growing, and we are collectively pinching pennies against our own best interests.
        HH
        • 1 Year Ago
        @Sean Thompson
        The U.S. market is saturated and the Chinese market is growing. Are companies not supposed to realize this? There's no shortage of American companies trying to make money in China. Is this sad also?
      Bernard
      • 1 Year Ago
      No!!! Not my Infiniti. Why must you foreign markets tax displacement? I don't want a smaller buzzier engine! I like my liters. Hopefully the changes are only in adding diesels and not in changing the gas engine lineup. The world does not need a G25 repeat!
      Mo
      • 1 Year Ago
      how about finally updating your g37 coupe instead of ignoring it and maybe giving it a price cut like you did with the sedan since it doesnt make sense why it cost so much for a 7yr old car.
      Radioactive Flea
      • 1 Year Ago
      "de-Americanize" is company code for we can't compete.
        2 wheeled menace
        • 1 Year Ago
        @Radioactive Flea
        It's code for 'we ain't buyin' enough cars and we are going to get the scraps instead'.
      Johnny Trailerpark
      • 1 Year Ago
      Looks like they've already started by dropping the manual from the four door Q. Jackasses.
      johnb
      • 1 Year Ago
      de-Americanize. So that's why all their designs are horrid? I don't think so.
        chrismcfreely
        • 1 Year Ago
        @johnb
        Pretty much everyone likes Infiniti styling, except maybe qx56 and the new jx.
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