Apparently the reaction to Infiniti’s spading over its current nomenclature in favor of a whole line of Q-ships was sufficiently negative to prompt Johan de Nysschen his own bad self to issue an explanation, which went like this:
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 which 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.
Not flexible enough to eschew alphanumerics entirely, though. Remember the Acura Legend? Or the Integra? Now, do you remember any Acuras since then?
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.
The M isn’t the flagship. (If it were, it would be something like Q90, a step ahead of the dreadnaught QX80 — previously QX56 — SUV.) This is where the Q should be. I will be generous and not mention the second-generation Q45, which actually had a 4.1-liter engine.
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.
M, then G; QX, JX, FX, EX. Reverse alphabetical order. Of course, the JX, being a thinly-disguised Nissan Pathfinder, is way out of position, but it doesn’t even fit the brand, let alone the hierarchy. (Lowest power of any Infiniti, and a CVT besides? Shoulda been the DX. This had to be Carlos Ghosn’s idea: only someone comfortable with ripping the roof off a Murano fercrissake could possibly imagine such a thing.) And please note: two actual cars, four SUV-like things. What’s wrong with this picture?
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 you stretch it over the entire line? This isn’t as insane as Lincoln’s MK[whatever] branding strategery, but it’s close.