Infiniti is undergoing a significant transformation in the US market, prioritizing a shift towards higher-end vehicles. Following a disappointing 2024 with a 10.2% sales decline, the luxury brand has announced the discontinuation of two key models: the QX50 and QX55 crossovers. These decisions follow the previous discontinuation of the Q50 sedan and Q60 coupe, further solidifying Infiniti's transition into an all-SUV brand.
While the loss of the QX50 and QX55 may alienate some customers seeking more affordable options, Infiniti's strategy aims to increase profitability by focusing on higher-priced vehicles. Ponz Pandikuthira, Nissan Americas' product planning chief, acknowledged that these models are starting to appear dated and emphasized that their replacements – the redesigned QX60 and the all-new QX65 – will command higher price points. The three-row QX60 is slated for a 2026 release, followed by the two-row, coupe-like QX65, both expected to carry a premium over the current models, which currently start at $43,000 and $50,150, respectively.
Infiniti's current lineup comprises just four models: the soon-to-be-discontinued QX50 and QX55, the existing QX60, and the flagship QX80. This luxury SUV caters to a discerning clientele, with many buyers boasting annual incomes exceeding $1 million. Despite an 18.6% sales drop in 2024, Infiniti aims to double its sales volume in 2025, a challenging goal considering the late launch of the third-generation QX60.
The future of Infiniti may be further influenced by the proposed mega-merger between Nissan and Honda. While Mitsubishi is not expected to join the new holding company, close collaboration between the three Japanese automakers is anticipated.
This strategic shift reflects Infiniti's ambition to compete more effectively in the competitive luxury segment. By focusing on higher-margin vehicles and refining its product lineup, the brand aims to improve its profitability and solidify its position in the market. However, the success of this strategy hinges on the successful execution of the QX60 and QX65 launches and the ability to attract discerning customers willing to pay a premium for the brand's offerings.