Infiniti is shifting gears, with plans to develop a line of high-performance vehicles designed to rival established luxury performance brands like BMW M and Mercedes-AMG. This represents a significant departure from past efforts, such as the Q60 IPL, which offered modest performance upgrades but failed to truly compete with the German automakers.
The Push for “True Performance”
Nissan Americas product planning chief Ponz Pandikuthira stated the company’s intention to create vehicles offering “true performance.” This suggests a commitment to substantial power increases and engineering that doesn’t just add horsepower, but delivers it reliably. The challenge, as Pandikuthira points out, lies in balancing extreme performance with the luxury, refinement, and quiet operation that premium buyers expect.
“Customers want ultimate performance but don’t want to compromise on luxury, quietness, and fine design … It’s easy just to do another 20 hp, but how do you deliver 50 percent more horsepower with reliability?”
A Halo Effect Strategy
Nissan Americas Chairman Christian Meunier emphasized the importance of creating a “halo product” – a vehicle so compelling that it elevates the entire brand. This strategy focuses on achieving class-leading performance, particularly in the competitive premium segment.
Upcoming Models and Concepts
Infiniti has confirmed that a manual transmission-equipped performance sedan—likely the next Q50—is in development. The company also plans to extend its performance lineup to include SUVs, like the QX65 and QX80. Notably, Infiniti showcased a QX80 concept at SEMA powered by a Nissan GT-R engine, signaling a willingness to explore extreme performance configurations. While this exact powertrain may not make it into production, it demonstrates the brand’s ambition.
This move represents a serious effort by Infiniti to establish itself as a legitimate competitor in the high-performance luxury market. The success of this strategy will depend on the company’s ability to deliver on its promise of uncompromising power, reliability, and refinement.
