Infiniti’s boss responds to fan feedback about nomenclature change

Infiniti’s President Johan de Nysschen has released a statement regarding fans and customers responding to the brand’s recent nomenclature change.

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
Infiniti Motor Company Limited

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  • Keith

    So does Mercedes or Lexus have issues marketing cars? Lexus has CT, ES, GS, LS seems to work for them. Infiniti just has a marketing issues, not a naming issue.

  • I’m sorry, but this is a sorry excuse. Who dafuq wants all of their cars named Q? That is still one of the most retarded things to me. But then again, badge engineered brands are stupid.

  • Rell

    Not just that its a very DUMB move by Infiniti! Its plan old STUPID! Why not just add a C for the coupes Q50c and Q50s or just Q50 for sedans? It make absolutely no sense to give a coup a higher number then a sedan, like BMW 7 sedan and 6 coupe series… How’s the EX=QX50 and the FX=QX70 and have the JX=QX60 right in the middle of those 2 sibling? Last I thought the EX was suspose to be a smaller version of the FX, so if anything. It should be EX=QX50, FX=QX60, JX=QX70, QX56=QX80. The EX is the FX baby bro or sis, so it should always be right under the FX. So if later on you guys decide to come out with another SUV. What is it gonna be QX40 or QX90? How abt another sedan Q40, Q80 or Q90? How STUPID!!! keep the line just the way it is and just come up with new name for new models. There are so many untrade mark name I could think of on my own. Its obvious your you guys bein lazy and not thinking hard enuff for the big money us customers are putting in your pockets.What happend to names like C35, C37, E35, E37, R35, R37, X35, X37, Z35, Z37 (Sedan Line) GX35, GX37, HX35, HX37, IX35, IX37, MX35, MX37, NX35, NX37, RX35, RX37. TX35, TX37, ZX35, ZX37 (SUV LIne). You guys should pay me for all this name I just handed out to your. Common you guys can do better then that lame excuse you got for your loyal auto buyers!!! Infiniti get it together if guys planing on keeping up with the other luxury automakers out…

  • Rell

    I was waiting for the full size sedan Infiniti Q45 to come back as the new Q50. Since you guys merge with mercedes. Should we be looking fwd to the old Q45 full size sedan to come back under the Mercedes S-Class platform as Q80?
    How abt you guys separate the Coupe line, Sedan line, Crossover line and SUV line from each other? Make more sense to me.

    Coupe Line: C35, C37, C45, C56 Or C50, C60, C70
    Keep your G and M line and bring back the Q:
    Sedan Line: G35, G37, G56 Or G50, G60, G70
    Sedan Line: M35, M37, M45, M56 Or M50, M60, M70
    Sedan Line: Q50, Q56, Q60 Or Q50, Q60, Q70
    Crossover & SUV Line:
    EX35, EX37, EX45, EX56 Or EX50, EX60, EX70, EX80
    FX35, FX37, FX45, FX56 Or FX50, FX60, FX70, FX80
    JX35, JX37, JX45, JX56 Or JX50, JX60, JX70, JX80
    QX50, QX56, QX60 Or QX50, QX60, QX70, QX80

    I think this leave much more room & names to choose from for new coming models line up…