Infiniti’s New Ultra-Performance Division
Infiniti, which has gradually been losing ground in the luxury car market in recent years, is now planning a comeback. The brand is creating a special ultra-high-performance division aimed at competing with giants like Mercedes-AMG and BMW M. This move is intended to restore customer interest in the brand.
Revival Strategy
Infiniti’s plan involves releasing a limited series of powerful cars that will remind people that the brand once had a serious reputation among car enthusiasts. Models like the G35, G37, and FX were favorites among those who valued high performance, and Infiniti is confident that this audience still exists—they just need to be offered something worthy of attention.
QX80 Track Spec Concept
The first step in this direction was the QX80 Track Spec concept, unveiled at Pebble Beach. This 650-horsepower monster is equipped with a twin-turbo 3.5-liter V6 engine, modified for greater performance. If the model goes into production by 2027, it will become a direct competitor to the Cadillac Escalade-V.
Balancing Power and Luxury
Customers want maximum performance but are not willing to sacrifice comfort, quietness, and quality design
According to Ponz Pandikuthira, head of product planning for Nissan Americas, the new division will focus on combining power with luxury characteristics. The name of the sub-brand has not yet been disclosed.
Exclusivity and Limited Series
The division’s products will be limited—Infiniti plans to release only about 1,000 cars over two years. Such rarity could interest the most demanding buyers. While this won’t significantly impact the brand’s revenue, the strategy is aimed at creating a “halo effect” for an overall boost in image.
Impact on Future Models
The new sporty versions might make buyers pay attention to Infiniti again instead of German competitors. Among future candidates for updates are the Q50 sedan and QX65 crossover. The brand is also considering collaboration with specialized engineering companies to accelerate development.
Limitations and Reality
However, don’t expect a series production of the QX80 R-Spec with a 1000-horsepower GT-R engine, which was shown at SEMA. As confirmed by Infiniti Americas Vice President Tiago Castro, this project will not be realized.
The success of this strategy will depend on whether Infiniti can combine aggressive performance with the consumer trust built up over years. The brand will have to not only create powerful cars but also convince the market that they are worth attention alongside existing leaders. This could become a catalyst for renewing the entire lineup, as technologies and engineering from the ultra-sporty models could find application in mass-market products.