Luxury division Infiniti, a subsidiary of Nissan, has introduced a modern brand refresh in a bid to reverse a multi-year sales slump. The revamp encompasses a fresh logo and Apple-inspired stores that incorporate distinct scents and sounds. However, notably absent from these showrooms are fully electric vehicles, although Infiniti recently showcased its inaugural EV at a dealer meeting, which dealers have likened to a Tesla Model-like electric sedan.
Following a sharp decline in car sales in the US, dropping from 79,500 in 2020 to 46,619 in the previous year, and with 58,553 sales in 2021, Infiniti has outlined a roadmap to reestablish itself in the luxury automotive market. Automotive News reports that the comeback strategy involves doubling sales to 100,000 units by the mid-2020s. Infiniti plans to achieve this goal through an extensive brand overhaul, including the introduction of four new or refreshed models, including two fully electric vehicles, by the end of 2027.
At a recent dealer meeting in Los Angeles, Infiniti presented its redesigned showrooms, drawing inspiration from Japanese aesthetics and featuring large glass windows and spacious layouts reminiscent of Apple stores. The experience will incorporate a distinctive multisensory signature, incorporating invigorating scents reminiscent of Japanese forests and a unique master track called “Moment of Tranquility.”
This marks the fourth occasion in the company’s history that Infiniti is introducing a new logo, emphasizing the concept of the “infinite road.” Craig Keeys, group vice president for Infiniti Americas, described the brand refresh as a “new dawn” and highlighted Infiniti’s commitment to advancing software and technology to drive profitability.
However, while Infiniti strives to regain its footing, both Infiniti and its parent company, Nissan, find themselves falling behind in the industry’s shift towards electric vehicles. An anonymous retailer noted that Nissan and Infiniti lag about three years behind other original equipment manufacturers (OEMs) in terms of product development. By 2027, competitors are expected to have a significant technological and range advantage.
Despite dealer expectations for an earlier release, Infiniti plans to introduce its first fully electric car in the latter half of the decade, with sales anticipated to commence in late 2026. Dealers who were granted a preview of the Infiniti EV model likened its proportions and design to the Tesla Model S electric sedan, also praising the “striking evolution” of the Q70.
The upcoming Infiniti EV will feature a longer wheelbase, shorter overhangs, redesigned headlights and taillights, a single light strip spanning the width of the vehicle, and a sporty Porsche-like rear. Nissan intends to manufacture the electric sedan at its Canton, Mississippi factory alongside a new midsize electric crossover. Dealers were also shown an image of the midsize crossover EV, with one describing it as a “futuristic-looking Infiniti QX50.”
