The very first Infiniti was called the Q45. Beginning with the 2014 model year, Infiniti models will once again have a Q in their name – just Q, plus a numerical designation, for passenger cars; QX for crossovers and SUVs.
The double digit number suffix will represent the model hierarchy within the range. The new nomenclature will be applied to the complete Infiniti product range in logical stages, as new model-year variants are introduced..
It is said to symbolize a new brand direction under the leadership of Johan de Nysschen, global president of Infiniti, who left his job as president of Audi of America to take that position earlier this year. (See related article.)
This strategic change reflects Infiniti’s desire for clarity and cohesiveness as it embarks on ambitious growth plans, including significant expansion of the Infiniti portfolio, the company says.
A new Q50 premium sports sedan, which will premiere at the 2013 North American International Auto Show (NAIAS), in Detroit, will be the first Infiniti to carry the new Q badge.
"Over the past few months, we have talked at length with our retailers, our customers, and our business partners about our brand,' de Nysschen said.
"The need for a new identity and direction to promote consumer familiarity with our model range as we expand the portfolio became evident. To achieve this, we clearly needed a simple and consistent nomenclature framework."
The ‘Q’ designation is said to capture the inspiration within the next generation of Infiniti models, as well as reflecting the brand's heritage with the original Q45 in 1989.