Infiniti is embarking on a focused revival strategy, aiming to recapture market share by launching one new model annually over the next three years. Vice President of Infiniti Americas, Tiago Castro, outlined the plan at a recent industry event, emphasizing consistency and targeted product development as key to the brand’s recovery.
From Decline to Focused Growth
Infiniti’s U.S. sales have plummeted from over 150,000 units in 2017 to just 58,070 in 2024 — a 10% drop from the prior year. The discontinuation of the QX50 and QX55 SUVs left the lineup lean, but Castro argues that this is precisely the point. Infiniti’s past inconsistency in brand direction led to a stalled product pipeline, leaving it trailing competitors. Rather than attempting to cover every market segment, the new approach prioritizes fewer, higher-impact vehicles.
The Product Roadmap: 2026-2028
The turnaround begins in 2026 with the QX65, a two-row SUV built at Nissan’s Smyrna, Tennessee facility. This model, previewed by the QX65 Monograph concept, will blend the sleek design of the older FX series with modern practicality, competing directly with the Lexus RX.
In 2027, Infiniti will surprise enthusiasts with a new sports sedan intended to replace the discontinued Q50. Castro acknowledges that demand for sedans has waned, but strong consumer feedback (including calls for a return to the spirit of the G35) drove the decision. The company is leaning towards a rear-wheel-drive layout and may even offer a manual transmission, though exact details remain unconfirmed.
The volume driver arrives in 2028 : a compact hybrid SUV built in Tennessee, using the Nissan Rogue’s platform but with significant differentiation. This model will feature Nissan’s e-Power technology — a gasoline engine acting as a generator for electric motors — promising both performance and the quiet refinement expected of a luxury vehicle.
The EV Question and Potential Spin-Offs
Notably absent from the immediate plan are fully electric vehicles, despite earlier mentions of an EV SUV. Castro states that Infiniti is “still evaluating the right formula” for EVs, suggesting a cautious approach while the market matures.
Infiniti is also considering variants of the QX80 SUV, including off-road-focused (Terrain Spec) and high-performance (Track Spec) versions. Dealer feedback overwhelmingly favors the Track Spec, with 78% voting in favor at a recent meeting.
Looking Ahead
Infiniti aims to reach 100,000 units sold by 2029, coinciding with the brand’s 40th anniversary. The existing U.S. production capacity at Nissan’s Smyrna and Canton facilities is sufficient to support this growth. By focusing on fewer, more strategic models, Infiniti hopes to reignite its luxury appeal and reverse its recent sales decline. The QX65’s launch next year will mark the first step in this ambitious comeback plan.
