03:24 18-04-2026

Infiniti Admits Its Q and QX Naming Strategy Has Failed

Infiniti has officially acknowledged a problem with the way it names its cars. Nissan’s premium brand is ready to reconsider the Q and QX system it has used since 2014. The issue is now being discussed at management level, and any change could come after new models such as the QX65 arrive.

Why Infiniti wants to move away from Q and QX

The issue was raised openly by Nissan Americas head of product planning Ponz Pandikuthira. He said the current system creates confusion not only for customers, but inside the company as well. Nissan Americas chairman Christian Meunier also criticized the “alphabet soup”, arguing that such names are hard to remember and do little to build an emotional link with buyers.

The Q and QX system was introduced to unify the range, but in practice it stripped the models of their individuality. That is especially obvious against rivals whose naming structures clearly separate segments and positioning.

What happens to Infiniti’s current models

Despite plans for reform, the next new arrivals will still use the existing format. The QX65 crossover is on the way, as is a new Q50 sedan based on the Nissan Skyline platform. Those cars could become the last Infiniti models to carry letter-and-number badges.

The current Infiniti line-up is built on Nissan platforms, including the FR architecture used for sedans and crossovers. But the lack of a clear naming logic makes it harder for the brand to compete with BMW, Audi and Lexus, where the badge directly signals the car’s class and positioning.

Why it matters for the market

Dropping Q and QX would be more than a rebrand. It would be an attempt to restore the brand’s identity. Infiniti has already lost a number of recognizable names, including FX, which once carried their own image and history. A return to names or to a clearer structure could improve how the brand is perceived, especially in key markets.

That matters for Russia and other export destinations as well. More intuitive names make marketing easier and lower the barrier for new customers, many of whom now gravitate toward rivals with more transparent model ranges.

Infiniti is effectively admitting to one of the biggest strategic mistakes of the past decade. If the brand really abandons the Q and QX system, it could mark a key step in resetting its image and restoring competitiveness in the global market.