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by Tim Beissmann

Infiniti has announced a new naming structure for its passenger car and SUV range, with all new vehicles from the 2014 model year to wear either Q or QX badges.

The new classification system will see all Infiniti sedans and convertibles apply the Q prefix to their names while crossover and SUV models will sport badges headed with QX. Each model will be differentiated further by a double-digit numeral, representing its position within the range hierarchy.

The first model to embrace the naming structure will be the Infiniti Q50, the Japanese luxury car maker’s all-new 3 Series-rivalling premium sports sedan that will be unveiled at the 2013 Detroit motor show in January.

According to Infiniti Motor Company president Johan de Nysschen, the fresh naming approach reflects the brand’s desire for clarity and cohesiveness as it embarks on ambitious growth plans and a significant expansion of its product portfolio.

“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.

“After exhaustive research and evaluation, we concluded that ‘Q’ captured the inspiration within the next generation of Infiniti models, as well as emphasising our performance credentials while harking back to our heritage with the Q45 – Infiniti’s first iconic flagship product in 1989.”

The new naming structure shifts from the Mercedes-Benz-style ‘letter code for each model’ approach towards an Audi-esque ‘single letter with numeric hierarchy’ strategy – perhaps unsurprising given de Nysschen worked at Audi for 19 years before moving to Infiniti.

It will see existing vehicle lines like the G-series sedan, coupe and convertible; the M-series luxury sedan; and the EX, FX, JX and QX SUVs unified under the Q family when updated models are launched.




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