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Analyzing De Nyscchen's 25-year comeback plan for Infiniti

"It took us 25 years to bring Audi back in the US. This kind of thing takes a long time."
When Johan De Nysschen left his post at Audi of America last year to take the seemingly thankless job of leading Infiniti's global operations, it seemed like a familiar scenario. Like Michael Dukakis going from one of two men that could have won the White House to teaching political science at an obscure Florida college.

Infiniti brand will finally make its debut in Japan, but not the name

Nissan left the automotive media scratching its collective head when it announced that its Infiniti luxury brand would be renaming all of its vehicles, with cars wearing the Q designation and CUVs/SUVs wearing the QX badge. So the G Sedan became the Q50, and the G Coupe became the Q60. The QX56, meanwhile, became the QX80, and the FX crossover became the QX70. It is still thoroughly confusing nearly a year later.
Not content to confuse its US customers alone, Nissan will be fiddling with the name of one of its most revered Japanese-market models - the Skyline. Rebadged for the US as the Q50, and before that as the G Sedan/Coupe, the new Skyline will wear an Infiniti badge. What makes this truly confusing, though, is that the car won't be called the Infiniti Skyline, despite its badging. It won't even be called the Nissan Skyline, anymore. It's now just the Skyline. Apparently, Nissan thinks it can capitalize on the Skyline's link to the Japanese royal family (the Skyline was originally a product of Prince Motors, which provided vehicles for the Emperor and his family), by ditching any brand names and referring to it as its own model, according to Automotive News.
Now, confusion aside, there are things about Infiniti badging in Japan that make sense. Badging all the Nissans that eventually become Infinitis as Infinitis in the first place goes a long way to make the brand seem separate and distinct from its parent company. Speaking to AN, Infiniti's executive vice president of global product planning, Andy Palmer, puts it this way, "We have to treat Infiniti, if you will, in the same [way] that Volkswagen treats Audi. It's not a Nissan-plus. Infiniti has to stand head-to-head with any of those German competitors."

Infiniti Q Inspiration Concept shows its face

Update: Infiniti released a second image of its Q Inspiration Concept with a press release about sales. We're not sure why, but we're not complaining and have added it above. The original rear three-quarter image is below in the text. Following a teaser image and some cryptic hints from designers, Infiniti has mostly revealed its concept for the Detroit Auto Show. It's called the Q Inspiration Concept, which for having "inspiration" in the name, is actually a rather uninspired name. But that's OK, because what it lacks in clever naming it makes up for in a beautiful fastback body. When the teaser was released, one of the designers mentioned the car would have a "long cabin," and that's no exaggeration, as the greenhouse reaches nearly to the tail edge of the car. It's a roofline that is highly reminiscent of the Audi A7. And as such, it would make a lot of sense for this Infiniti to be a hatchback, too, especially if it reaches production. We can't say for sure if this concept has a hatch, though, since there are some panel gaps at the base of the D-pillar and the Tesla Model 3-style rear pane of glass suggests this concept is technically a sedan. Unlike the Audi A7, the rest of the Infiniti is as curvy as the roof. There's hardly a crease anywhere, and it looks muscular with the big bulging front and rear fenders that flow effortlessly into each other. The clean exterior is accented by a lack of exterior door handles and what look to be cameras for side mirrors. The contrast to the organic curves comes from the nose and the wheels. The area where the grille would be is more chiselled and aggressive than the rest of the body. The wheels also have hard edges and lots of complicated elements that don't quite fit the organic theme of the rest of the car. Still the car overall is very striking and graceful. The press release continues to emphasize new powertrains, proportions, and the future design direction of Infiniti. As such, we suspect that this car uses, at minimum, a version of Infiniti's variable-compression engine, and more likely features extensive electrification, if not a pure EV powertrain. The lack of a large opening at the front would seem like further evidence the car utilizes electricity at some level. The car will make its full debut on Jan. 15. Related Video: Image Credit: Infiniti Green Detroit Auto Show Infiniti Hatchback Luxury Sedan 2018 detroit auto show