Opinion: Here’s Where Infiniti Lost its Way

Posted on July 16, 2021 by admin

Late last year I put forth some thoughts about the future direction of Infiniti, largely about how the company was on a downward trajectory. Looking forward, the brand needs a major change in direction – not much has changed since December when I wrote that piece.

But one might then logically ask “Where did the company first lose its way?” I’m going to answer that question right now. Let’s take a little trip to the Before Times, in 1990.

That was the first model year for Infiniti just like it was the first model year for Lexus, but Infiniti started off on the wrong foot. I am of course speaking about the Q45, the grill-free, no-nonsense, no-wood, super-serious, full-size luxury sedan that was the company’s flagship. Where Lexus spent big money and years dreaming up an all-new car for its first U.S. luxury foray, Nissan went the cheap route. It took the upcoming new-generation President (the company’s JDM full-sizer) and then tried to Americanize it. Whereas Lexus made a more reliable Mercedes-Benz S-Class, Infiniti made a more hardcore BMW 7-Series without any of the iconic styling.

Americans wanted wood, ruched leather, a hood ornament, and a reasonably compliant suspension in their large sedans (they hate all that shit today, but whatever). Infiniti got a focus group together and then proceeded to edit the President into a firm-riding car without any wood or ruched leather. No grille, no hood ornament. After Judgment Error Number One was finished, they hired an ad agency to produce commercials for the exciting new Q45, and chose not to show it to customers. That’s right, they assumed that the luxury car buyer concerned with image and prestige would visit their dealer upon seeing an ad with a lake, rocks, and trees and “You can see this at a dealer!” tag line. That didn’t work then, and it wouldn’t work today. It was a terrible idea.

Their other premier offering was the M30 coupe and convertible. Based again on an existing Nissan, the Leopard, Infiniti went cheapo. Lexus spent big time money on the SC 400 and amortized that cost with the now-legendary Supra with which it shared a platform. The Leopard had some wood and leather added eventually (they’re learning!) and debuted as the M30. The Leopard wasn’t a bad car per se, and it had the V6 from the 300ZX. But it was again not what the American customer wanted. It was dated looking, too square, too small, not nice enough inside for the asking price, and half-assed. The SC and Acura Legend trounced it.

Shortly thereafter, Infiniti went after the Lexus ES 300 and the BMW 3-Series with the Nissan Primera-based G20. The Primera was more a world car than the President or Leopard, and more competitive generally. But G20 was a compact sedan with very bland styling, again based on something slightly too small for its American purpose. The ES 300 was larger and more luxurious and had interesting frameless windows. Most importantly, the ES didn’t look like it was a Camry. The G20 looked like a Sentra – which it wasn’t – but people assumed it anyway. People still think that even today in the age of the Internet. The G20 did make it quite a while (another problem) and earned itself a second generation that ran from 1999 to 2002. Infiniti had been around for nine years when the second G20 debuted, and the brand was still was doing badge swap jobs against unique Lexus product.

<img data-attachment-id=”1617298″ data-permalink=”https://www.thetruthaboutcars.com/2018/03/buy-drive-burn-1995-buying-sports-luxury-sedan/attachment/97804011990406/” data-orig-file=”http://gagetruck.com/wp-content/uploads/2021/07/opinion-heres-where-infiniti-lost-its-way-29.jpg” data-orig-size=”1024,682″ data-comments-opened=”1″ data-image-meta=”{“aperture”:”0″,”credit”:””,”camera”:””,”caption”:””,”created_timestamp”:”0″,”copyright”:””,”focal_length”:”0″,”iso”:”0″,”shutter_speed”:”0″,”title”:””,”orientation”:”1″}” data-image-title=”1995 Infiniti J30t” data-image-description=”

Image Infiniti

<img data-attachment-id=”1670270″ data-permalink=”https://www.thetruthaboutcars.com/2019/04/qotd-your-least-favorite-rear-drive-nineties-ride/q45_pebble-beach/” data-orig-file=”http://gagetruck.com/wp-content/uploads/2021/07/opinion-heres-where-infiniti-lost-its-way-34.jpg” data-orig-size=”800,518″ data-comments-opened=”1″ data-image-meta=”{“aperture”:”0″,”credit”:””,”camera”:””,”caption”:””,”created_timestamp”:”0″,”copyright”:””,”focal_length”:”0″,”iso”:”0″,”shutter_speed”:”0″,”title”:””,”orientation”:”0″}” data-image-title=”1997 Infiniti Q45″ data-image-description=”

Infiniti

The company’s had two or three bright spots along the way, but they’ve never been able to replicate the success or mature it into a second-generation offering. The G35 was a sales success and brought back sporting credibility to Infiniti. Sedan, coupe, convertible, the G35 was the right product at the right time. It used Nissan’s FM platform that carried over into the G37 version, where things started to fall apart. It wasn’t as inspired as the G35, and overall less original. The VQ V6 problem was here too, among others: Each time Nissan made the VQ larger it lost some refinement, sounded more like a paint mixer, and got more thirsty (3.0, 3.5, 3.7, 4.0). G37 became Q50 and Q60, and that 20-year-old FM platform is still in use today. It’s a big problem that Nissan can’t seem to fix.

FM also became the FX35, a stylish and unique crossover way ahead of its time. But then it turned into the FX37 and started looking like a fish. There weren’t enough new ideas there, and people demanded more cargo room out of their midsize two-row SUV circa 2009. They’d be okay with crap cargo room now because that’s marketable as “coupe SUV,” which is bullshit, but it would’ve worked had the FX persisted today.

<img data-attachment-id=”1618832″ data-permalink=”https://www.thetruthaboutcars.com/2018/03/qotd-whats-reliable-car-youve-ever-owned/attachment/96804051990203/” data-orig-file=”http://gagetruck.com/wp-content/uploads/2021/07/opinion-heres-where-infiniti-lost-its-way-50.jpg” data-orig-size=”1024,682″ data-comments-opened=”1″ data-image-meta=”{“aperture”:”0″,”credit”:””,”camera”:””,”caption”:””,”created_timestamp”:”0″,”copyright”:””,”focal_length”:”0″,”iso”:”0″,”shutter_speed”:”0″,”title”:””,”orientation”:”1″}” data-image-title=”1997 Infiniti I30″ data-image-description=”

Image Infiniti

Oh, and there’s more FM: the M35. A larger midsize, M took over for the final Q45 as the only large-ish sedan the brand offered in 2007 (it shared the stage with Q for 2006). It was unrelated to the M45, a rebadged Nissan Gloria circa 2003 that was very enthusiast-approved but flopped with the general public given its looks. A generally successful offering, the M35 was not large enough to compete with full-size offerings from the other luxury brands and went against the E-Class, Lexus GS, and BMW 5-Series. The M had 2003-type styling at introduction in ’06 and maintained it through 2010 when everyone else had long moved forward. It was updated in 2011, again to add fish-like styling elements. It got larger in its rework (still not full-size), and spawned a long-wheelbase L version. It was renamed Q70 in short order but by then nobody cared. Stretched beyond its means, the FM Q70 did not feel well made, had an outdated interior full of 2006 components that were never updated, and was floppy in its handling while being too firm over bumps.

<img data-attachment-id=”1436825″ data-permalink=”https://www.thetruthaboutcars.com/2016/10/consumer-reports-most-reliable-vehicles-mostly-unpopular/2016-infiniti-q70-premium-select-edition/” data-orig-file=”https://www.thetruthaboutcars.com/wp-content/uploads/2016/10/2016-Infiniti-Q70-e1533069414239.jpg” data-orig-size=”2928,1949″ data-comments-opened=”1″ data-image-meta=”{“aperture”:”7.1″,”credit”:”Infiniti”,”camera”:”NIKON D4″,”caption”:”The 2016 Infiniti Q70 Premium Select Edition’s exterior offers dark chrome trim, a darkened lower rear bumper, a rear decklid spoiler and unique design and color 20-inch aluminum-alloy wheels with 245\/40R20 all-season performance tires. The interior of the Q70 Premium Select Edition is highlighted by unique Graphite or Stone semi-aniline leather seating, suede-like headliner, aluminum interior trim, illuminated kickplates and floor mats with contrasting piping.”,”created_timestamp”:”1438974858″,”copyright”:”\u00a9 2015 Infiniti”,”focal_length”:”105″,”iso”:”100″,”shutter_speed”:”0.05″,”title”:”2016 Infiniti Q70 Premium Select Edition”,”orientation”:”1″}” data-image-title=”2016 Infiniti Q70 Premium Select Edition” data-image-description=”

Image: Infiniti

” data-medium-file=”https://www.thetruthaboutcars.com/wp-content/uploads/2016/10/2016-Infiniti-Q70-450×300.jpg” data-large-file=”http://gagetruck.com/wp-content/uploads/2021/07/opinion-heres-where-infiniti-lost-its-way-9.jpg” class=”aligncenter size-large wp-image-1436825″ src=”http://gagetruck.com/wp-content/uploads/2021/07/opinion-heres-where-infiniti-lost-its-way-9.jpg” alt width=”610″ height=”406″>I’ve gone on for a while here and now I’m worn out. In summation, bad foundational product lead to a poor start. The foundational product was bad because Nissan didn’t invest enough in Infiniti the way Toyota did with Lexus and to a lesser extent Honda did with unique product for Acura. The G37 should have been the last FM platform ever, yet Infiniti can’t seem to get away from it. Among their more recent problems, the subsistence on FM is the worst, most important, and most persistent. When are they gonna cut that cord?

[Images: Infiniti]

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Toyota’s Akio Toyoda Chosen 2021 World Car Person of the Year

Posted on April 10, 2021 by admin

Selected 2021 World Car Awards Person of the Year was Akio Toyoda, Toyota Motor Corporation (TMC) president and CEO.

“Akio Toyoda is the charismatic President and CEO of Toyota Motor Corporation. He has spent years successfully remaking his company. In 2020 despite COVID-19, under his leadership Toyota remained profitable, protecting jobs worldwide. He has maintained Toyota’s steady pace of development in the connected, autonomous, shared and electric (CASE) era. He has also initiated construction of the Woven City, an exciting, real-life prototype city of the future. All while actively participating in motorsports himself, as a driver,” said the World Car Awards in a statement.

Toyoda said, “At Toyota, we are very fortunate that we were able to protect the employment of our team members during COVID-19 and continue our work to meet the future challenge of our industry. Creating new ways to support the well-being of our planet and people everywhere is our commitment. This has been a difficult period in the history of the world. But it has also reminded us that people are what matters most. And if we at Toyota can contribute some measure of happiness to their lives, it will be my never-ending goal to do just that.”

Toyota joined the company in 1984, after graduating with a law degree from Keio University. He also received a masters in business administration from Wellesley, Massachusetts’ Babson College. Toyoda served in different areas of the business in Japan and overseas, before becoming a member of the TMC board of directors in 2000. He held other senior and executive vice-presidential roles until becoming TMC president in 2009.

The World Car Person of the Year award was established in 2018 to acknowledge the contributions made by an individual in the auto industry during the previous year. The World Car Awards program hands out six awards annually, which they started doing in 2003. A group of more than 90 journalists, none of whom are a part of TheTruthAboutCars.com, made the selection.

[Images: Toyota, Babson College]

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Ford Bagged Again by NHTSA

Posted on January 23, 2021 by admin

In a fight with NHTSA regulators, Ford came out on the short end again, as more Takata airbags were at issue. This time, it will cost the automaker $610 million, of which they will have to carry the cost in its entirety.

Takata, the Japanese company whose name is now synonymous with airbag failures and bankruptcy, was at the center of the largest recall in automotive history. That a single supplier was able to put their airbag on so many different vehicles around the world says volumes for globalization and the cost-cutting measures that would lead OEMs to Takata. According to a CNN.com story, Takata airbag recalls began in 2014, and prior to this week’s announcement, had reached 67 million airbags in more than 40 million vehicles in the U.S. alone.

Previously in Japan, leaders of companies like Takata would publicly declare their guilt, ask all who were affected for their forgiveness, and to clear the names of their families, would commit seppuku. If that term is unfamiliar, it’s also known as hari-kiri, to publicly disembowel yourself to rid yourself and your family of shame. Sadly, to the best of my knowledge, none of the corporate heads of Takata had the decency to observe this tradition, and it should continue to hang over the heads of not only Takata’s directors but their families, too (Ed. note — this is a joke and meant to be taken as such). Three Takata executives, Shinichi Tanaka, Hideo Nakajima, and Tsuneo Chikaraishi, were indicted by a grand jury in Japan. All three had worked for Takata in the U.S. and Japan until around 2015 when it was first noted that there were problems with their airbags.

Ford argued unsuccessfully that the Takata airbags used in the models and years affected by this recall are different than those involved in the previous recalls. NHTSA safety regulators said they still pose a risk and rejected Ford’s assertion. Models covered by the recall include the 2007-11 Ford Ranger, the 2006-12 Fusion, the 2007-10 Edge, the 2006-12 Lincoln Zephyr, and the 2007-10 MKX. You will receive a notification if your vehicle is included in the recall, you can enter the VIN number on Ford’s website, or check with your local Ford dealer. Ford will repair the airbags free of charge, and your local dealer may provide a loaner car if you ask nicely.

[Images: Ford]

Jeep Easing Electrification Into Japanese Market, World to Follow

Posted on October 26, 2020 by admin

<img data-attachment-id="1739330" data-permalink="https://www.thetruthaboutcars.com/2020/10/jeep-easing-electrification-into-japanese-market-world-to-follow/2019_11_14_6028_wallbox_new4-1/" data-orig-file="https://www.thetruthaboutcars.com/wp-content/uploads/2020/10/2019_11_14_6028_Wallbox_new4-1.jpg" data-orig-size="1920,1280" data-comments-opened="1" data-image-meta="{"aperture":"14","credit":"","camera":"Canon EOS 5DS R","caption":"","created_timestamp":"1573744368","copyright":"","focal_length":"115","iso":"100","shutter_speed":"1.3","title":"","orientation":"1"}" data-image-title="Jeep Renegade 4xe" data-image-description="

Jeep/FCA

One of the main reasons Fiat Chrysler Automobiles is partnering with PSA Group is to help soften the financial blows of battery development, we literally just talked about it. But the French automaker has its own reasons for wanting to get into bed with the FCA, namely its rather diverse list of subsidiaries — with Jeep occupying spot número uno.

Despite being offensively American to some, Jeep is the sixth most-popular nameplate in the United States. It also happens to be world-renowned as an off-road brand and had made strong inroads in places you’d never expect. This has forced the brand to rethink its global appeal, requiring Fiat Chrysler to issue some market-specific models like China’s Jeep Commander PHEV and the Renegade 4xe — the latter of which is already sold in Europe and slated to launch this November in Japan. But these models are only the tip of the iceberg as FCA intends on meeting ever-tightening emissions regulations in major markets that aren’t the United States.

Purists will undoubtedly cry foul here. For many, if it isn’t powered entirely by combustible fuels and body-on-frame then it’s an abomination unworthy of the Jeep name. But these people are increasingly finding themselves edged out of the conversation as aggressive mandates in China and Europe leave the company with fewer options. As a positive, these changes are assumed to help improve the brand’s global volume — especially in Japan where Jeep is already the best-selling American brand.

<img data-attachment-id="1739326" data-permalink="https://www.thetruthaboutcars.com/2020/10/jeep-easing-electrification-into-japanese-market-world-to-follow/jeep__4xe-17/" data-orig-file="https://www.thetruthaboutcars.com/wp-content/uploads/2020/10/Jeep__4xe-17-e1603743965756.jpg" data-orig-size="3184,2123" data-comments-opened="1" data-image-meta="{"aperture":"10","credit":"Ph.Alberto Giorgio Alquati","camera":"Canon EOS-1D X","caption":"","created_timestamp":"1593507777","copyright":"","focal_length":"95","iso":"200","shutter_speed":"0.016666666666667","title":"","orientation":"1"}" data-image-title="Jeep Renegade 4xe" data-image-description="

Jeep/FCA

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While positively dwarfed by the sales enjoyed by practically every Japanese brand selling domestically, Jeep still saw 13,360 deliveries in the Land of the Rising Sun in 2019 — placing it right between Volvo and Peugeot. With help from the Renegade 4xe, Fiat Chrysler thinks it can improve those numbers for 2021. According to Automotive News, the automaker expects to sell roughly 4,000 Renegades in Japan next year to that end. Around 10 and 20 percent of those are presumed to be of the hybrid persuasion.

From AN:

That overall volume may not sound overwhelming compared with North American Jeep sales, but the hybrid Jeep’s arrival taps into growing Japanese interest in both the brand and electrified vehicles in general, especially hybrids.

“We understand we need to be present with electrified vehicles,” FCA Japan CEO Pontus Häggström said. “Japanese consumers are keen on technology. This is the latest technology the group has.”

Jeep intends on electrifying every single model in its lineup by 2022, specifically so it can continue doing business around the globe. Barring some regulatory changes in the United States, plenty probably won’t be targeting North American customers. But they’ll be handy in other markets where the average engine size is much lower. Jeep’s even going to hybridize the Wrangler (which will be sold in the U.S.) and promised it wouldn’t lose a single shed of its off-road prowess.

<img data-attachment-id="1739328" data-permalink="https://www.thetruthaboutcars.com/2020/10/jeep-easing-electrification-into-japanese-market-world-to-follow/jeep-renegade-th_4xe-65/" data-orig-file="https://www.thetruthaboutcars.com/wp-content/uploads/2020/10/Jeep-Renegade-TH_4xe-65-e1603743978526.jpg" data-orig-size="3184,2123" data-comments-opened="1" data-image-meta="{"aperture":"7.1","credit":"Ph.Alberto Giorgio Alquati","camera":"Canon EOS-1D X","caption":"","created_timestamp":"1593514797","copyright":"","focal_length":"300","iso":"160","shutter_speed":"0.0015625","title":"","orientation":"1"}" data-image-title="Jeep Renegade 4xe" data-image-description="

Jeep/FCA

” data-medium-file=”https://www.thetruthaboutcars.com/wp-content/uploads/2020/10/Jeep-Renegade-TH_4xe-65-450×300.jpg” data-large-file=”http://gagetruck.com/wp-content/uploads/2020/10/jeep-easing-electrification-into-japanese-market-world-to-follow-2.jpg” class=”aligncenter size-large wp-image-1739328″ src=”http://gagetruck.com/wp-content/uploads/2020/10/jeep-easing-electrification-into-japanese-market-world-to-follow-2.jpg” alt width=”610″ height=”407″>

In the case of the Renegade 4xe, Fiat Chrysler ditched the standard powerplant for a 1.3-liter gas burner (front axle) and a 60-horsepower electric motor (rear axle) mated to an 11.4 kWh battery. Jeep even has a Trailhawk version of the hybrid that positively trumps the old 2.4-liter Tigershark’s maximum output with combined (electric/ICE) 238 hp and 199 lb-ft of torque.

That’s not too shabby and will undoubtedly make it an appetizing alternative to something like the Suzuki Jimny, which may soon have the non-electric, mini-SUV off-roading world all to itself. Though it was recently removed from the European market after its positively tiny motor failed to meet emission regulations for 2021. Suzuki has gotten around this by selling the tiny 4×4 as a “light commercial vehicle” while it attempts to figure out a more permanent solution. But if that doesn’t illustrate exactly why Jeep is so sprung on hybridization, nothing does.

<img data-attachment-id="1739324" data-permalink="https://www.thetruthaboutcars.com/2020/10/jeep-easing-electrification-into-japanese-market-world-to-follow/jee_4xe_01/" data-orig-file="https://www.thetruthaboutcars.com/wp-content/uploads/2020/10/Jee_4xe_01-e1603743944116.jpg" data-orig-size="3719,2303" data-comments-opened="1" data-image-meta="{"aperture":"13","credit":"","camera":"Canon EOS 5D Mark III","caption":"","created_timestamp":"1595493298","copyright":"","focal_length":"35","iso":"160","shutter_speed":"0.008","title":"","orientation":"1"}" data-image-title="Jeep 4xe family" data-image-description="

Jeep/FCA

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[Images: FCA]

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Tag Archives: Japan

Opinion: Here’s Where Infiniti Lost its Way

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