One of the things we love about Infiniti is this: its product names instantly tell us the model and the engine size we’re dealing with. The Infiniti G37, for example, is the brand’s compact sedan (or coupe, or convertible), powered by the 3.7-liter V-6. The QX56 is the big SUV, powered by a 5.6-liter V-8.
Not any more, since for the 2014 model year Infiniti is adopting bizarre nomenclature that identifies vehicles by their “hierarchy within a range.” The G, M, EX, FX, JX and QX prefixes will all be dropped, too, with cars carrying the “Q” designator and crossovers or SUVs wearing the QX name. The G37 sedan (or actually, it’s replacement, due to debut at the Detroit Auto Show) will become the Q50, while the M sedan will become the Q70. The G series coupe and convertible will split the difference, with both being called the Q60.
Taking the Q70 as an example, buyers will have to choose between the 3.7-liter V-6, the 5.6-liter V-8 and the 3.5-liter hybrid, but none of those choices are reflected in the name. Drop the Q70 name on us, and we’ll have no idea which model you’re talking about. On the plus side, we suppose that M37 buyers (sorry, we meant Q70 buyers) will no longer be singled out for ridicule for buying the smaller engine, since a Q70 is a Q70 is a Q70.
To be frank, we hate Lincoln’s naming convention, and we fail to see how adopting a similar meaningless naming strategy will sell even one more Infiniti vehicle. In fact, it’s likely to just confuse buyers, giving them one more reason to hit the Lexus and Audi dealers first. If you’re trying to grow brand awareness and market share, it seems like a step in the wrong direction to us.
Kurt Ernst has been passionate about automobiles and driving nearly his entire life. His early years were shaped working in the family service station, though his real passion was auto racing. After graduating from the University of Colorado, Kurt spent a year club racing with the Sports Car Club of America, before focusing on a business career in marketing and project management. Later, his passion for writing and the automotive hobby found him freelancing for a variety of automotive news sites, including Automotive Addicts and Motor Authority, where his work was syndicated and appeared in several national publications. Recognized as an expert in the automotive field, Kurt joined Hemmings Motor News as an Associate Editor in 2013, and in the years since has progressed to Editor, Hemmings Daily; Managing Editor for Hemmings Motor News, Hemmings Classic Car, Hemmings Muscle Machines, and the Hemmings Daily; and now, Managing Editor, Hemmings Auctions. Kurt was instrumental in organizing the Hemmings Motor News Concours d’Elegance from 2013-2019, and has served as a judge at this event and The Vintage Racing Stable Concours d’Elegance. A Skip Barber Racing School graduate and prolific writer, Ernst is also skilled in copyediting, project management, brand development, and public relations.
