Infiniti’s time in the UK is looking worryingly finite after sales of the Nissan-owned premium brand suffered an 80% fall this year.
Even if you wanted to buy a car, you’d struggle. Infiniti has discontinued much of its range to leave just three models, and two of those are basically the same car. Meanwhile, its dealer count has fallen to just six in the UK, after recently losing its St Albans outlet.
So what’s the problem? It all looked so promising when the Q30 and taller QX30 hatchbacks were launched with fanfare in 2015. Both cars are built in the UK in Nissan’s Sunderland factory and were designed to anchor the previously import-only brand in Europe with a core local model that could challenge the bestselling Audi A3.
The Q30 and QX30 were even built on the same platform as the Mercedes GLA SUV and included an all-important diesel option (vital back then, anyway). Infiniti at the time called the launch its “big-bang moment” in Europe and predicted 30,000 sales of the two models across the region.
It never happened. In the first nine months of this year, sales of the pair reached 3300 across Europe, figures from JATO Dynamics show.
Getting traction with any premium brand without local heritage is tough in Europe. “It’s not an easy task to rival Audi, BMW and Mercedes, especially when you’re new in the market, your brand awareness is low and you have a very small SUV range,” Felipe Munoz, global analyst for JATO, said.
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even in Russia
Was at one time "must have" set of wheels, but over the last five years I have hardly seen a new one. What is the reason? I think its not image (they have F1 credentials) but perhaps price/design is not acceptable any more. It sure needs a rethink or it will be folded with or without Mr. G. deciding
No analysis required
The cars are not competitive and nobody wants them. Simple. Give it up Nissan.
As sabre says, Infiniti is up
As sabre says, Infiniti is up against Lexus. Lexus at least has a near-30 year headstart.
I quite liked the Q70 coupe as it reminded me of my much missed Accord coupe, and the Q50 saloon is probably the closest we have to a modern day Bluebird. Though I was never sure about the gaping grilles, and the only time I've seen a Q50 has been as a taxi cab.
The website still lists the Q50 as being for sale, as well as the tarted up Meganes.