To Infiniti and... obscurity? The Infiniti Story

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Published 2024-05-17
In the 1970s and 80s the Japanese big three, heck with Mazda the big 4 were unstoppable, so it’s reasonable to think that their luxury brands, Lexus, Infiniti and Acura were going to take over the world. Yet today Infiniti is a niche player that’s struggling to compete. Why has it failed to capture the world’s imagination despite many reboots?

Thanks to Bojan Marsetic for letting use his music at the start of the video (the song "Move On!"):
   / @bojanmarsetic  
soundcloud.com/boeem

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Sources:
en.wikipedia.org/wiki/Infiniti
en.wikipedia.org/wiki/List_of_Infiniti_vehicles
Infiniti’s website, archived through the Wayback Machine
en.wikipedia.org/wiki/Amati_Cars
   • 1990 Infiniti Q45 | Retro Review  
www.infinitiusa.com/infiniti-news/30th-anniversary…
www.motortrend.com/vehicle-genres/infiniti-q45-his…
   • 1990 Lexus ES250 & Infiniti M30 | Ret...  
www.infiniti.com/what-drives-us/our-history.html
   • 1991 Infiniti G20 | Retro Review  
en.wikipedia.org/wiki/Infiniti_Q45
en.wikipedia.org/wiki/Infiniti_M
en.wikipedia.org/wiki/Nissan_Leopard
en.wikipedia.org/wiki/Infiniti_G_Line
   • 1992 Infiniti J30 (Nissan Leopard/Y32...  
   • 1994 Infiniti Q45 | Retro Review  
   • 1996 Infiniti I30 - MotorWeek  
en.wikipedia.org/wiki/Renault_Samsung_SM5
www.motortrend.com/reviews/1996-infiniti-i30-road-…
   • Motorweek 1997 Infiniti QX4 Road Test  
   • Motorweek 1997 Infiniti Q45 Road Test  
   • Motorweek 1999 Infiniti G20 Road Test  
   • Motorweek 2000 Infiniti I30 Road Test  
   • 2002 Infiniti Q45 | Retro Review  
www.caranddriver.com/reviews/a15138437/2002-infini…
   • 2003 Infiniti G35 Sedan (Nissan Skyli...  
www.caranddriver.com/reviews/a22054201/infiniti-m4…
www.caranddriver.com/reviews/a15134266/infiniti-fx…
www.caranddriver.com/reviews/a15133596/infiniti-qx…
   • Roadfly.com - 2007 Infiniti M45 Car R...  
global.nissannews.com/en/releases/060425-03-e
   • Motorweek 2007 Infiniti G35 Sedan Roa...  
www.caranddriver.com/reviews/a22052936/2008-infini…
   • Motorweek 2008 Infiniti EX35 Road Test  
   • Motorweek 2009 Infiniti FX Road Test  
web.archive.org/web/20090721012352/http://www.infi…
en.wikipedia.org/wiki/Infiniti_QX80
   • Road Test: 2011 Infiniti QX 56  
www.caranddriver.com/reviews/a15130139/2011-infini…
www.topgear.com/car-news/new-infiniti-hatch-be-bui…
en.wikipedia.org/wiki/2015_British_Touring_Car_Cha…
   • Infiniti Q50 review - Auto Express  
   • Road Test: 2014 Infiniti Q50  
   • Infiniti Q30 in-depth review - Carbuyer  
www.caranddriver.com/infiniti/q60-2017
global.nissannews.com/en/releases/190108-01-e
en.wikipedia.org/wiki/Infiniti_QX50
www.topgear.com/car-news/infiniti-leaving-western-…
en.wikipedia.org/wiki/2020_British_Touring_Car_Cha…

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All Comments (21)
  • @BigCar2
    Erratum: I said "1982" for the J30 introduction, where it was of course 1992.
  • Bless John Davis, he has been doing TV for 50 years now, most of it being Motorweek. Also bless the whole team at Motorweek for uploading old reviews, and still going on the Youtube era.
  • I love these documentary videos where you cover an entire car brand rather than just focusing on a particular model (however I do enjoy videos about car models too). It's interesting to watch the story of how a certain car brand evolved and changed over time.
  • Never realised there were so many models = what a hopeless marketing mess, especially in forgetting the basics of producing something that potential customers actually want.
  • @BOABModels
    To Infiniti, and... Well, maybe not beyond...
  • The Q50 and Q70 were truly underrated cars. I hope Infiniti picks up sales one day.
  • I rarely see Infinitis on the road, but seeing their logo on Red Bull Racing jackets from Super Seb's prime times puts a smile on my face.
  • I own a 2007 G35. I absolutely love it. Infiniti was at the top of their game back in the 2000s. I’m rly hoping they can gain back momentum
  • @garyfenwick8365
    I currently have a 2016 Q50 3.5L V6 Hybrid, and I can tell you now it is the best car I have ever owned. Blisteringly fast and it has never ever let me down in 6 years.
  • @nickgee7291
    I remember the g35 Sedan being so popular in the 2000s, I really liked it too. That was the height.
  • @Sam-mw5hx
    You should have focused more on the G35 and FX35, they completely did a 180 for the company and the G35 won car of the year by motortrend, also the VQ engine won dozens of awards over a decade.
  • @chrisgarcia5462
    I remember my neighbor would smoke Mustang's, Camaros with his moms Q45 .It was a beast in those days.
  • @arieljones4595
    The "Q" naming thing was possibly the dumbest move a manufacturer has ever made in relation to naming models. A complete mess. I've never remembered a models name since.
  • @tetchuma
    Infiniti dropped the ball when they changed the G35 to the Q50. That would be like turning a Mustang into an EV SUV. It loses all credibility of the marque.
  • @sir3612
    growing up in the Middle East, infiniti in the early 2000s seemed to have so much promise, the G37, FX, the M-Series were all hits...you had to be there
  • @X-Typewoes
    I remember my friend, who worked at the Nissan Sunderland plant, telling me about when the Renault bosses visited around 20 years ago. QC was immediately changed; as long as it had 4 wheels, it went out!
  • @ghost21501
    Kids, wake up! The new Big Car video is out.
  • @killahurtz6786
    The FX-45 shape was often described as "a pissed off pumpkin" by auto journalists at the time of its launch lol. The fact that its promo photos were often that burnt-orange color likely helped that nickname along lol.
  • @Wargasm54
    Always liked the boxy M45. Very rare to see here in the USA. But it looked like a Japanese interpretation of an American muscle car. Interesting vehicle.