QOTD: Give up, or Carry on for a Brighter Future?

Steph Willems
by Steph Willems
qotd give up or carry on for a brighter future

You’ll have to both forgive us and brace yourself at the same time, as this could get controversial. We’re about to delve into a serious problem that goes back quite a while. One that has its roots in many factors — some of them organic, others the result of those in power making bad decisions.

It’s something many of you probably ignored, pushed to the back of your mind as your attention turned instead to the mundane day-to-day goings-ons of your own life, not wanting to concern yourself with something you don’t believe involves you, and yet it’s something we can’t ignore anymore.

We’d caution both sides of this debate not to lash out at each other, and instead, listen, learn and understand.

Ready? Okay, here goes…

We need to talk about Infiniti.

Yes, we’ve talked about this failing brand before — how could we not, given the steep decline the premium marque has seen over the past couple of years? While Acura has had some success in remaking itself (it still faces the problem of fielding too few utility vehicles) and Lexus remains the premium juggernaut it always was, Infiniti can’t seem to get its act together. Just when it starts building things people like, it somehow ages out of that phase and embarks on an experimental concept album that goes over like a lead balloon.

It was a tweet from a reader that prompted this QOTD. In it, Jay suggested parent corp Nissan should, in his words, “Kill it and move on.”

He might not be alone in thinking that…

Indeed, under Nissan’s wet blanket of a four-year plan, Infiniti stands to become both “Nissan-plus” and “great again,” according to its parent automaker’s COO. Can a premium brand that once boasted street and country club cred with its G35 and Q45 (not at the same time, mind you) be these two things at the same time? Many would reply with a firm “no.” Others still would replay with a harsher “HELL no.”

Nissan is a value brand. Value is not necessarily a pejorative either in the mainstream or the premium space, but the maker of the Versa and Sentra and Kicks does not lend itself to easy association with high-end product the way Honda and Toyota does.

Infiniti’s stable is shrinking along with its sales. Its names are confusing and mean nothing to most consumers. The most recent designs to come from the brand are an improvement on what came before, but are neither memorable nor desirable enough.

At least its sedans and coupes are rear-drive and unique to the brand… only now, as part of becoming Nissan-plus, we hear Infiniti will borrow some front-drive Nissan architecture for a new lineup of front-drive and AWD product that won’t begin showing up for three years. Lord have mercy on this brand.

Nissan’s in triage mode, cutting costs and streamlining its business in order to survive. As part of this, Infiniti stands to become less distant from its parent brand, DNA-wise. If it can’t be what it once was, or even currently is, under these new conditions, is it worth keeping around? On the other hand, with a deep parts bin on hand, the brand could recoup its lowered development costs with enough volume make its existence worthwhile to Nissan. It just might not be a legit rival to the likes of Lexus and Honda. The marque’s one-time luster might be replaced with a sales-sapping stigma.

Then again, maybe Nissan can work some magic that actually stimulates consumer interest. It’s not like its Japanese rivals can’t make hay with shared architecture and powertrains.

What say you? Should Nissan throw its hands up and pull the plug, or try to make the best out of the hand it’s been dealt?

[Image: Steph Willems/TTAC, Kazick/Shutterstock]

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2 of 82 comments
  • Inside Looking Out Inside Looking Out on Jun 02, 2020

    You cannot compare Infiniti with Lincoln or Cadillac. Lincoln is a true luxury brand bought by Ford and same with Cadillac. Infiniti in the other hand is a made up brand like all Asian "luxury" brands. They have no heritage and are pure marketing exercises selling Nissans, Hyundais, Toyotas and Hondas under different brand. That's why they cannot compete with true luxury automakers from Germany. Yes, Infiniti may be gone and no one will notice.

  • Luke42 Luke42 on Jun 04, 2020

    The problem with these the-vendor-wishes-it-was-a-luxury-brand brands is that they don't have anything to differentiate themselves. If I were king, I would turn Infiniti and Cadillac into electric-only brands. Now, we have a real technological difference, and it's something you can't get for less from the mainstream partner brand. Most people who want an RWD V8 have one already. That layout has it's charm, I suppose, but it's been obsolete for decades. EVs are the new upcoming / aspirational thing.

  • Tassos If you only changed your series to the CORRECT "Possibly Collectible, NOT Daily Driver, NOT Used car of the day", it would sound much more accurate AND TRUTHFUL.Now who would collect THIS heap of trash for whatever misguided reason, nostalgia for a much worse automotive era or whatever, is another question.
  • ToolGuy Price dropped $500 overnight. (Wait 10 more days and you might get it for free?)
  • Slavuta Must be all planned. Increase price of cars, urbanize, 15 minutes cities. Be poor, eat bugs
  • Sid SB Not seen a Core without the performance pack yet. Prefer the more understated look of the Core vs the Circuit, but both are great fun to drive.
  • El scotto Tesla has one team making EV's because that is all Tesla does. Farley -rolls eyes- decided to split Ford into two huge warring factions: ICE vs EV. Hey Jimbo, it says "FORD" on the buildings.Lord only knows what GM did internally because it's GM. I'm betting it's like Ford pitting ICE vs EVs. With GM being GM every existing division will be divided.Stellantis will keep building Challengers and Rams. Someday they may figure out that Jeep is the fugu fish of the automotive sushi world and unload to some Chinese. EV's? no, not really.If this site was The Truth About HVAC (TTAH) some on here would tell us that central heating and air causes unknown illnesses, will be bad, and cause a degradation of our nation's moral fiber. By golly they shoveled coal and carry ash buckets and that shouldn't change.