#QX55

Infiniti wants so badly to show that it is back on the comeback trail.

It wants to do that so badly that it made a big marketing and P.R. push around the QX55 crossover. It even trailered the vehicle to journalists’ homes when it came time for each writer’s turn to evaluate the vehicle.

After teasing, promises, and COVID-related delays, the Infiniti QX55 debuted a few weeks ago, as Infiniti eagerly drew direct comparisons between their new “classy” successor and the departed FX35/45. You might remember that shapely SUV headed to its demise in 2017 after it was left to rot for a few years, then renamed QX70. Infiniti chose to ignore its final QX70 name in the press materials and call it FX instead, which says something about their branding strategy, doesn’t it?

Today I’m here to tell you this “new car” is a perfect example of exactly what’s wrong at Infiniti, and the changes needed years ago, not sometime in the future.

The flood of new-car debuts continues unabated.

Why are you seeing so much news this week? Because the LA Auto Show was supposed to have been right around this time, but as with everything else, COVID canceled it. Also, with Thanksgiving next week, automakers are trying to get news out before you spend next week eating turkey and arguing politics over Zoom.

Add Infiniti to that list, with the QX55 crossover.

With the upcoming QX55, Infiniti is tearing a page from the Volkswagen Atlas’ playbook. That German manufacturer saw that it had a good thing in its midsize crossover, so it decided to get more bang for its buck by shaving a little length and height from the three-row model, creating a mildly upscale, slightly restyled two-row variant to widen the model’s net.

The QX55 is the same recipe applied to Infiniti’s QX50 crossover — a model that landed with a resounding thud in late 2018, but one whose sales have proven interesting in the grim year of 2020. Why is that, you ask?

After teasing us with the most rudimentary sketch we’ve ever seen at this year’s Pebble Beach Concours d’Elegance, Infiniti has followed up with a secondary teaser of its coupe-styled QX55 crossover.

While there’s a hint of mystery surrounding the vehicle, most of that concerns the exterior. Based on the QX50 SUV, the 55 is likely to be mostly the same, with the largest aesthetic change being a swept-back roofline. That’s probably why Infiniti focused so heavily on that singular aspect in its marketing materials, making us wonder if this this particular fashion of automotive striptease has run its course.

Heavily obscured silhouettes work when there are oodles of hype already surrounding a distinct-looking vehicle. The same cannot be said when an automaker pursues an increasingly common industry trend — like a sloping ceiling. But this isn’t an issue unique to the Infiniti brand or even the automotive sector. Companies know they have to chum the waters more often to excite the ever-fickle media cycle. Unfortunately, with everyone now hip to the practice, it’s rapidly losing its effectiveness.