Aug
19
Automakers frequently update their logos and design languages to stay relevant and appealing. While some brands like Kia have introduced bold new designs, Infiniti’s latest logo update seems to blend into the background rather than making a strong impression. Despite the new logo’s subtle tweaks, many consumers might not even notice the change.
Infiniti’s Sales Struggles and Aging Lineup
Infiniti has faced a significant sales decline in recent years, with the impact of the COVID-19 pandemic only worsening an already downward trend. From a peak of 149,280 units sold in 2018, sales plummeted to 46,000 by 2022. This decline can be partly attributed to an aging vehicle lineup that struggles to compete with newer, technologically advanced models.
The QX50, for instance, debuted in 2019 and has yet to see a major update, while the QX60’s previous generation was long in the tooth before its 2022 redesign. The QX80 and Q50 are similarly outdated, with the latter last receiving significant updates in 2016. As luxury vehicles rapidly evolve, Infiniti’s models may be perceived as lagging behind.
Rebranding Efforts and Future Prospects
Infiniti’s new logo emphasizes the “infinite road” concept but may not be significant enough to generate excitement. Future models will feature a three-dimensional emblem, but this update is years away. Alongside the logo, Infiniti is introducing a new dealership design philosophy and sensory experiences, including unique scents and sounds, but whether these changes will rejuvenate the brand’s appeal remains uncertain.
The effectiveness of Infiniti’s rebranding will largely depend on whether these efforts translate into more compelling products. As of now, it seems that despite the cosmetic updates, the core issues of product appeal and innovation need to be addressed for a meaningful turnaround in sales.