Few brands have had their future questioned in recent years like Infiniti. Despite that loud criticism from industry watchers, enthusiasts and analysts alike, Infiniti is driving forward, aiming to redefine modern luxury.
Key to this is the redesigned, next-generation Infiniti QX80. The flagship three-row sport utility vehicle (SUV) is larger and more refined than before, serving as a showcase of what Infiniti is capable of as Nissan's premium arm.
"As a foundation of our business strategy, the all-new 2025 Infiniti QX80 sets the tone for our product renaissance and exemplifies our commitment to redefining modern luxury," Craig Keeys, group vice president, Infiniti Americas, told Newsweek. "As our flagship SUV, the QX80 embodies bold design, advanced technology and expert craftsmanship, showcasing the very best of Infiniti. This momentum will carry through our lineup, including the popular QX60 and highly anticipated, all-new QX65."
In 2023, the Infiniti brand reported a 40 percent year-over-year increase in new vehicle deliveries. This year, through the end of the third quarter, the company's sales are down 12.8 percent compared to 2023. The new QX80 went on sale in North America in the July of this year.
The largest QX80 markets in the U.S. are Dallas, Houston and Tampa with New York City, Los Angeles and Chicago picking up steam. Power couples, those Infiniti defines are as partners that are decision makers, are the key buyers. They are typically married with children and want a new SUV with bod design, technology that integrates easily into their lives, and considers their vehicle an extension of hospitality.
Of the QX80s that Infiniti sells, the QX80 Autograph trim level is the highest-selling trim level. That, the highest grade offered, has a starting manufacturer's suggested retail price (MSRP) of $110,595, a $25,045 premium over the entry level QX80 Pure model.
At that price, the QX80 competes with the Mercedes-Benz GLS (starting MSRP of $89,200), BMW X7 ($84,300), and Audi Q7 ($60,500), as well as the GMC Yukon ($66,900) and Cadillac Escalade ($87,595).
"This is the first time we're transacting cars that are above $110-120,000. For QX80, the average household income we were targeting [is] around $500,000, and we're getting the vast majority of those who buy the Autograph, about 60 percent of the mix right now, are above a million dollars of household income," Ponz Pandikuthira, regional senior vice president and Chief Planning Officer, Nissan Americas, told Newsweek, pointing out that signals great success because when you have a million-dollar wage, you, "have the choice of just about any vehicle."
According to the World Economic Forum, U.S. Census Bureau and a 2022 survey by YouGov, 0.5 percent of U.S. household incomes are $1 million or more. One percent of U.S. households bring in at least $500,000 annually. There are approximately 131 million households in the country.
The luxury and premium family SUV market is competitive, with Acura and Cadillac encroaching on true luxury territory and technology beginning to serve as a greater differentiator than price though the two often correlate. Those with high household incomes aim to pick vehicles that are status symbols as much as they are competent daily drivers.
Infiniti plans to address that market with another new SUV, the QX65, a two-row midsize model, in the coming year. It is expected to play off trends started by BMW then further materialized by Mercedes and Audi, delivering a sloped rooftop akin to fastback-like design.
Mercedes called them Coupes, Audi named theirs Sportback. Infiniti's approach is to add a five where the zero is in the model name, and give the SUV a bit of its own personality. They've already proven this out with the QX55, which has sold about half as well as the QX50 in recent years, increasing the total number of Infinitis sold of their size when sales numbers are combined.
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