Japanese automaker Infinity, a subsidiary of the Nissan Group, has announced the launch of its new QX65, a mid-size SUV, in an effort to revive its sales in the U.S. market. This step follows a significant decline in the company's sales, which have dropped by 65.6% compared to their peak in 2017.
The QX65 features a VC-Turbo engine with 268 horsepower and 286 lb-ft of torque, along with two 12.3-inch screens. Eric Liddio, Vice President of Infinity in the Americas, confirmed that the QX65 represents a new beginning for the company in the U.S. market.
Event Details
The QX65 was unveiled at Grand Central Station in New York City, where the company chose this prestigious location to highlight its ambitions in the U.S. market. The event also featured NFL stars Rob Gronkowski and Julian Edelman, reflecting Infinity's strategy to attract attention through partnerships with well-known sports figures.
The starting price of the QX65 is $53,990, making it less expensive than the average price of mid-size luxury vehicles, which is around $77,000. The vehicles are expected to reach dealerships next summer, demonstrating Infinity's commitment to rebuilding its presence in the U.S. market.
Background & Context
Historically, Infinity has achieved record sales in the United States, with sales reaching 153,000 vehicles in 2017. However, the company has experienced a continuous decline in sales since then, with sales dropping by 9% in 2025 compared to the previous year. According to a report from Haig Partners, Infinity faces significant challenges, as its sales have consistently declined, placing it in a difficult position compared to competitors like Lexus, which saw a 7.1% increase in sales during the same period.
Infinity is considered to be in a state of stagnation in product development, as the company has not regularly launched new models in recent years. Analysts point out that Nissan, the parent company, has been preoccupied with various issues, affecting its support for Infinity.
Impact & Consequences
Through the launch of the QX65, Infinity aims to regain its position in the luxury car market, one of the largest markets in the United States. By entering the mid-size SUV segment, Infinity hopes to attract a wide range of consumers looking for vehicles that combine luxury and performance.
The launch of the QX65 is expected to have a significant impact on Infinity's strategy in the coming years, as the company plans to launch a new model annually over the next five years. However, analysts indicate that it will take some time to achieve tangible results in sales.
Regional Significance
Infinity is one of the luxury brands that is of interest to the Arab market, where the demand for luxury vehicles is increasing in many Arab countries. Infinity's success in the U.S. market could positively affect its sales in the Arab region, as it may benefit from new marketing strategies and appealing designs.
In conclusion, the launch of the QX65 represents an important strategic step for Infinity in its quest to regain its position in the luxury car market. Despite the challenges it faces, hope remains pinned on this new vehicle to achieve positive results in the future.