Redesigned All New QX50 SUV to spearhead Infiniti's China growth

The All New QX50 SUV makes its China debut at Auto China 2018 in Beijing. Photos Provided to China Daily

Infiniti, Nissan Motor Co's flagship premium brand, has announced plans to triple its annual China sales to approximately 150,000 vehicles in the next five years.

To meet this ambitious target, Infiniti will be adding five models to its highly localized portfolio, the first of which, the redesigned All New QX50 SUV, is making its debut in China at the ongoing 2018 Beijing International Automotive Exhibition, also known as Auto China 2018 and will hit showroom floors by mid-year.

Infiniti Chairman and Global President Roland Krueger said the five locally produced models will consist of three SUVs and two sedans.

"China is a top growth market for Infiniti, and our designers and engineers are working to ensure that our vehicles are fully optimized for our Chinese customers," Krueger said. "Localization is key to our market strategy and positioning."

The addition of five new vehicles is expected to put the premium automaker on a solid growth trajectory in China, a market defined by rapid portfolio turnover and frequent new model launches to grab buyer attention, according to the company.

Localization and portfolio expansion are key to spurring growth, and the automaker's market strategy and portfolio expansion hinge on localization, Krueger said.

By the end of the five-year rollout, localized models will account for over 90 percent of Infiniti sales in China, up from 60 percent of the 48,408 vehicles delivered last year.

The automaker's dealer network will also swell to at least 200 dealerships in the same period, the company said.

In 2014, Infiniti began localizing its models with joint venture Dongfeng Infiniti Motor Co, starting with the QX50 and the Q50L sedan.

"Infiniti is pursuing localization in China, for China," Krueger said. "We believe that to be successful, we need to be rooted here and to have an ongoing, active dialogue with our consumers. Our design language speaks to their emotional needs and aesthetic preferences."

SUV segment

Krueger said he expects Infiniti's sales to surge in the second half of this year when the heavyweight All New QX50 hits the market, buoyed by enormous demand from Chinese consumers for SUVs. The automaker's mix of new products is key to driving growth, and adding three new SUVs and two new premium sedans was anything but accidental, he added.

According to the China Association of Automobile Manufacturers, SUVs are the fastest-growing segment in China, rising 11.3 percent year-on-year to hit 2.66 million vehicles sold in the first quarter of this year.

For SUV buyers, the new QX50's variable compression ratio turbocharged engine, or VC-Turbo, a world first, is a prominent feature.

In the race to develop a VC-Turbo engine, Infiniti has solidly beaten its competitors with what Krueger called "a leap forward for combustion engine technology".

More than 20 years in the making, the world's first-ever variable compression ratio engine will premiere in the all new QX50.

Its innovative design combines the power of a high-performance 2.0-liter turbo gasoline engine with the early torque delivery and efficiency of an advanced diesel or hybrid powertrain, but without the equivalent emissions.

In other words, the VC-Turbo means more force, more power, a smaller engine, better fuel economy and lower emissions.

Infiniti said it is considering producing the engine locally, which is currently being made in Japan.

Q Inspiration concept car

Also highlighted at the Beijing Auto Show is the Infiniti Q Inspiration concept vehicle. With an elongated silhouette and concise body lines, the concept car has previewed what Infiniti is calling a new "electrified" design language, created especially for its vehicles with advanced powertrains.

The Q Inspiration is built on a new platform Infiniti is developing for new energy cars. From 2021, every new Infiniti model will either be an all-electric vehicle or have an e-Power powertrain, according to the company.

Infiniti's proprietary e-Power technology features a small gasoline engine that charges a high-output battery, eliminating the need for an external charging source, providing the convenience of refueling with petrol, while offering the same driving experience as a pure EV lectrified models are expected to account for a quarter of the Infiniti lineup in China starting from 2022, according to Krueger.

Data from the trade association show that China overtook the United States as the world's largest new energy car market in 2015, with around 1.9 million new energy vehicles on its roads so far.

"As part of our roadmap to electrify our portfolio, we anticipate that by 2025, more than 50 percent of new Infiniti vehicles sold globally and in China will be electrified," Krueger added.

Inside, the Q Inspiration cabin's minimalist design envelops the driver and passengers in a serene and comfortable environment. Throw in Infiniti's new ProPILOT technologies and drivers feel completely liberated from their stressful everyday commutes.

Local partners

Infiniti said electrification is clearly the future. CAAM figures show that around 777,000 new energy cars were sold last year nationwide - a figure projected to hit the 1 million benchmark by the end of 2018.

While China recently announced policies to make it easier for international brands to go it alone, Infiniti plans to continue to work with its local partner to make Infiniti a top premium challenger brand in the Chinese market, including offering electrified premium vehicles. The joint venture now has two plants in the country and is looking to expand.

"To be successful in China, you need very strong partnerships - partners that will develop with you, with the brand," Krueger said. "We have a very strong, profitable dealership network. We also have a very successful partnership with Dongfeng and intend to fully leverage and strengthen that relationship."

(China Daily 04/25/2018 page19)