On December 16, 2021, on the banks of the Pearl River, under the Canton Tower, the new generation of Infiniti QX60 officially launched pre-sale at a price of 450,000 yuan, with a total of 6 models of new cars and a pre-price of 450,000-660,000 yuan.
As the first Japanese luxury brand to launch domestic models, Infiniti, which is in the second-tier luxury brand camp in the domestic market, also has a highlight moment, based on the Recognition of Infiniti model design by the Chinese people, as well as the price advantage of domestic models, but also has people's trust in the quality of Japanese models, and the sales of this brand were once very eye-catching.
However, with the passage of time, Infiniti, which has undergone product line adjustments, still cannot avoid the fate of high and low. In the end, domestic consumers who are addicted to the luxury texture of BBA Ashkenazi have failed to find a sense of belonging in Infiniti.
In such a situation, seeking change is the only way out. Infiniti QX60 also brings a new brand concept - modern oriental luxury when it opens pre-sale in China.
What kind of oriental luxury is this?
In Chinese history, there are many kinds of manifestations of oriental luxury, which can be golden splendor, red walls and green tiles, or it can be a collection of tens of thousands of books, the courtyard can hide spring, not to mention the gold silk jade veil, glass color vessels and other superficial objects.
Just like the ancient horse-drawn carriage, it was wrapped in silk on all sides, inlaid with gold inlays, draped in splendid embroidery on chairs, and spreading tiger skin on the floor. At that time, the concept of luxury could be almost entirely reflected in decorative objects, and the design of carriages and the number of horses depended more on the position of users in ancient class society.
In today's cars, the concept of luxury is not limited to whether the materials are luxurious or not, but also related to the design concept and driving experience. When another Japanese luxury brand, Lexus, proposed the design concept of oriental luxury aesthetics, oriental luxury once became a popular concept for luxury car design.
Lexus's oriental luxury aesthetics tend to be traditional design, whether it is China or Japan, there is a long history of wooden architecture, although the architectural aesthetics of the two countries have taken different paths in the development process, but there is still resonance. Therefore, when Lexus launched the oriental luxury aesthetic design concept, it suddenly hit the psychological demands of domestic consumers.
The Infiniti QX60 seems to be on the same path today, but it also added the word "modern" before "oriental luxury", which makes this design concept intriguing.
Although it cannot be denied that modern Oriental luxury is unique, how can modern people clearly distinguish and feel this undefinable sense of luxury?
At that time, the three major Japanese luxury brands expeditioned to the North American market on the other side of the Pacific, and Acura was designed to make domestic consumers mistakenly think that it was Cadillac's shape. Now that China has become the world's largest auto market, Lexus was the first to react to shouting the slogan of "Oriental Luxury Aesthetics" and gaining the recognition of consumers, while Acura has been slow to show its unsatisfactory appearance.
So, infiniti, which has been difficult to set the tone, after the same design concept of "oriental luxury", how can it be realized?
The QX60 is luxurious enough, but not oriental enough
The luxury of the Infiniti QX60 is unquestionable, from size to charm, from materials to driving performance, it can have such confidence.
The body size of 5127*2005*1767mm, coupled with the 2900mm wheelbase, is enough to form a calm and calm temperament. In terms of design, the artistic design language of "Poetry Book And Qin Painting" runs through the interior and exterior details such as the front grille, body lines, head and tail lights, and new body colors, retaining the brand's consistent sense of rigidity and softness, and focusing people's attention on the middle of the body through the painting of the hidden roof, further enhancing the visual sense of stability.
In the cockpit, Infiniti's design ideas focus on the four keywords of "simple, wide, hidden and smart". "Jane" is reflected in the overall layout of the cockpit, "wide" is the seating space of the cockpit, "hidden" is the design of the storage space, and "clever" is ingenious in some functions.
Visual luxury is ultimately one of them, and the experience of the occupants in the cabin is obviously more important. Infiniti QX60 has put a lot of thought into seat wrapping, seat functions, shock and noise reduction, and also combined with BOSE sound to provide rich and detailed listening enjoyment. But these are obviously the basis of luxury cars, and it can only be said that the Infiniti QX60 has no shortcomings in these aspects.
At the driver's level, the car is powered by a 2.0-litre VC-Turbo variable compression ratio turbocharged engine, which matches the 9-speed manual transmission to ensure efficient power while taking into account fuel economy. For a large luxury SUV, the configuration of the 2.0T engine is indeed almost interesting, but it is not decent in today's environment, at least the most excessive model is certainly not it.
At the end of the day, looking at the all-England Infiniti QX60 on a general level, it is indeed luxurious enough, but not "oriental" enough. Although the appearance adopts the design language of "piano, chess, calligraphy and painting", but the artistic things are sometimes not even clear, how many people can be expected to understand it for themselves? However, the four keywords of "simple, wide, hidden, and clever" can slightly reflect the concept of oriental design, as to whether it can be related to luxury, you Infiniti said that it may not count.
On this inexplicable "oriental luxury", we have to blame "modern".
Bell description
There is no doubt that this QX60 will be an important part of Infiniti's future strategic deployment in the Chinese market, and the car itself has no shortcomings worth investigating, but after being named "Oriental Luxury", it seems to invisibly increase the difficulty of its new Trip to China.