The competition of luxury brands has obviously been divided at this stage, and the top brands seem to have always been calm, but the brand competition below the BBA is particularly fierce.
These brands are actually second-tier luxury brands led by Cadillac, including Lexus, Volvo, Acura, Lincoln, domestic Land Rover and domestic Jaguar, etc. After the major luxury brands have achieved localization, a fight between models of the same level is inevitable.
Infiniti's second-tier luxury brand has competed with other luxury brands after its joint venture with Dongfeng Motor, but incredibly, Infiniti's expansion in the Chinese market is difficult.
Perhaps because Infiniti's pricing in the market is too similar to BBA, many users are difficult to divert their attention from BBA when choosing a car, and Infiniti with similar prices is also snubbed by people because of its popularity.
However, Infiniti has not given up the Chinese market, from the recent new QX60 models we can see that its localization process in the Chinese market is further expanding, although we do not know how its product strength is, but the localization of QX60 We can see Infiniti's determination in China.
From the current design point of view, QX60 is still a family design style, but as a medium and large SUV, the visual experience of the entire front of the car is still very domineering, and there is a sense of immediacy of a million SUVs.
Design has always been the soul of Infiniti, from the early years of the car Q50, Q70 and other products we can also see, it conveys the classic Japanese design style, passed to the SUV model is this kind of looking "chubby" design, very luxurious texture.
In terms of interior design, this generation of QX60 is obviously absorbing the design style of most current automotive products, although it is more mainstream, but it has lost its own personalized design, compared to the dual-screen design of the previous generation model, it is a little pity.
However, the times are always improving, and the products are also improving, and the problem of the QX60's previous model car system has also been perfectly solved in this generation of products.
From the current price point of view, the whole series from 399,800 - 619,800 yuan, the overall span is still relatively large, and the whole series is equipped with a 2.0T powertrain, placed in the current market, but there is nothing wrong with this.
What makes the author regret is that Infiniti upgraded the four-wheel drive version to a relatively high price range this time, the price of the ordinary version of the entry-level model is about 400,000, and the entry-level version of the four-wheel drive version of the model is about 480,000, such a price difference, or somewhat nervous.
Compared to competitors of the same level, Cadillac's pricing range is more compact. Perhaps because of its brand positioning, Infiniti does not want to have too much intersection with the Cadillac XT6.
Among the more than 500,000 products, Cadillac has only one model, and the main sales products are concentrated in the product range of about 450,000, while the Infiniti QX60 has three products of more than 500,000, and even has reached the price range of 600,000.
The author has always been curious, what is the driving force that supports Infiniti in the Chinese market, from the perspective of products, there is not much difference between competitors at the same level, even if it uses a 9AT gearbox, compared with the opponent, It is only Infiniti more mainstream.
From the perspective of the brand, Infiniti is currently under the umbrella of Dongfeng Nissan in China, which should be more grounded in pricing, and its backhand directly set the price at the main price of the upcoming domestic BMW X5L - 550,000, which is obviously inappropriate.
We all know that after Nissan experienced the "black swan event" in 2021, it has some lack of confidence in brand power, and sales have also declined for three consecutive years, from the perspective of the brand, if you want to boost the market and bring more attentive products to users, you should start from the price.
However, Infiniti, which is a second-tier brand, has broken the ceiling of 600,000 in pricing, and in this price range, there are a number of imported luxury brand SUV models, and only seven seats to establish their own reputation, I am afraid that QX60 is only in vain in the end.