Infiniti’s approach is to create a sense of occasion for the consumer, and the Q30 and QX30 concept are right on track. Both models are built on Daimler’s MFA platform (which is also shared with Mercedes-Benz A-Class), but designers have ensured differentiation through their detailing, stance and overall appearance. This is a smart tactic that saves on development costs whilst also enabling products that are identical under the skin to appeal to a very broad range of potential customers.
Weaver clearly knows how to go after ‘white space’ in the market – he’s the man responsible for the amazingly popular Nissan Juke and first generation Qashqai models, both runaway successes for the brand that other companies rushed to emulate. But Weaver noted that it’s not just about making something different for the sake of being different: “We’re not just creating cars to be provocative,” he said. “We want to be appealing and we want to be desirable.”
Hence, the QX30 reinterprets the SUV typology with a sportier dynamic. Designed in collaboration with Infiniti’s designers in Japan and built in the London studio, the interplay of surfaces along its bodyside is unique to the model, while elements like the innovative roof rail system – the rails can be removed when not in use — is patented. “We’re looking for patentable ideas,” said Weaver.
Weaver noted that a lot of time and effort had gone in to producing the beautifully intricate two-piece 21-inch wheel design. In true concept car form, a large machined element goes over the wheel nuts to hide them from view. These are wrapped in custom Bridgestone tires. “We thought we put so much time on the exterior and interior, why not the tires too?” Weaver said.
The interior, designed by creative design manager Burt Dehaes at the London studio, shares its architecture with the forthcoming Q30. It features a “democratic” wave shape IP flowing across the cabin from one end to another. “Premium not just about shapes,” Dehaes told us, “[It’s also about] material quality, leather, wood and stitch lines”.
Infiniti’s designers are also dedicating a lot of resources working on HMI and interaction design, two areas that are exploding as customers increasingly want more of what they have available on their mobile devices inside their vehicles.
Cox said that, as a brand, Infiniti is aiming to not only be aesthetically dynamic, but also performance oriented. “Performance is at the heart of Infiniti and where we will be,” he noted, adding that Infiniti’s objective is to have a strong design presence with a performance nature.
This inspiration goes some way towards drawing a parallel to Infiniti’s affiliation with Red Bull Racing, and I’m hoping that the company’s link to motorsport will become clearer as the brand matures.
The Q30 (main image above) — the first vehicle to showcase the brand’s evolution — will be making its official debut at the Frankfurt motor show in September.
