Infiniti Q30 Concept reveals brands expansion into new performance segment

The new Infiniti Q30 Concept reveals the brands new performance-oriented direction as they attempt to appeal to a new generation of buyers.

Infiniti is about to enter a new market with a new performance vehicle that will change the brands identity. Infiniti will unveil the new Q30 Concept at the IAA Frankfort Motor Show in an attempt to show its future direction. The Q30 Concept signals the brands evolutionary designs as they move forward and attempt to attract a new generation of global buyers who want premium compact performance vehicles. Infiniti’s brand chief says the new compact premium crossover will fill a niche market “between the Audi A3 and Q3.”

Infiniti knows it must change its global strategy to compete with Audi, BMW and Mercedes in the premium compact segment. A new generation of buyers are looking for smaller premium vehicles with performance and efficiency. The Q30 Concept shows the brand is moving in the right direction if they are going to compete globally in the performance segment. And this radical new vehicle could help transform their conservative image.

A new performance segment is coming to Infiniti

"This Infiniti Q30 Concept is a prelude to the product portfolio expansion which underpins our aggressive global growth strategy," said Johan de Nysschen, President of Infiniti Motor Company, Ltd.  "In our quest to appeal to the modern, young-minded premium customer, the Infiniti Q30 Concept has a distinctive style and reaches new levels of product quality."

We can expect a new vehicle segment from Infiniti that will be performance oriented. To show how serious they are about entering the premium performance compact segment, Infiniti enlisted the help of three-time Formula One world champion Sebastian Vettel, to engage with Infiniti's technical teams around the world as part of a commitment to infuse the brand “with race-bred performance.” Vettel was instrumental in honing the driving dynamics of the Infiniti Q50, and he will directly influence this new premium compact performance model.

A radical shift in their philosophy

Look for Infiniti to make a radical shift in their design and powertrain philosophy in the next few years. Just as Akio Toyoda is doing with Lexus, Infiniti will attempt to change the culture and begin to bring more performance oriented cars to the brand. They will attempt to set the pace and shift current trends that are dominant in the market today. It’s been reported that the new 2015 Q30 will feature a new three-way adjustable height system.

The new vehicle will be much different than anything Infiniti has designed in the past. "Q30 Concept is slender, sleek and seductive," said Alfonso Albaisa, Infiniti Executive Design Director. "When you see speedy big cats, like cheetahs, they have a slenderness and a lightweight stride. It's almost like they're floating.  That's the muscularity we were aiming for with Q30 Concept."

Look for the new Infiniti Q30 Concept to make its world debut at the 2013 IAA Frankfort Motor Show next month. It looks like the Infiniti brand has some exciting new performance cars coming in the future. The Infiniti Q30 will be the first and could make it to production as soon as 2015. Stay tuned.

Watch 2015 Infiniti Q30 video.