Infiniti's Design Strategy with Shiro Nakamura | Infiniti
Infiniti
An Interview with Shiro Nakamura on Infiniti's Design Strategy
We Want to Actively Incorporate Japanese Sensibilities
At the North American International Auto Show in January, the two two-door coupes world-premiered by Japanese manufacturers Lexus and Infiniti captured the attention of visitors. Here, we spoke with Shiro Nakamura (Senior Vice President, Nissan Motor Co., Ltd.), who oversaw the design of the Infiniti "Q60" (Japanese name: Skyline Coupe) with its striking emotional styling, about Infiniti's design strategy.
Text by KUSHIMA Tatsuya
The Two-Door Coupes from Lexus and Infiniti That Drew Attention
The North American International Auto Show (NAIAS), commonly known as the Detroit Motor Show, is held every year at the beginning of January. The show, held in the heartland of the American car manufacturers once known as the "Big Three," was also known for its flashy presentations.
But that is a thing of the past. Since the Lehman Shock, all such extravagance has been eliminated, and there is no longer anything excessive. And this year, the show proceeded in that vein.
INFINITI Q60 and Nissan Motor CEO Carlos Ghosn
Shiro Nakamura, Senior Vice President of Nissan Motor Co., Ltd.
Amidst this backdrop, Japanese manufacturers stood out. In particular, Lexus and Infiniti, whose main market is North America, were drawing attention. Both announced production-ready two-door coupes. The Lexus "LC500" and the Infiniti "Q60". The debut of niche models like coupes suggests the momentum of these two brands.
Therefore, this time we spoke with Shiro Nakamura, Senior Vice President of Nissan Motor Co., Ltd., who leads the design sections for the entire group including Infiniti and Nissan, about Infiniti's present and future.
Infiniti
An Interview with Shiro Nakamura on Infiniti's Design Strategy
We Want to Actively Incorporate Japanese Sensibilities (2)
What is Infiniti's "Design to Win"?
"How did you find the design of the Q60 this time? Looking back, it traces back to the "Infiniti Essence"announced in 2009. The Essence was a precursor to models that would follow and was important for gaining internal consensus," Nakamura began.
The Essence was a concept car for a luxury sports coupe unveiled at the Geneva Motor Show in March 2009. It embodied the FR package with its long nose and short deck. The powertrain was a 3.7-liter V6 twin-turbo plus a motor, with a combined system output announced at 600ps.
"From the design of the Essence, it has continued to the "Q50 (Skyline)", and the "Q30". The upcoming QX series will also follow this direction. The design direction proposed by the Essence will be carried over to all models in this generation's product cycle. However, this was not achieved by design alone. A show car can be made from carbon fiber, so only one needs to be built. The important thing is that it became possible to bring it to the level of a production vehicle."
Nakamura's point is this: Infiniti currently produces vehicles in Japan at its Tochigi plant, as well as in Sunderland, UK, Tennessee, USA, and China. However, the quality control for the products must not be inconsistent. Therefore, the Tochigi plant serves as the mother factory, and its precision is being reflected in each plant to unify the standards. He asserts that the precision of Japanese factories is exceptionally high.
"An excellent car must have emotional design, quality, and performance. What we have advocated is 'Design to Win.' Engineers participate from the initial stages of design to explore various possibilities."
Infiniti
An Interview with Shiro Nakamura on Infiniti's Design Strategy
We Want to Actively Incorporate Japanese Sensibilities (3)
The Difference from German Premium Brands
Nakamura emphasizes that Infiniti's design entered a new generation with the Essence in 2009. However, Infiniti itself is a relatively new brand. Founded in 1989, the same year as Lexus, it lacks the historical depth of German premium brands like Mercedes, BMW, and Audi. So, what is the difference?
"German manufacturers have acquired a large customer base over their long history. While this offers significant advantages in sales, it also has drawbacks, namely a lack of freedom. Even with a single design, there's an unspoken pressure to conform to certain expectations. Infiniti has been building its brand identity over the last 10 to 15 years. In that regard, we have a high degree of freedom. This is an advantage not only for Infiniti but also for Lexus and even Korean cars. In terms of design freedom, I want to actively incorporate Japanese sensibilities. It would be interesting, for example, to incorporate the intensity of a Buddha statue's eyes into the headlights."
Nakamura spoke extensively about Infiniti's present and future. The Q60 seems to offer hints of Infiniti's future design direction. Following the Q60, the addition of models like the compact SUV "QX30," the sports sedan "Q50," and the "QX60 Crossover" is inevitable, expanding the target audience. In that sense, future developments are highly anticipated. It's possible that the word "introduction to Japan" might even be part of that strategy.—.