Design is Key to a Strong Brand Identity

Infiniti, Nissan's luxury brand, showcased the "Q60 Concept" at the Detroit show, which leads to the "Q60 Coupe" scheduled for release in North America in 2016. It is slated to be powered by a 3-liter V6, which Infiniti describes as a "new generation power unit that is more powerful and more efficient."

The Q60 Concept, with its flowing lines emphasized like a work of art rather than just a car, captured the attention of visitors with its beauty. In the background, beautiful imagery, such as human faces and landscapes, appeared and quickly passed by. It was an elaborate production.

It seems that in the US, the ability to create atmosphere is also important for brand image. Lincoln, Ford's luxury brand, also paid attention to its booth to evoke a similar atmosphere.

"Design is key to a strong brand identity. The Q60 Concept has the power to uplift the spirits of those who see it," said Roland Krueger, President of Infiniti Motor Company. The keywords embodied in the Q60 Concept are luxury and sportiness.

Currently, Infiniti's sales of the current Q60 (Skyline Coupe in Japan) and Q70 (Fuga in Japan) are strong, but other models are not performing as well. "We want to further enhance the appeal of Infiniti, including the Q30 (expected to be released in 2015)," Krueger said, expressing great anticipation for the future of the Q60 Concept.