Infiniti reveals ambitious plans amid sales challenges

In August 2025, Infiniti, Nissan's luxury brand, is undergoing significant changes in response to declining sales and new import tariffs impacting their business in the U.S. The brand's strategy focuses on refining its product line and enhancing customer engagement, leading to the introduction of three new concept vehicles at the Pebble Beach Automotive Week event. These changes are spearheaded by Tiago Castro, who was appointed vice president of Infiniti Americas just months earlier, indicating a proactive approach to tackling the challenges faced by the brand. The unveiling of the three concept vehicles, which includes the QX65 Monograph, is set for August 15, 2025. The QX65 Monograph is designed as a two-row SUV aimed at competing with the Lexus RX series and other similar vehicles. Castro emphasized the importance of these concepts in establishing a new direction for Infiniti, particularly as they aim to attract a competitive customer base while highlighting their Artistry in Motion design language. In conjunction with product development, Infiniti is reviewing 82 different sales programs for dealers in an effort to streamline operations and increase overall vehicle sales. The goal is to repurpose funds from reduced programs into more effective advertising strategies that drive digital engagement and customer traffic to their website. The early response from such initiatives has been promising, with record digital traffic recorded the previous month. Despite the challenges ahead, Castro expresses a sense of optimism regarding Infiniti’s trajectory. He believes that by focusing on efficient operations and defining a clear market presence, Infiniti can regain momentum and showcase a robust commitment to both Infiniti and Nissan’s success in a competitive luxury automotive market. The concerted effort aims to create a more compelling brand image and re-engage customers that may have previously overlooked Infiniti vehicles.