Are You Worth Over $1 Million? You’re Infiniti’s Preferred Customer For The QX80

Infiniti is on a mission to increase its market share and profitability after experiencing five consecutive years of declining sales. The brand’s North American boss has set a target of achieving a 10 percent sales increase in the 2024 fiscal year. However, the current range of ICE-only models poses challenges for dealers aiming to enhance profitability.

Craig Keeys, Group Vice President of Infiniti Americas, outlined the brand’s strategy to attract former customers and capture new ones. In reference to competitors like Lexus and Acura, Keeys emphasized their success in eroding Infiniti’s market share over the past five years, stating, “Over the past five years, two brands have been good at peeling away our market share. I want some of that back. So you’ll see us get a bit more aggressive in that space.”

More: 2025 Infiniti QX80 Drops V8 And Embraces Modern Luxury To Battle Cadillac Escalade

Speaking to Auto News, Keeys revealed that Infiniti had increased its conquest share by 5 percent in the past year. He expressed optimism in aiming for another 5 percent increase in 2024. According to the Automotive News Research & Data Center, Infiniti’s share of the luxury segment declined from 4.4 percent in 2018 to 2.4 percent in 2023.

To achieve their goals, Infiniti is targeting a new type of customer: those with substantial disposable income. The luxury brand aims to redirect existing clients who may struggle with higher prices towards the more budget-friendly Nissan. Simultaneously, as part of an “omnidirectional strategy,” Keyes intends to strategically attract affluent customers to Infiniti’s new products.

2025 Infiniti QX80

The 2025 Infiniti QX80 is described as “the kickoff to our product renaissance” and a “precursor to where we ultimately want to take the brand.” The new generation of this flagship SUV, which debuted in March, commands steep pricing entering into the six-figure territory.

Infiniti told retailers that the target demographic for its new SUV flagship comprises individuals earning over $250,000 annually with a net worth of at least $1 million. Consequently, approximately 75 percent of QX80 buyers are anticipated to be newcomers to the brand. In the same vein, Keeys emphasized that Infiniti is deliberately focusing on consumers who are “resilient to economic instability” and are consistently inclined towards spending.

Electrification Slow-Down And Dealer Support

Unlike some compteitors, Infiniti currently has an ICE-only lineup without any EVs or hybrids. Keeys believes there’s “still a place for ICE vehicles in the marketplace if you look at segmentation and registration data”, adding that Infiniti will “continue to assess the landscape and make decisions based upon consumer desirability.”

As for fully electric vehicles, Keeys mentioned that Infiniti is content not to have followed other automakers who “heavily invested in EVs over the past two years,” which he described as a “cash burn.” Amid the slowdown in EV adoption, Infiniti is “adjusting” its strategy while maintaining a long-term commitment to electrification.

Nissan recently hit the brakes on plans for a US factory where it would build EVs – including a sedan and a crossover for Infiniti. These were originally scheduled to enter production in late 2026, a target that has now been postponed further into the future.

According to Steve Lapin, chairman of the Infiniti National Dealer Advisory Board, retailers experienced one of their worst years in 2023 in terms of profitability, largely due to rising costs. In response to this challenge, Keeys indicated that Infiniti has “something significant coming for our retailers in late July,” emphasizing that the brand plans to “inject resources into our retailer network via marketing and expense support.”