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Infiniti is renaming its entire product portfolio for the 2014 model year, returning to the letter "Q" from the brand's early history for every car and "QX" for every Infiniti crossover and SUV.

Nissan Motor Co.'s luxury division is undertaking the change to prepare for a broader array of global products, said Johan de Nysschen, worldwide president of the brand.

Infiniti's current lineup of sedans, coupes and convertibles will become the Q50, Q60 and Q70.

De Nysschen came to Infiniti in July from the top post at competitor Audi of America with a mission to lift Infiniti from its Tier 2 status among global luxury brands. Audi undertook an extensive worldwide campaign to rename its model lineup in 1994.

"There is risk associated with everything, but we feel quite comfortable about doing it," de Nysschen said in a phone interview from Infiniti's Hong Kong headquarters.

 


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Infiniti Takes A Hint From The Germans And Simplifies Naming Structure

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