Infiniti's forthcoming Q30 shares a crucial common trait with the successful first-generation Qashqai from parent Nissan: both models aim to provide something different in crowded segments, Nissan design boss Shiro Nakamura said. The Qashqai won sales by offering crossover looks and features in a segment dominated by hatchbacks such as the Volkswagen Golf. Nakamura says the Q30 can do the same against competitors such as the Audi A3 and BMW 1 series. He explained why in an interview with Automotive News Europe Correspondent Claire Bal.
How will the new Infiniti Q30 stand out in a fast-growing segment that already includes models such as the Mercedes-Benz A class and CLA?
The Q30 is a very strategic model. It is sort of like Inifiniti's Qashqai because the Q30 is not a normal hatchback. We want to create a new unique concept. It's similar to the Qashqai from a strategic point of view because the premium segment is so dominated by the Germans, by sedans.
Creating our own image by going into the normal sedan area would be more difficult. It is a very competitive market. The strength of the Q30 is that it doesn't look like anything else. A class is A class, CLA is CLA, but Q30 is Q30. If you can buy similar things, people go to existing brands, that's why we want to create products that don't look like anything else. This is our strategy.