Infiniti design suggests performance

JOHN LEBLANC FOR THE TORONTO STAR

All Infinitis must suggest performance, as shown in the aggressive front end styling of the EX.

John LeBlanc

SPECIAL TO THE STAR

With most new vehicles on a level playing field when it comes to features, reliability, safety and actual driving, exterior styling becomes vital in differentiating cars and brands in a crowded and competitive market.

As the first in a series of interviews with the world's top designers to find out what defines the look of certain brands, Wheels Extra spoke with Shiro Nakamura, senior vice-president of design with Nissan, Infiniti's parent.

Since his arrival at the Japanese automaker from Isuzu in 1999, Nakamura has moved Infiniti far away from looking merely like Nissan sedans with a bit more chrome tacked on.

WHEELS: The recent styling rebirth throughout the entire Infiniti lineup seems to be a "take two" after the initial launch of the brand in 1989, which focused on the flagship Q45. What's the difference this time?

NAKAMURA: Unlike the first Q45 (which substituted a Japanese emblem instead of a traditional front grille) we aren't being too obvious about the details.

Yes, we want to express some Japanese DNA in every Infiniti. But instead of calmness, we want to have a more vibrant character and make sure you see Infiniti as "premium Japanese."

Our designers are inspired by living together with nature, and use lines that are harmonious with nature – trees, mountains, sea waves.

WHEELS: What was the genesis of the new Infiniti design language?

NAKAMURA: It all started with the G35 sedan, introduced to North America for the 2003 model year.

Before that car, we had lost our clear direction, or brand character. The original Q45 had a strong design, but it was only one model, so its character was never fulfilled throughout the lineup.

We then added the G35 coupe, which expressed even more our brand value and design, and the first FX crossover, which also clearly showed our design direction. With the updated FX, G sedans and coupes and the new EX crossover, customers now see that our cars are not just derivatives of Nissans: Infinitis must have their own bodies, and there is a consistent look throughout the lineup.

WHEELS: What do you want customers to feel when they see an Infiniti?

NAKAMURA: All Infinitis must express their performance, and we do that with proportions that you can only achieve with a rear-wheel-drive chassis.

For example, the new FX definitely shows a type of proportion – long wheelbase, nice size of the tires and wheels at the corners of the vehicle, long hood, short deck – that conveys performance.

WHEELS: What key elements make up Infiniti's current design?

NAKAMURA: One of the most important aspects is the detail at the front and rear of the cars.

We always make sure we have an interesting headlight design and ensure they are incorporated with the forward thrust of the front wheels. The front character is further made up of the two chrome bars that frame the grille.

Along the side, we try to have a large arch to the window profile.

And at the back, although we don't try to have the same taillight design for each of our cars, we do try to mimic the front of the vehicle with chrome bars framing the licence-plate holder.

Related links:
VIDEO: Analyzing Infiniti's style

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