Infiniti Considers Dropping Alphanumeric Naming After 35 Years

As the first Infiniti QX65 rolls off the assembly line at its Tennessee plant, executives are evaluating a significant shift: ending 35 years of alphanumeric vehicle naming conventions.

Since Infiniti’s launch in 1989 as Nissan’s luxury division, the brand has relied on a mix of letters and numbers—starting with the G35—to name its vehicles. Over time, the naming system evolved to include combinations of G, I, F, M, Q, and QX prefixes, but the current lineup has done little to resonate with consumers.

With sales declining, Nissan and Infiniti are exploring ways to reconnect with buyers. While fresh designs like the QX65 offer a promising start, critics argue that Infiniti’s alphanumeric naming has diluted brand recognition. Nissan executives have openly criticized the system, calling it confusing and ineffective.

Ponz Pandikuthira, Nissan Americas’ chief product and planning officer, expressed frustration with the current naming strategy, calling the shift to alphanumeric names a mistake.

"Nissan's got lots of great nameplates and they clearly stand out," Pandikuthira told Edmunds. "But on the Infiniti side, since we went alphanumeric, I think we lost. We lost FX, which to me is a tragedy; FX stood for something and it's very clear what it was."

Pandikuthira also highlighted concerns raised by Christian Meunier, Nissan Americas chairman, who criticized the lack of clarity in Infiniti’s naming system. "This alphabet soup just gets lost, and at some point, you don't know who makes it," Meunier stated.

Infiniti is not the only luxury brand reconsidering alphanumeric naming. Acura, Honda’s luxury division, recently reintroduced the Integra name after over a decade of alphanumeric models. Additionally, Acura has filed trademarks for the "Legend" name, signaling a potential move away from designations like the RDX and MDX. The brand’s new subcompact crossover, however, was named ADX, leaving its naming strategy in flux.

In contrast, brands like BMW, Mercedes-Benz, and Lexus have maintained traditional naming conventions, leveraging their long-standing legacies to avoid confusion. Industry analysts suggest that Infiniti’s potential shift could help it stand out in a crowded luxury market.