2015 Infiniti Q70 5.6 on 2040-cars

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800k car names trademarked globally, suddenly alphanumerics seem reasonable

What's in a name? This cliched phrase probably gets tossed out at every marketing meeting that happens when a new car gets its nomenclature. We know the answer, though: everything. The name of a car has all the potential to make or break it with fickle customers that are more conscious than ever about what their purchases say about them.
That's giving headaches to marketing folks across the automotive industry. "It's tough. In 1985 there were about 75,000 names trademarked in the automotive space. Today there are 800,000," Chevrolet's head of marketing, Russ Clark, told Automotive News. Infiniti's president, Johan de Nysschen, echoed Clark's sentiment, saying, "The truth of the matter is, across the world, there is hardly a name or a letter that hasn't already been claimed by one car manufacturer or another. You can go through the alphabet - A, B, C and so forth - and you will quickly see that almost all available letters are taken."
What has that left automakers to do? Get creative. In the case of Infiniti, it made the controversial move to bring all of its cars' names into a new scheme, classifying them as Q#0 for cars and QX#0 for SUVs and crossovers. So the Infiniti G, which was available as the G25 and G37, is now the Q50. The FX37 and FX50 are now the QX70.

Infiniti teases Qs Inspiration electrified sedan concept for Auto Shanghai

Infiniti has the third installment of its Q concept lineup ready for Auto Shanghai in a couple of weeks. The 2018 Detroit Auto Show saw the Q Inspiration concept, a slinky pearlescent sports sedan. This year's Detroit show welcomed the QX Inspiration concept, an ivory electric crossover that previewed a future product. The Shanghai debut blends the two with the Qs Inspiration concept, "an electrified sports sedan for the future," that previews a forthcoming product. The Qs Inspiration appears to pick up where the 2018 Q Inspiration left off. We noted last year's show car didn't have visible tailpipes, and we suspected an electric powertrain. That wasn't the case — Infiniti said the brand's VC-Turbo technology powered the four-door. This new Qs Inspiration is built on an "all-new flexible architecture developed specifically for electrified powertrains." That's a curious distinction if by electrified Infiniti means an electrically assisted ICE. If a car needs all the paraphernalia of an ICE drivetrain, where's the electric leap? It must be somewhere, because Infiniti says the Qs Inspiration is as groundbreaking as the Q45 sedan that birthed the brand in 1989. Company boss Christian Meunier said, "Electrification creates a range of new possibilities for sedans," the concept "letting us imagine how this type of car could be reinvigorated and adapted to fit the changing needs and tastes of drivers." The teaser tells us nothing but to expect more white. There will be an "electrified form language" outside, a "minimalist cabin" inside. The dual-zone interior contains a "clutter-free cockpit ... to engage the driver, and a relaxed passenger zone that make the most of the generous interior space." Naturally, there'll be more Japanese "artistry and craftsmanship" than you can process in one sitting. Stay tuned April 16 for the reveal.

Infiniti Q50 steer-by-wire system took 10 years to develop [w/video]

Infiniti's Direct Adaptive Steering (DAS) is quite a novelty - the system employs no physical connection between the steering wheel and the front wheels under normal circumstances and instead relies on a computer, clutch and steering-angle actuator to guide vehicles down the road with input from the driver.
In our First Drive review of a 2014 Infiniti Q50 equipped with the system, we weren't overly impressed by the artificial feedback. But we can't help but be impressed with how long Infiniti spent on its development: a full 10 years, according to Autoline Daily in the video report below. A staggering 70 percent of the research and development time spent on DAS was devoted to getting the steering feel right, and unfortunately, our first impression suggests their results still leave something to be desired, as we found it lacked the sporty feeling a sport sedan should have.
The weight of DAS is comparable to that of a conventional steering system due to its complexity. For example, three ECUs are used in the first-generation DAS system to ensure there's never a loss of steering, but Infiniti is refining the technology and is working to simplify it to reduce weight. One day Infiniti hopes that only one ECU will be needed to control DAS. We just hope it doesn't take the Japanese automaker another ten years to get the steering feel right.