2009 Infiniti Fx Fx35 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 went out of its way to make the QX30 not a Mercedes

You can complain all you want about perceived badge engineering when a company (like Mercedes-Benz) sells a platform to another brand (such as Infiniti). The reality is that most buyers won't know the difference, and they won't even realize their Infiniti is really a Mercedes underneath or that their neighbor's GLA has the same basic parts as the QX30 they just bought. What's weird to me isn't that sameness, but the places where the two cute little utes differ. These two vehicles, which are more like tall hatchbacks, use the same Mercedes 2.0-liter turbo four and seven-speed dual-clutch transmission. Infiniti adds its own throttle and transmission calibrations. The suspension design is the same, although there are tuning differences. Both come standard with front-wheel drive, with all-wheel drive an option. Fuel economy matches for the FWD models, while the AWD Infiniti lags behind the Mercedes for some reason. So they're very similar despite their different looks. And design makes sense as a point of differentiation. Frankly, they go further than a lot of vehicles on shared platforms do – further, in fact, than the upcoming Nissan Navara-based Mercedes X-Class pickup does. The QX30 has its own sheetmetal and glass to separate it from the GLA-class. You probably think one looks better than the other. If you know where to look, the signs of sameness are obvious. Most major systems and pieces are shared, like the steering wheels (with different center covers), most switchgear, and things like interior and exterior door handles. Shared parts are fine as long as the parts are good ones. On that note, how many Tesla buyers realize their steering column and stalks, plus the window switches, come from Mercedes? And does that actually matter? We'd argue no. About those differences. Many are functional, like the fact the Infiniti does not carry over the Benz's Brake Hold feature – when you roll to a stop in the GLA (or any other Benz), pressing the brake pedal firmly applies the electric parking brake until you hit the gas to move again. The QX30 has an electric parking brake, but no Brake Hold feature. Someone used to driving Mercedes models will look a bit silly standing on the brake pedal to no effect. Ask us how we know. The Mercedes gauge package is carried over, but with the Infiniti font. Makes sense, although it's off-putting at first if you've seen the original, prompting a weird deja vu. Circular dash vents are replaced by rhomboid ones.

2015 Spanish F1 Grand Prix makes its Deutsche mark

The first race of the European Formula One season inaugurates the second phase of the Championship. Teams overhaul their cars with the big updates they've been working on since Australia, and at the end of The Battle of Spain we find out how the positions on the field have changed. Mercedes-AMG Petronas driver Nico Rosberg brought a big update to his psychology, straight-up beating teammate Lewis Hamilton to take his first pole position of the season. Mercedes owns the front row and Ferrari maintains its status as primary challenger, Sebastian Vettel lining up in third. Williams proved it's been hitting the books to do better in class, though, Valtteri Bottas slotting into fourth. And Toro Rosso's visit to a track that rewards strong aero rewarded them with the best team grid position since the Italian Grand Prix in 2008: Carlos Sainz secured fifth, ahead of Max Verstappen in sixth. Kimi Raikkonen's bout of Saturday woes – it seems the Finn is always handicapped by lots of tiny issues – continued in Barcelona with one of his sets of prime tires getting cooked by malfunctioning tire warmers. He recovered well enough to take seventh on the grid, but he's got some strong competition ahead of him. He led three other drivers in the Continuous Issues department, Daniil Kvyat unable to wrestle his Infiniti Red Bull Racing higher than eighth, Williams driver Felipe Massa getting it wrong in Turn 3 to fall five places behind his teammate Bottas, and Daniel Ricciardo in the second Red Bull enduring another engine change and sloppy car behavior to get tenth. And while it turned out to be a steady race a little rough around the edges, the positions on the battlefield just might have changed. A little. Of the 66 laps in the race we might have seen Rosberg for three of them – maybe. The German got a smashing start, had a clear lead into Turn 1, and after that we checked in occasionally during his two pit stops and again at the checkered flag. He owned the entire weekend the way we're used to seeing his teammate do, and the cameras left him alone to run his race. No one got within seven seconds of him during the first third, and as the pit stop strategies played out that cushion grew. He finished seventeen seconds ahead of Hamilton, and 45 seconds ahead of third-placed Vettel. Hamilton, on the back foot all three days, stumbled out of the gate.