- Infiniti's latest concept vehicle, the Q30 Concept, defies convention to appeal to younger premium customers
- Shifting demographics and attitudes are marking the growing influence of Gen X and Gen Y in the premium sector
- The compact footprint and design language of the Q30 Concept are designed to appeal to an increasingly urban customer base
FRANKFURT, Germany - The new Q30 Concept - Infiniti's future vision for the most accessible product in its range - is an untraditional approach suited to premium customers who themselves defy convention.
The design precursor to a new compact premium entry from Infiniti, making its debut at the IAA Frankfurt Motor Show, Q30 Concept reflects Infiniti's insight that future growth in the premium sector is about more than shifting customer demographics. A new generation's unique attitude toward premium-ness could be as seismic in the years ahead.
"Younger customers are coming into the premium segment with their own attitude toward premium-ness," said Hugues Fabre, Director, Infiniti Marketing. "They are looking for intense, authentic experiences, and they are willing to bend the traditional codes of luxury and disrupt convention to create better and more customised experiences.
"We believe these customers deserve a premium product of their own. Q30 Concept explores that possibility."
Q30 Concept bends convention with its "design mash-up" of three different types of body style - the coupe, the hatch and the crossover. The result is a very modern alternative to traditional premium automotive products with its sleek silhouette, dynamic character and artistically sculpted, individualistic interior design.
Q30 Concept has a compact footprint geared to the global trend of younger customers entering the premium sector in search of a product that suits their urban lifestyle. The concept's vision is to be the alternative to the practicality and conformity in the compact car segment.
Research among the new generation of buyers - with Gen X and Gen Y soon to represent 80 percent of the market - shows an increasing rejection of traditional notions toward premium cars.
"These customers want to define for themselves what luxury is rather than have others impose that definition," said Fabre. "They're less willing to connect size, presence and high-output power as key ingredients of the premium product. Rather, they're looking more for balance, great design and outstanding execution."
Fabre expects the design of the Q30 Concept - from its honed athletic shape to its sculptural, bespoke interior design with genuine materials, harmonious contrasts and dissymmetric philosophy - to resonate with this attitude.
Reflecting the value they place on connectivity, it also offers a level of technologies and features, such as Infiniti InTouch, not typically found in compact cars.
"Q30 Concept is designed to make an emotional connection with customers spontaneously," Fabre said. "It's a connection we believe they want to make."
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