'Luxury' -- what is in that word? People buying luxury vehicles are looking for beautiful design, exclusivity and quality. For many, many years the German brands have been dominating the luxury market, but has that domination ironically diluted the very value proposition that these luxury brands aim to provide their customers?
Leading the premium C-segment are the German models: the BMW 1/2-series, the Audi A3 and the Mercedes-Benz CLA-Class. Pictures of these three are below. They are great looking vehicles, but they do not really look much different from each other. None of them really stand out from each other.
BMW 2-Series Sedan
Audi A3 Sedan
Mercedes-Benz CLA-Class Sedan
When it comes to design, if you want to stand out from the crowd, the Infiniti Q30 seems a clear winner to me. From a design perspective, it has managed to stand out with beautiful curves and intriguing exterior color choices, while not drifting into a design genre that is too extreme for the masses to be comfortable with. The German brands appear to be making different versions of the same design. Good looking cars, but not distinctive.
Furthermore, the German brands have lost a lot of the exclusivity that luxury car buyers are looking for. These are the sales numbers for each of the models in the US YTD.
BMW 1/2-Series - 9730
Audi A3 - 29,704
Mercedes-Benz CLA-CLass - 23,253
While there are no sales numbers for the Q30 at the moment, as the car isn't even on sale yet, I can guarantee you that the Q30 will sell in less numbers than its German rivals. Funnily enough, this actually makes the Q30 a more attractive choice for buyers looking for exclusivity. People are used to seeing German luxury cars roaming the nicer neighbourhoods now. There is nothing about them that stops people in their tracks, and gets them to take a closer look. Gets them to ask, "Oooo, what is that?" The German luxury brands have become common and in-exclusive -- victims of their own success.
Purchasing an Infiniti Q30 is the choice of a smart luxury shopper. It has superior design, uniqueness and exclusivity when compared to its German rivals. Furthermore, it is in many ways the same as the Mercedes-Benz GLA-Class in terms of its bare bones and mechanical components, so it can't really be said that buyers will be missing out on the German craftsmanship.
Why are you interested in the Infiniti Q30 and not its German luxury brand rivals?