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As we wait for the production model of the Q30 to be revealed to us, I have been thinking about the Q30's deliberate challenge to categorization. Michael Bartsch, vice president of Infiniti Americas, told us at the LA Auto Show that the Q30 is purposely doesn't fit into just one segment in an attempt to woo younger customers "who refuse to be defined by labels or by convention."
"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," said Bartsch. "These buyers are 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."
The Q30 combines elements of a coupe, hatchback and a crossover to create something that nobody has really seen before. It makes it hard to compare the Q30 to other vehicles, and it also makes it hard to figure out which vehicles would be competing directly with the Q30. Auto Evolution points to the Mercedes-Benz GLA and the Lexus CT as potential rivals.
Mercedes-Benz GLA
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Lexus CT
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Even these vehicles fit much more nicely into a segment than the Q30 does though. The GLA is clearly a small crossover, and the CT is clearly a hatchback.
Bringing something brand new to the market that people haven't seen before is a risk that can bring high reward. Just look at the success of the Mercedes-Benz CLA this year, which has propelled the company to number one in luxury car sales in the US this year. It could also result in disappointment though.
All this is to say, do you think that the Q30 will be a smashing success because of its segment bending design, or will this simply confuse people and push them towards vehicles that are more clearly defined? I am also wondering if just because young people don't like labels for themselves, if that means they don't like labels for their cars either.
"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," said Bartsch. "These buyers are 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."
The Q30 combines elements of a coupe, hatchback and a crossover to create something that nobody has really seen before. It makes it hard to compare the Q30 to other vehicles, and it also makes it hard to figure out which vehicles would be competing directly with the Q30. Auto Evolution points to the Mercedes-Benz GLA and the Lexus CT as potential rivals.
Mercedes-Benz GLA
Lexus CT
Even these vehicles fit much more nicely into a segment than the Q30 does though. The GLA is clearly a small crossover, and the CT is clearly a hatchback.
Bringing something brand new to the market that people haven't seen before is a risk that can bring high reward. Just look at the success of the Mercedes-Benz CLA this year, which has propelled the company to number one in luxury car sales in the US this year. It could also result in disappointment though.
All this is to say, do you think that the Q30 will be a smashing success because of its segment bending design, or will this simply confuse people and push them towards vehicles that are more clearly defined? I am also wondering if just because young people don't like labels for themselves, if that means they don't like labels for their cars either.
