Let’s zoom in on the car brand, because that’s probably why you’re here. Infiniti positioned itself as the “thinking person’s luxury car.” Not flashy like Mercedes, not sporty like BMW—more like “I read philosophy and have a leather briefcase” energy. Their early ads had trees and waterfalls, no cars. Seriously.
They wanted you to buy the lifestyle before the sedan. Which is cool, except most people just bought Lexuses because it’s easier to spell. Infiniti’s big problem? Brand confusion. People see “Infinity” and think of the mathematical concept, not a grille with chrome.
I once told a friend I drove an Infiniti. He said, “Oh, like the symbol? Is it a hybrid?” No, Brad. It’s a sedan with heated seats. That’s the danger of a brand name that doubles as a universal idea—you compete with everything in your audience’s brain.
Infiniti Logo Car
But Wait, There’s More Than Cars
Turns out, “Infinity” is also a major brand in audio equipment. Infinity Systems makes speakers and soundbars. They’re owned by Samsung, which is weird because Samsung also makes phones. So if you buy an Infiniti car and blast Infinity speakers, you’re basically driving a brand pun. I love that.
And don’t forget Infinity Labs—that’s a pharmaceutical company that makes painkillers. So you can crash your Infiniti car, take some Infinity pain meds, and listen to Infinity speakers in the hospital. Full circle, baby. (Please don’t actually do this.)
Oh, and there’s Infinity Ward, the video game studio behind Call of Duty. So when you play Modern Warfare? That’s also “Infinity.” Mind blown yet?
This is the brand new Infiniti QX80, a monster new turbo V6 SUV | Top Gear
