Like many other car manufacturers in the U.S., Infiniti, the luxury division of Nissan, has experienced a challenging 2024. The first nine months of the year have not fared well for the brand, with new vehicle sales plunging by 12.8% year-to-date (YTD). In total, Infiniti sold 42,567 vehicles during this period, down from the 48,830 units it sold in the same timeframe in 2023. This significant decline underscores the difficulties Infiniti is facing in a competitive and evolving auto market.
Sales Slide Continues in Q3 2024
The downward trend continued in the third quarter (Q3), where sales dropped by 12.1%. Infiniti sold 14,540 units in Q3 2024, a decline from the 16,544 units it sold in Q3 2023. The weakening demand for most of its models is evident, as all but one of Infiniti’s offerings have seen a reduction in sales this year.
Struggles Across the Infiniti Lineup
The sales figures for Infiniti’s various models reveal just how widespread the challenges are. The Q50 sedan, once a popular choice among luxury buyers, has witnessed a sharp decline in sales. From January to September 2024, Infiniti sold 4,138 units of the Q50, a 17.6% drop from the 5,022 units sold during the same period in 2023. Q3 sales were even more alarming, with the model down 28.9%, from 1,827 units last year to 1,299 this year.
The situation is far worse for the Q60 coupe. Sales have plummeted by 94.6% in 2024, with only 51 units sold YTD, compared to 936 last year. This steep decline is not entirely unexpected, as the Q60 was discontinued after the 2022 model year, but its lingering presence in showrooms highlights the lack of demand for the remaining units. Only three Q60s were sold in Q3 2024, compared to 214 in the same period last year, marking a staggering 98.6% drop.
Similarly, the QX55, one of Infiniti’s more recent entries, has struggled. Sales have dropped by 32.8% YTD, with 2,736 units sold, down from 4,070 in 2023. Q3 sales were also down by 37.8%, from 1,419 units last year to 882 in 2024. The QX55’s disappointing performance has raised questions about its future, with reports suggesting it could be phased out alongside the QX50 by August 2026.
Declining Sales for Infiniti’s Flagship Models
The QX60, Infiniti’s most popular model, has also been hit by the sales slump. The luxury SUV saw a 9.2% decline in sales YTD, with 20,355 units sold compared to 22,424 in the same period last year. In Q3, sales fell by 8.1%, from 7,554 units to 6,941. The QX80, Infiniti’s full-size SUV, experienced a similar fate, with a 19.7% drop in sales YTD, down to 7,410 units from 9,225 last year. Q3 sales were down 13%, with 2,694 units sold compared to 3,095 in Q3 2023.
A Bright Spot: QX50 Sees Growth
Amid this sea of red, the QX50 has been a rare bright spot for Infiniti. Sales of the compact luxury SUV have actually increased by 10.1% YTD, from 7,153 units in 2023 to 7,877 this year. In Q3, sales of the QX50 rose by 11.7%, from 2,435 units to 2,721. Despite the QX50’s solid performance in 2024, it is still far below its peak, with 20,885 units sold in 2020 and 19,196 in 2021. The model’s future remains uncertain, as Infiniti is reportedly considering discontinuing both the QX50 and QX55 in the next few years.
Infiniti’s Future in Question
The sales struggles of 2024 have placed Infiniti in a difficult position. With significant declines across nearly all of its models, the luxury brand will need to rethink its strategy to regain momentum. While the QX50’s sales growth offers some hope, it may not be enough to offset the broader challenges Infiniti is facing. As the brand contemplates potential changes, including the discontinuation of certain models, the road ahead for Infiniti remains uncertain.
