Few brands have had their future in doubt in recent years like Infiniti. Despite this vociferous criticism from observers, enthusiasts and analysts, Infiniti is moving forward and striving to redefine modern luxury.

Key to this is the redesigned next-generation Infiniti QX80. The flagship three-row sports utility vehicle (SUV) is bigger and more refined than before, serving as a showcase of what Infiniti is capable of as Nissan’s premium arm.

In 2023, the Infiniti brand announced a 40 percent year-on-year increase in new vehicle deliveries. This year, by the end of the third quarter, the company’s sales have fallen by 12.8 percent compared to 2023. The new QX80 went on sale in North America in July this year.

The QX80’s biggest US markets are Dallas, Houston and Tampa with New York City, Los Angeles and Chicago. Key buyers are power couples, which Infiniti defines as decision-making partners. They are usually married with children and want a new SUV with body design, technology that integrates easily into their lives, and see their vehicle as an extension of hospitality.

Of the QX80 models that Infiniti sells, the QX80 Autograph trim level is the best-selling trim level. This, the highest grade offered, has a starting manufacturer’s suggested retail price (MSRP) of $110,595, a $25,045 premium over the base QX80 Pure.

At this price, the QX80 competes with the Mercedes-Benz GLS ($89,200 MSRP), BMW X7 ($84,300) and Audi Q7 ($60,500), as well as the GMC Yukon ($66,900) and Cadillac Escalade ($87,595) .

According to the World Economic Forum, the US Census Bureau and a 2022 YouGov survey, 0.5 percent of American households have incomes of $1 million or more. One percent of American households bring in at least $500,000 a year. There are approximately 131 million households in the country.

The luxury and premium family SUV market is competitive, with Acura and Cadillac encroaching on true luxury territory and technology starting to serve as a bigger differentiator than price, even though the two are often correlated. Those with high household incomes tend to choose vehicles that are status symbols as well as being competent daily drivers.

Infiniti plans to address this market next year with another new SUV, the QX65, a mid-size two-row model. It is expected to play off the trends started by BMW and subsequently materialized by Mercedes and Audi, and will bring a sloping roof similar in design to the fastback.

Mercedes called them coupe, Audi named them Sportback. Infiniti’s approach is to add a five where there is a zero in the model name and give the SUV a bit of its own personality. They’ve already done it with the QX55, which has sold roughly half as many as the QX50 in recent years, increasing the total number of Infiniti cars of its size sold when sales numbers are added up.