Japanese luxury automaker Infiniti has made a significant move in the highly competitive SUV market with the launch of its new midsize SUV, the QX65. Unveiled Thursday, the QX65 is part of Infiniti’s strategy to revive its presence in the U.S., where its sales have dwindled sharply since reaching a peak of 153,000 units in 2017.
The QX65 is powered by a 268-horsepower VC-Turbo engine, delivering 286 foot-pounds of torque. It comes equipped with dual 12.3-inch displays, emphasizing a blend of performance and advanced technology. Eric Ledieu, vice president of Infiniti Americas, highlighted the significance of the QX65, stating that it represents “the acceleration of INFINITI into its next era.”
Despite its ambitious plans, Infiniti has faced a tough market landscape recently. According to a report from Haig Partners, sales have been in decline, dropping by 9% in 2025 compared to the previous year. Currently, the brand is down 65.6% from its sales peak, maintaining only two nameplates at dealerships, putting it at a disadvantage when compared to competitors like Lexus, which saw a 7.1% increase in sales in 2025, and even Acura, which experienced slight growth.
Stephanie Brinley, a principal automotive analyst at S&P Global Mobility, noted that Infiniti has been in a “product lull” for some time. She mentioned that while there has been intent to support the brand, it has struggled to gain traction due to various challenges within its parent company, Nissan.
The introduction of the QX65 marks a strategic move to tap into one of the largest segments in the U.S. auto market. Priced starting at $53,990, the QX65 is positioned as a more affordable option compared to the average luxury midsize vehicle, which hovers around $77,000 according to Cox Automotive.
Infiniti showcased the QX65 in a high-profile event at New York City’s Grand Central Terminal, enlisting NFL stars Rob Gronkowski and Julian Edelman as hosts to accentuate its American ambitions. Brinley pointed out that the new model draws inspiration from the brand’s former FX line of SUVs, known for their sporty aesthetics and performance.
Looking ahead, Infiniti plans to introduce one new vehicle each year over the next five years as part of its rejuvenation strategy. While analysts remain cautiously optimistic about the potential turnaround, they acknowledge that it will take time to regain lost momentum.
The QX65 is set to be manufactured in Smyrna, Tennessee, with vehicles expected to hit retailers by early summer, marking the next chapter in Infiniti’s efforts to reclaim its position in the luxury automotive market.
