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According to media reports, Dongfeng Infiniti QX60 will be unveiled at the Guangzhou Auto Show held on the 19th. As the third domestic model, whether QX60 can become Infiniti's sales force in the domestic market and save Dongfeng Infiniti's market situation is also worth paying attention to.

According to the declaration drawing of the Ministry of Industry and Information Technology, the appearance of the domestic Infiniti QX60 is consistent with that of overseas models. The front face adopts large size inverted trapezoidal air intake grille, and the interior adopts blackened grid design. With LED headlight groups on both sides, the recognition of the front face is further improved. On the side of the body, the new car adopts a floating roof design, its D-pillar is hidden, and the upper and lower edges of the windows are decorated with chrome strips. At the rear, a black trim panel connects the two headlight groups, making it look like a through-the-way design. In terms of size, the length, width and height of the new car are 5127/2005/1767mm respectively, and the wheelbase is 2900 mm.

In terms of interior decoration, referring to overseas models, the new car adopts a brand-new three-frame steering wheel, equipped with HD 12.3-inch InTouch interactive display screen and dynamic instruments, the central control large screen adopts suspended design, and the air conditioning outlet adopts through-type layout. The center console adopts T-shaped area design, and each functional area is clearly divided.

In terms of power, the new car will be equipped with a 2.0T VC-Turbo turbocharged engine with a maximum power of 185kW (252 hp), matched by a 9-speed manual self-contained gearbox.

According to the data, Dongfeng Infiniti is a joint venture brand jointly funded by Infiniti and Dongfeng Motor in 2014. This year is the sixth year since Dongfeng Infiniti was founded. After Infiniti was localized, it did not develop as quickly as expected. Up to now, Dongfeng Infiniti only has Q50L and QX50 models on sale, the product update rhythm is slow, and the introduction and update speed of models lags behind other luxury brands. In the current competitive market environment, it is difficult for either the Q50L or the QX50 to stand out. Since 2016, Infiniti's sales growth has slowed significantly, with sales increasing by 3.4% year-on-year to 41,600 vehicles in 2016. From 2017 to 2019, Infiniti fell for three consecutive years, with sales of 48,400 vehicles, 47,200 vehicles and 42,300 vehicles respectively. In 2020, it fell to 25,700 vehicles due to the impact of the epidemic, down 26.66% year-on-year.

After entering 2021, Dongfeng Infiniti's market performance deteriorated further. According to the data of the Association, the sales volume of Infiniti QX50 in the first three quarters of 2021 was 6785 vehicles and that of Q50L was 1978 vehicles, that is to say, the cumulative sales volume of Dongfeng Infiniti in the first three quarters was 8763 vehicles, with an average monthly sales volume of less than 1000 vehicles.

As a luxury car brand owned by Nissan, Infiniti has low product competitiveness and brand influence in China. Take Lincoln Automobile as an example, its performance in the domestic market was also negative before, but after realizing localization in 2020, it accelerated the product layout and launched adventurer, aviator, navigator and other products for six consecutive times. Although there is still a certain gap between Lincoln Automobile and mainstream luxury brands such as Cadillac, Lexus and Volvo, its development expectation in the current market is upward. Infiniti, on the other hand, has launched only two domestic models since it became domestic in 2014, and its brand influence, product competitiveness and product service are difficult to support sales growth. After many years, Dongfeng Infiniti will launch a brand-new domestic model again, but at present, whether it is a domestic high-end brand or a traditional luxury brand, the competitive pressure in its market is huge. The domestic QX60 may be able to drive the sales volume of Dongfeng Infiniti, but if you want to save the market dilemma, unless you show more sincerity.

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