DETROIT — Infiniti is keeping a low profile as it launches the redesigned QX50, even though the compact crossover is one of the brand's most significant vehicles in years.
Infiniti is trying to avoid drawing attention to the product's source — a new $1 billion factory in Mexico — in light of the political mood of the Trump administration, which has been critical of Mexican imports. At the same time, Infiniti has promised its U.S. dealers that it will keep QX50 inventories lean, even as it fans flames to sell the vehicle.
Marketing for the QX50 will erupt in March during the NCAA men's basketball tournament, traditionally a big time for Infiniti advertising. Infiniti expects the redesigned crossover to be its top selling U.S. vehicle.
"It's going to be really big for us," said Randy Parker, vice president of Infiniti Americas.
But Infiniti dealers have urged the brand not to crank up production volume in Mexico faster than the market can absorb the vehicle.
"Our dealers really want us to take our time in getting this car to market," Parker told Automotive News during the Detroit auto show. "On one hand, they want us to bring it to market as quickly as possible. But on the other hand, they want to make sure that we keep the supply very, very tight so we don't flood all the dealers with the car at once.
"Last year saw huge swings in supply," he said, referring to the U.S. industry as a whole. "We don't want to do that with this car. So we'll have a strong discipline about it."
Having a North American production source for the QX50 speeds orders and communications between retailers and factory.
Three years ago, Infiniti partnered with Daimler to spend $1 billion to build the plant in Aguascalientes, Mexico. Infiniti never said what vehicle it planned to build there.
The plant in December began producing the QX50, the crossover's first redesign since it came to market in 2007 as a Japanese import called the EX.
But over the past year, automakers have been criticized by President Donald Trump for investing in Mexico to produce vehicles for sale in the U.S.
Christian Meunier, global vice president in charge of Infiniti's worldwide sales, said last week that the new Aguascalientes plant will produce a second model but he declined to identify it.
The company last week said it will begin taking pre-reservations for the QX50 this month. The program will run until late February.
Last year, Infiniti sold 16,857 QX50s, down 0.7 percent from the year before.
"The QX50 is going to be huge," Parker said. "We were doing OK, but the D segment in SUVs is huge and we've only been getting about 2 percent of it."
