For over 35 years, INFINITI (the luxury automotive brand owned by Nissan) has been bringing modern style, innovative technology, and nature-inspired elements into its lineup of models.

After getting an exclusive first look (and a test drive) of the 2025 INFINITI QX80 in Napa Valley last year, I knew the brand was on the verge of a remarkable transformation. Sleek, substantial, and technologically advanced, the QX80 signaled the dawn of INFINITI’s bold new era, one that redefines modern luxury through a seamless fusion of emotion, confidence, and innovation. As no surprise, the QX80 earned recognition as “Best-In-Class Premium Full-Size SUV” in the 2025 New England Motor Press Association (NEMPA) Winter Vehicle Awards.

To put it simply: INFINITI has had a major “glow up” over the past few years, and from what I’ve seen, I believe the brand is entering its most exciting, trend-setting era yet.

This August, during Monterey Car Week, INFINITI continued its style evolution with the debut of the QX65 Monograph, a concept that captures the brand’s renewed sense of creative courage and design leadership. With its sporty and chic silhouette, luminous details, and sculpted presence, the QX65 Monograph hints at the next chapter for the marque; one that builds upon its pioneering spirit while embracing a future of elevated sophistication.

Backed by strong leadership, a revitalized design philosophy, and marketing campaigns that celebrate bold individuality, INFINITI’s momentum is clear. According to the brand’s recent Q3 2025 U.S. sales report, INFINITI is seeing growth across key models, including its strongest first-half performance ever for the all-new QX80 and continued leadership from the QX60.

To better understand this exciting evolution, I spoke with three of INFINITI’s top executives: Alfonso Albaisa, Senior Vice President of Global Design (pictured below left); Shelley Pratt, Head of Marketing for INFINITI USA; and Tiago Castro, Vice President of INFINITI Americas, to discuss the brand’s new design direction, its fearless marketing voice, and its accelerating path forward.

Designing Emotion in Motion: Alfonso Albaisa, Senior Vice President, Global Design

Christina-Lauren Pollack: The new INFINITI QX65 Monograph makes a striking first impression, exuding sophistication and magnetism. Which styling details best embody the fearless, forward-looking aesthetic shaping INFINITI’s new design direction?

Alfonso Albaisa: When we created the QX65 Monograph, we were inspired by the daring spirit that first defined INFINITI with the FX. That same passion lives here — in the confident stance, the taut surfacing, and the way the body carries both strength and grace. The deep shoulder line and flowing silhouette project motion even at rest, while the dramatic illumination gives it a magnetic presence. These details capture the emotional, forward-looking language that will define INFINITI design.

CLP: Among the eye-catching details, the Twilight satin paint was a true showstopper, subtly shifting hues as light danced across the surface. What inspired your team to choose this finish? And, do you envision satin paints making their way into production models?

AA: Twilight satin was chosen because it amplifies the artistry of the surfaces – revealing light and shadow in unexpected ways. It’s not just a color, it’s a mood – mysterious, powerful, and alive. While satin finishes are often reserved for concept studies, we’re always exploring how to bring this level of richness and depth into production, because our clients deserve designs that stir the senses every day.

CLP: Looking at the concept car as a whole (from design to performance to technology), what aspects personally excite you the most, and why?

AA: What excites me most is how the QX65 Monograph connects emotion and innovation. From the precision of its proportions to the seamless integration of advanced lighting and technology, it carries the fearless DNA of the FX while reimagining it for tomorrow. It’s a bold promise of what’s to come – and for me, it’s the passion behind that promise that inspires.

His perspective underscores the emotional core of INFINITI’s renewed design philosophy, one that moves beyond aesthetics to evoke feeling, purpose, and connection. From the QX80’s sculpted strength to the QX65 Monograph’s fluid silhouette, INFINITI’s design direction embodies a balance of artistry and audacity, redefining what it means to move through the world with grace and confidence.

Marketing the New Luxury Mindset: Shelley Pratt, Head of Marketing, INFINITI USA

Christina-Lauren Pollack: At Pebble Beach, we talked about INFINITI’s design language stepping into an assertive, brave, and bold new era. How is your marketing strategy shifting gears to amplify that same sense of empowered confidence and dynamism?

Shelley Pratt: We’re matching bold design with bold storytelling. Unapologetic in who we are, thoughtful in how we serve our clients, and confident in how we show up in the marketplace. From high-profile media like live sports to head-to-head conquesting in our “Switch Up” campaign, we’re not playing it safe. Our creative is memorable, disruptive, and true to who we are – giving clients permission to choose the bold alternative to standard luxury. Just as our vehicles exude luxury and presence, our marketing carries that same empowered energy… celebrating both our products and the remarkable clients who choose INFINITI.

In this era of hyper-personalized marketing and emotionally driven brands, INFINITI’s approach stands out for its authenticity and confidence. The messaging aligns perfectly with the design evolution: modern, self-assured, and evocative. By championing individuality and storytelling that resonates with aspirational clients, the brand’s campaigns convey a renewed sense of vitality and vision.

Driving Momentum Forward: Tiago Castro, Vice President, INFINITI Americas

Christina-Lauren Pollack: Now that you’re in the driver’s seat of INFINITI Americas, how are you steering the company toward greater momentum and sales velocity in this next chapter of growth?

Tiago Castro: Driving INFINITI forward is about clarity and decisive action. We’re building momentum by aligning every aspect of the brand – from design and product to marketing and client experience – around what luxury clients value most. The all-new QX65 is the next step in expanding our presence in a fast-growing segment, and each year we’ll introduce a new product to strengthen our portfolio.

Growth isn’t just about launches. It’s about creating emotional connections, simplifying the client journey, and delivering a compelling, differentiated luxury experience that resonates with clients today and builds loyalty for the future. The early results are encouraging: the all-new QX80 achieved its strongest first-half performance ever, and QX60 continues to be the brand’s volume leader, growing year over year. That momentum proves our approach is working, and we’re accelerating with focus, intention, and speed.

His remarks reflect the precision and discipline behind INFINITI’s strategy – one that pairs visionary creativity with operational excellence. The results speak for themselves: a brand reenergized by design, storytelling, and leadership that’s attuned to what modern luxury drivers truly desire.

The Road Ahead: Emotion, Innovation, and a Confident Future

INFINITI’s design and marketing teams are united by a shared mission: to rekindle the fearless energy that once set the brand apart, while translating it for a new generation of clients who expect more than performance or prestige. They seek meaning, connection, and self-expression.

From the QX80, which embodies a refined yet commanding presence, to the QX65 Monograph, which dares to reinterpret sport-luxury elegance for a new era, INFINITI’s evolution is tangible, both aesthetically and strategically. Each new model, campaign, and leadership decision reflects a deeper alignment of art and purpose. The brand’s trajectory feels less like a reinvention and more like a return to its essence: emotional, human-centric, and boldly future-facing.

As I reflect on my experiences with INFINITI over the past few years, from the winding roads of Napa Valley to the world stage of Pebble Beach, one thing is certain: the brand’s renewed vision is as magnetic as the vehicles themselves. Elegant yet daring, serene yet strong, INFINITI’s next chapter isn’t just about cars. It’s about confidence in motion, and a promise that the best is yet to come.