Infiniti Q50 sedan built with exciting new technology
Print Edition
WITH the recent launch of its Q50 sports sedan in China, Infiniti is initiating a challenge to the dominance of the German players in the country’s entry-level premium car segment. In fact, the launching ceremony of the car is a challenge to authority in itself, in that five amateur racers were invited to take on four-time Formula One champion Sebastian Vettel driving the car on the racetrack.
For a car like the Q50, which is fine-tuned by Vettel personally as director of performance of Infiniti, there is probably no better way to impress potential customers than to show them what it has got on the circuit, such as its excellent maneuverability, high-tech safety features, and class-leading engine performance that put it in the same league as the German competition.
After more than 10 years of research and development, Infiniti presents the world’s first production steer-by-wire system, DAS — Direct Adaptive Steering, in the Q50 sedan, which sets a new benchmark in the level of control, precision and adaptability with advanced electronics to streamline the steering mechanism. Inspired by NASA’s fly-by-wire system for aircraft, the DAS allows independent control of the car’s tire angle and steering inputs, transmitting the driver’s intentions to the wheels faster than a mechanical system. It also reduces the need for constant subtle adjustment on uneven roads, imparting a commanding feeling while helping shield the driver from excessive road vibrations. And the best part is that the system provides previously unattainable levels of driver personalization in terms of steering effort and gear ratio.
It is a real revolutionary technology that enables quick response to drivers’ intentions and intelligent road surface feedback communication, said Dr Daniel Kirchert, managing director of Infiniti China. “I believe more products and even the whole industry will steer toward that direction.”
Infiniti likes to look far into the future. Scoring the highest, 5-star, overall safety rating by the US National Highway Traffic Safety Administration, the Q50 also boasts two of the world’s first safety features: the Predictive Forward Collision Warning system, which can increase drivers’ awareness of potential risks beyond their view, as well as the Active Lane Control system, which can sense unintended lane drift and help put the car back into the center of the travel lane.
Of course, the biggest excitement of the car comes with the roar of the engine. The Q50 will be available with three class-leading power options, which include the acclaimed 3.7-liter VQ37HR capable of taking the car from a standstill to 100km/h in 5.3 seconds, the 3.5-liter hybrid system with a fuel consumption level of just 7.2L per 100km, and the 2.0 turbo to propel the first Chinese-made Infiniti model later this year following the trend of downsizing engines.
“We haven’t been here for long. It takes time for consumers to get to know the products and the brand. And Infiniti has found itself a clear market positioning,” said Kirchert. Being a challenger brand gives it a perfect chance to reach out to aspirational shoppers. And to reinforce that emotional resonance, Infiniti is setting itself apart from mechanically cool German competitors with Gan Ai as its new communication concept, meaning “dare and love.”
“The target customers of Q50 are those who like to challenge themselves,” said Kirchert. “The new technologies and challenging spirit of the Q50 represent the dare part while the safety shield and other humanistic features embody the love.”
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