- The Infiniti Q30 Concept, which targets younger, "unconventional" buyers, was unveiled on Tuesday at the 2013 Frankfurt Auto Show.
- The Q30 Concept is described as a "design mash-up" of three different types of body styles, according to the automaker.
- Infiniti says its research "shows an increasing rejection of traditional notions toward premium cars."
The Q30 Concept is described as a "design mash-up" of three different types of body styles, according to the automaker. They are coupe, hatch and crossover, said Infiniti. The edgy concept is calculated to bring a more "muscular" look to Infiniti design in the future, and there's little doubt that the bulging Q30 looks muscle-bound.
The premium compact sedan hints at Infiniti's next move in the high-stakes chess game in this segment. The Q30 targets the 2014 Mercedes-Benz CLA-Class in terms of size and price.
"Infiniti Q30 Concept is the design precursor for Infiniti's future compact premium entry," said Infiniti in a statement. "Infiniti has previously announced plans to produce a compact model in Sunderland, United Kingdom, starting in 2015."
The production version of the Q30 Concept will be heavily influenced by the opinion of Sebastian Vettel, the three-time Formula 1 world champion and Infiniti's director of performance.
"Infiniti's forthcoming compact premium entry will be the first Infiniti model Sebastian Vettel will influence from its inception," said Infiniti.
The concept uses carbon fiber, inspired by the Infiniti Red Bull Racing RB9 Formula 1 car, in the grille and lower sill on the body sides. The concept gets violet highlighting on some of the carbon-fiber elements in what is said to be "another Infiniti design cue."
"The Q30 Concept represents a significant next step for Infiniti," said Johan de Nysschen, Infiniti president, in a statement. "The compact premium segment is crucial for our growth in markets like China and Europe and essential to meet the less conventional expectations of Gen X and Gen Y.
"Q30 Concept demonstrates how we intend to provoke the status quo with seductive product visions for a new generation of premium customers globally."
Infiniti says its research "shows an increasing rejection of traditional notions toward premium cars."
The concept's design is intended to be "horizontal, floating and sculptural," with a "strong Italian flavor" and "Latin playfulness," Infiniti said.
Unusual touches in the cabin include sculpted ceramic that is integrated into the upper front seatbacks and used to house speakers for the audio system. Generous amounts of metal are used in the cabin as well, in contrasting matte and gloss finishes.
Edmunds says: The Infiniti Q30 Concept is bound to be one of the more polarizing vehicles at the 2013 Frankfurt Auto Show, but one that underscores the company's desire to win the hearts and wallets of younger buyers.