Infiniti-Acura rivalry intensifies in three-row luxury crossover segment

Article by Anita Panait, on April 3, 2012

The market for three-row luxury crossovers is slowly turning into a sales battleground between Infiniti and Acura, both owned by rival Japanese car manufacturers. Acura, owned by Honda, is determined to strengthen its dominating foothold in the three-row luxury crossover segment with its MDX model, despite being challenged by other carmakers like Audi with its Q7 vehicle.

In March, Acura accelerated its marketing campaign for the MDX by placing advertisements across the United States, offering its three-row luxury crossover model in a 36-month lease with zero down. The company posted an eight-percent decline in year-on-year sales for the first two months of 2012, selling only 6,444 MDXs. Infiniti, meanwhile, started rolling out its JX three-row luxury crossover at the same time. Infiniti, owned by Nissan, hopes to instantly capture a share of the market segment by selling the JX at a price lower than the Acura MDX and Audi Q7.

According to Infiniti officials, a popularly equipped JX will have a price of $46,350, compared to a similarly equipped MDX that has a tag of $47,490. Both prices include shipping. Sean McNamara, Infiniti's senior manager of product planning, sees the opportunity in the three-row luxury crossover segment but admits that the company has not been a player until recently. To attract buyers for the JX, Infiniti is intensively marketing the JX in a television commercial, especially during the NCAA’s March Madness basketball tournament. 

Infiniti executives expects to produce JX in large volume, en route to making the model as the brand’s second-biggest seller after the G-series sedan, which has been 4,000 to 6,000 units a month.Reigning over all Japanese luxury crossovers in terms of sales is the Lexus RX, outselling the MDX. McNamara said that the Infiniti JX also plans to capture some of RX’s customers, and the brand’s only advantage is that the Lexus does not have a luxury crossover that comes with third row of seats.

According to McNamara, the third row is critical for a large demographic of luxury buyers who are seeking a crossover. Infiniti’s advertising campaign for the JX will focus on the model’s design, which boasts of providing relative ease of getting in and out of the third row, while offering comfort on both the second and third rows.

There is no doubt that the Infiniti JX has an exterior that is striking, to say the least. Aside from this, it manages to establish new benchmarks as it relates to friendliness and space. It also has that distinct flexibility. For example, the second row seat allows almost six inches of movement. This means that the cargo space and the legroom in the middle of the second and the third rows can be adjusted as needed.

With knee room and headroom good enough for children or adults, the third row is like what you would expect from a standard crossover. There is another surprise when it comes to how the second and third row have been designed. Since the second row seat has a long forward slide and combined with the wide opening for the door, it ensures easy access to the third row seats.

In many crossovers, one issue that the second row seats have is that they typically have to be removed in order for a child seat to be put in or removed in this area. For the JX however, the second row seat has its very own forward movement function.

With these features, it makes it easier to put in the child seat in the second row while making sure that access to the 3rd row is not limited. Both the second row and the third row seats allow for a split fold with the front offering 60/40 and the latter at 50/50. Both also recline, increasing comfort for the passengers.

The interior of the Infiniti JX is not just about practical innovations as it has boasts fine craftsmanship and an overt elegance. Other important design features include the signature cockpit that is now more driver-focused.

It also comes with the thin chrome accents. The choices for the different colors on the interior ensure harmony. Leather appointments include Graphite, Java, or Wheat, with the brand offering the Maple or Kasane Washi trim accents.

The instrument panel comes with a wave-like shape. Highlighting it is the Intelligent-View display that is in the center meter cluster. This is combined with the 7-inch color display for the vehicle information and the Fine Vision electroluminescent gauges which are not only large but also very easy to read.

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