Concept cars come in three varieties, Infiniti’s PR chief told me at Geneva Motor Show 2011.
There are the truly mad cars, the production-ready model discussed with mad alloys and bright metallics… and the genuine press and public testbeds, used for assessing reaction to future opportunities.
The Infiniti Etherea that debuted at Geneva Motor Show 2011 is the latter: a toe in the water for how Infiniti’s 2013 Renault-Nissan Alliance-based front-drive compact hatch will be received.
It’s much more than a simple far-out concept, though. See, until now, Infiniti’s styling ideals have been based around either SUV-crossover style machines, or rear-drive saloons/coupes/convertibles. Making a front-wheel drive car calls for a different interpretation of this rear-drive-biased styling genealogy.
This reinterpretation has led to the look of the Etherea. Take the side feature line, I was told, that starts at the bonnet and stretches right back to the rear doors, where it dips sharply down. This is to take the visual centre of gravity of the car right back, giving the impression of rear-drive.
This also makes the Etherea appear larger than it actually is. It’s the same size as an Audi A3, but seems much larger. 15mm extra in ride height probably helps here: it’s also another reason why Infiniti doesn’t actually categorise the Etherea. It’s a blend of premium hatch, sports coupe, crossover, saloon, SUV, you name it. The beauty of concepts: you can do this sort of stuff.
Infiniti trademarks such as the headlight signature and crescent-shaped C-pillar appear, ensuring the family genes are there for the purpose of lineage. But other hatchback conventions such as a centre console have disappeared: as it’s front-drive, it doesn’t necessarily need one, as there is minimal central transmission tunnel. Why not set some new rules while you’re doing something your brand has never done before?
Whether the production car will be this advanced remains to be seen: chances are, though, it will be – Infiniti has ambitious growth plans and will be planning on a standout premium hatch to help drive this.
Throw in petrol and diesel engines from Daimler, as part of the new partnership signed last year, and you’ve the makings of something well set to take on the Audi A3 its dimensions are modelled on.
Public reaction? Remains to be seen – but reaction from this press man is more than positive…
+ The famous Alfa Romeo Giulietta
+ MG insight ensures insurance advantage
