Infiniti Delays 100,000 Annual Sales Target in United States to 2030

According to foreign media reports, at a recent Infiniti brand national dealer meeting in the United States, Tiago Castro, the new head of Infiniti Americas, predicted that the brand's annual sales in the U.S. market would not exceed 100,000 units until 2030. In 2023, Craig Keeys, then president of Infiniti Americas, had predicted that the goal of 100,000 annual sales could be achieved by 2025.

This more conservative growth forecast reflects intensified market competition, tightened budgets, and Nissan’s adjustments to its ambitious electrification expansion plans in response to sluggish demand for electric vehicles.

Image Source: Infiniti

Infiniti expects its sales in the United States to reach 50,000 units this fiscal year, a 13% decrease from the previous fiscal year. In April this year, due to the Trump administration's tariff policies, the brand ceased production of two compact crossover models manufactured in Mexico for the U.S. market (these two models faced a 25% import tariff), resulting in its U.S. product lineup being halved.

However, Infiniti officially expects that with the launch of the two-row QX65 crossover, the brand's sales will increase by 30% next year. This model will be the first of four new models Infiniti plans to introduce before 2030, with the remaining models including a compact hybrid crossover.

According to data from the Automotive News Research & Data Center, Infiniti's sales in the United States have dropped by more than half from 2019 to 2024. The sluggish sales have put the brand's dealers in a difficult position, with dealer profits in 2024 falling to their lowest level in 15 years.

According to relevant financial documents, as of the end of last year, the average sales return rate of Infiniti dealers was only 0.1%. However, by the second half of 2025, the financial situation of Infiniti dealers has shown initial signs of recovery.

At the meeting, Infiniti stated that as of July this year, the average profitability of its dealers had increased by $300,000 compared to the same period last year. Data shows that in July, Infiniti dealers had an average sales return rate of 0.9%, while the average sales return rate for dealers in the luxury car market exceeded 3%.

Tiago Castro said in an interview with Automotive News, "We are still some distance from our expected goals, but we are making progress."