• by Tanya Gazdik , Staff Writer, July 7, 2025

Automakers love to call new models “all-new” even when they are really just a refresh. 

But in the case of the 2026 Infiniti QX60, it's the opposite. “Refresh” seems to be a misnomer, since the vehicle feels so much better than the previous generation.

For starters, the updated ProPilot 2.1 offers one of the best hands-free freeway driving experiences available. During a recent test drive, it handled merging from one freeway interchange to another seamlessly.

No, you can’t (and shouldn’t) completely check out from driving — the system tracks your eye movements, so you'd better be looking at the road and not your phone. But for lengthy stretches of freeway, the system allows your body a chance to relax a bit while the technology keeps your vehicle firmly planted in the middle of the lane at the appropriate speed. It's a definite stress reliever. 

The 2026 model also offers the segment-first available Klipsch audio system with Individual Audio. There is no need to select a larger or more expensive vehicle to have your audiophile needs met.

Finally, available Google built-in incorporates Google Maps and more familiar apps in the dashboard, which aid in both entertainment and productivity while on the road. 

The features on the new model are both luxurious and practical — you can have it both ways. A new campaign from Publicis Q starring actor Caitlin McHugh (the wife of actor John Stamos) includes the spot “The Following” playing up some of the updates, which are leaving the competition scrambling. 

“It really talks about how the QX60 is leading in luxury,” says Shelley Pratt, Infiniti director, marketing communications and media. “We have this really dynamic green color that's different than anybody else. It stands out amongst the competition.

"The car's beautiful. The design is great. And so we wanted to lean into that, and we kind of use the inspiration of 'green with envy.' We played off the color of the car, and all of our competitive vehicles are jealous of it, and it's dynamically driving through the city. But it's really important that we always show people in our advertising.”

While the target customer remains “Claire,” a professional female who is the decision-maker in the house, research shows that the family has influence too, Pratt says. 

“So the whole family's in the car, the friends are in the car, it reflects real life,” Pratt tells Marketing Daily. “We know when you're driving around town, it's probably not just you and your kids. It might be your kids and a friend. So we try to show that visually in our creative."

The brand is also launching its biggest conquest-focused campaign ever, called “Switch Up,” also from Publicis Q, she says. Creative features the QX60 and QX80 and goes after competitors including the Cadillac Escalade, Lincoln Navigator, BMW X7 and Acura MDX.

“There's so much to be proud of,” Pratt says. “And so we really wanted to make sure that showed up in our advertising and be pretty unapologetic about how good these products are. And sometimes we're not always top-of-mind when it comes to these very full-sized luxury SUVs. So how can we stand out and show up in the luxury space in a different way? And so the whole campaign is around switching up into Infiniti. If it's from a mass brand, if it's from a competitor brand, we have tons of tech, we have tons of features, in many cases better than our competitors.”