Marketing for the QX50 will erupt in March during the NCAA men's basketball tournament, traditionally a big time for Infiniti advertising. Infiniti expects the redesigned crossover to be its top selling U.S. vehicle.
"It's going to be really big for us," said Randy Parker, vice president of Infiniti Americas.
But Infiniti dealers have urged the brand not to crank up production volume in Mexico faster than the market can absorb the vehicle.
"Our dealers really want us to take our time in getting this car to market," Parker told Automotive News during the Detroit auto show. "On one hand, they want us to bring it to market as quickly as possible. But on the other hand, they want to make sure that we keep the supply very, very tight so we don't flood all the dealers with the car at once.
"Last year saw huge swings in supply," he said, referring to the U.S. industry as a whole. "We don't want to do that with this car. So we'll have a strong discipline about it."
Having a North American production source for the QX50 speeds orders and communications between retailers and factory.
Three years ago, Infiniti partnered with Daimler to spend $1 billion to build the plant in Aguascalientes, Mexico. Infiniti never said what vehicle it planned to build there.
The plant in December began producing the QX50, the crossover's first redesign since it came to market in 2007 as a Japanese import called the EX.