This is not a puzzle or a research study, but it definitely could be. Here are three similar looking sedans built on a single platform, each can be upgraded with options like leather, navigation, or trim packages.  However, based on their respective prices and power ratings, most buyers would find themselves making a decision between only two: left or right.  

Unfortunately, instead of a brain teaser we are looking at mismanaged product/brand development on the part of Nissan.  Rolling over the image reveals the all new 2009 Nissan Maxima caught in the middle, a car that has spent the last decade transforming from “oldest son” to “middle child”.  Nissan needs to treat their fleet less like porridge and more like milk.  Cars are most appealing when they are hot or cold, lukewarm isn’t usually very exciting.  

However, having been recently redesigned by the same company that gifted the world the 2008 GT-R, the Maxima is not a shoddy offering, it has just lost its way.  How?

The short answer is the third generation Nissan Altima.  Redesigned before its big brother, the Altima was equipped with an optional 3.5L engine and adorned with more interior space than the then-current Maxima.  The 2002 Altima was also a turning point in Nissan design, its smoother lines and larger vertical proportions seemed ultra modern in comparison to the compressed Maxima.  Consequently, the growth of the Altima in power, amenities, size, and popularity left little room for Nissan’s flagship to grow above it and little buyers willing to wait.

This has also been more recently coupled with the success of Infiniti’s G series, where 3k extra can transform a Maxima buyer into luxury owner.  Although the current G35 sedan only has 16 extra horsepower, it will most likely be the next beneficiary (along with the 370Z) of the new 3.7L engine in the G37 coupe, bumping its output 30hp and bumping the Maxima further out of the game.

Solution?  Smarter differentiation.  Add the Infiniti M to our lineup and you have something similar to Accord, TSX, TL, RL.  Not necessarily a more desirable lineup, but it feels a little less crowded.  The last time Infiniti underwent a brand audit the objective was to relaunch as legitimate luxury.  Nissan and Infiniti should now undergo a joint brand review focusing on how the two can build, share, and differentiate collectively as separate but interrelated brands.  To start, Nissan design should be on the same floor as Infiniti design, and any remaining cubicle walls should be relocated to the dumpster.  But don’t bug the engineers, they’re doing alright.