The covers have come off the Infiniti Q30 Concept in Frankfurt, and the study offers a view of the design direction the brand is taking for a premium compact offering it hopes to bring into the marketplace in three years time. The automaker previously announced plans to produce a compact model in its UK plant in Sunderland in 2015.

Virtually no tech details on the Q30, the whole approach in this case looking like it’s aimed at highlighting the styling aspect of the lavender-themed showcar, which rides on 20-inch wheels. The company says the vehicle, which borrows design cues from the automaker’s Essence, Etherea and EMERG-E concept trilogy, incorporates a unique blend of features blending elements of a coupe, a hatch and a crossover.

The Q30 Concept, the automaker states, has been designed to appeal to younger customers who are less likely to follow tradition and convention. Infiniti says that by the end of this decade, Gen X and Gen Y will represent 80% of buyers in the premium segment, and it’s looking at offering more contemporary interpretations for these buyers.

Under Infiniti’s new naming convention, the ‘Q30′ moniker indicates that the resulting series production offering will be smaller than and priced below the Infiniti Q50 compact exec – the Q30 definitely has its sights aimed at the likes of the BMW 1 Series, Audi A3 and Mercedes-Benz A-Class.