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Infiniti rolls out new badge, brand experience — even a brand scent

Infiniti kicked off a brand refresh Thursday, showing off a new logo (and corresponding changes to its physical emblems), dealership aesthetic and what brand representatives described as elements of its "multisensory experience." Do you know what Infiniti is supposed to smell like? Well, you're about to learn.  The alterations to the logo are subtle from dead on, but as you can see from our featured image above, its physical form is far more intricate and three-dimensional. This is the fourth generation of Infiniti's signature since the brand was launched in 1989. Yep — Nissan's upscale division is 35 years old this year. Can you believe that? The most significant visual difference is the alterations to the "road" in the center of the logo. Infiniti says this was done to emphasize the notion that the road is endless — infinite, if you will. The clipped point represents the horizon. The physical badges will be illuminated, "boldly" announcing the car's arrival.  "Our aim was to subtly evolve the INFINITI logo in support of the bright new chapter that lays ahead," said Alfonso Albaisa, Infiniti SVP of global design. "Adding greater emphasis to the point where the infinite road intersects with the horizon, we are showcasing our steadfast commitment to always look forward to the future and to new horizons." The new badge will also be accompanied by a new signature scent and signature sound. The former is a blend of Japanese cypress, cedar and yuzu. The sound "creates a sense of anticipation by marrying powerful musical elements with more serene sounds to deliver a harmonious balance" and will be employed in marketing materials, advertising, dealership experiences and other consumer-facing assets.  A new architectural and interior design direction accompanies the update. The aesthetics are based on the Japanese concept of Ma — "a philosophy that considers the space between things," Infiniti said. The result looks modern, sophisticated and convincingly upscale, reminding us of a cross between a Volvo and Mercedes-Benz showroom. Not a terrible place to be.  Infiniti's new look rolls out today across its digital spaces.

Infiniti teases November debut of new QX55 crossover-coupe

Infiniti will officially unveil its new QX55 crossover-coupe via social media on Nov. 11, Nissan's luxury subsidiary announced early Wednesday. Infiniti is calling it a return to the segment which the company helped pioneer when it launched the FX crossover back in 2002.  "With a roofline and visual elements inspired by the iconic Infiniti FX, the QX55’s provocative design will fuse the stance and versatility of a premium midsize crossover with the sleek profile of a sports coupe," Infiniti's announcement said. "Beyond its provocative looks, the QX55 will also feature innovative technologies designed to empower, engage and connect luxury customers to the road ahead." The announcement was accompanied by the above teaser image, which depicts the QX55's tapered liftgate. It's quite a bit more conservative than the previously released design sketch suggested, but certainly looks the part.  The QX55 is one of five new vehicles Infiniti plans to launch in the next three years. It was first teased last August during Monterey Car Week. While Infiniti has been leaning heavily on the heritage of the original FX (which later became the QX70) since releasing that first design sketch, the QX55 will actually have little in common with its spiritual ancestor. While they may share fastback SUV looks, the QX55 will be based on the QX50 — a modern, front-wheel-drive crossover with small, efficient engines. The FX was derived from Infiniti's sport sedans and coupes, and even boasted a V8 option for much of its existence. Production of the new crossover-coupe was slated to begin in June, but was reportedly pushed back due to complications at its production facility in Aguascalientes, Mexico. The facility is a joint-venture project between Mercedes-Benz parent company Daimler and Nissan, and produces several other front- and all-wheel-drive vehicles for both companies.  Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.    

2017 Infiniti Q60 3.0t Sport starts at $49,205

Infiniti announced pricing Wednesday for the 2017 Q60 3.0t Sport. The 300-horsepower Q60 3.0t Sport starts at $49,204, while the all-wheel-drive variant starts at $51,205. The new models slot snugly in between the Q60 3.0t Premium AWD and the Q60 Red Sport 400. The Q60 3.0t Sport's price isn't the only thing that makes it the middle child, as the 3.0-liter twin-turbo V6's output is in the middle, as well. The base Q60 2.0t is fitted with a turbocharged inline-four that generates 208 horsepower, while the range-topping Q60 Red Sport 400's 3.0-liter twin-turbo V6 puts out 400 horsepower. The Q60 3.0t Sport makes an even 300 horsepower, not enough to crowd the Q60 Red Sport, but a large increase over the inline-four motor. In terms of features, the Q60 3.0t Sport trims gets a lot of the same components as the high-end models, including the sport brakes, Dynamic Digital Suspension, 19-inch aluminum alloy wheels, carbon-fiber trim on the inside, and more. The two models will go on sale next month and bring the total of available Q60 models up to 10. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Related Video: