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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 the next generation QX80 SUV

Our latest teaser ahead of the New York Auto Show comes to us from Infiniti. The company didn't reveal anything more than a name, the QX80 Monograph, and the single picture seen above. However, we can determine a few things from this tidbit of information. First, Infiniti is teasing a vehicle that will represent the upcoming successor to the current QX80 SUV, albeit in concept form. Second, the SUV is going to see a fairly significant redesign. The headlights are now lined up with the top half of the grille rather than the bottom, and the tops of the fenders are higher. This provides a more aggressive, square-shouldered appearance. The lower vents and front spoiler look more aggressive, too. The SUV will be fully revealed on April 11 in time for the New York Auto Show, as will more details about the vehicle. At that point we should know if this is a completely new vehicle, or a substantial refresh of the current Nissan Patrol-based SUV. Related Video:

2014 Infiniti QX60 Hybrid

Infiniti launched its seven-passenger JX crossover for the 2013 model year with the automaker's familiar 3.5-liter V6 as standard equipment. For 2014, the model was renamed the QX60, and a new variant packing a gasoline-electric hybrid powertrain joined the lineup. (For those interested in the family lineage, the new arrival is a mechanical twin to the Nissan Pathfinder Hybrid, which we took for a Quick Spin last year).
Hidden beneath the hood of the QX60 Hybrid is a supercharged, 2.5-liter inline four-cylinder engine, rated at 230 horsepower and 243 pound-feet of torque. The combustion engine is supplemented by a 15-kilowatt electric motor, fed by a small lithium-ion battery back (hidden under the rear cargo floor), which adds 20 hp and 29 lb-ft of torque to the mix. Added up, Infiniti rates the total system power at 250 hp and 243 lb-ft - numbers that fall just short of its combustion sibling (the 3.5-liter V6 in the QX60 is rated at 265 horsepower and 248 pound-feet of torque). The only gearbox is a continuously variable transmission that drives either the front or all four wheels, depending on what the buyer specs.
The 2014 QX60 Hybrid AWD starts at $46,500 (the green model commands a $3,000 premium over the gas-only model). A long list of factory options such as Roof Rails ($495), Theater package ($1,700), Deluxe Technology package ($6,050), illuminated kick plates ($440) and a Hybrid Premium package ($4,600) bumped our as-tested price to a healthy $60,780, including $995 for destination.