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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 Pebble Beach retro concept is a '50s-inspired electric grand prix car

Infiniti will debut a retro-inspired race car at next week's Pebble Beach Concours d'Elegance that combines the style of classic grand prix open-wheel cars with modern design elements and powertrains. The car should fit right in at Pebble Beach alongside all the vintage machinery from the early days of motorsports. Simply dubbed the Infiniti retro prototype, it is Infiniti's idea of what could have been. Basically, the Japanese automaker imagined that it found a car hidden away for 70 years in southern Japan. They took that old look and married it with the brand's "Powerful Elegance" design language. We only have a couple of photos, but it looks like a sleek silver bullet with narrow-section bias-ply tires. We'll have to wait until next week to see the entire thing, but this teaser has us excited. As expected with any modern concept, the retro prototype eschews an awesome multi-carb gasoline engine in favor of Infiniti's EV technology. It's unclear if the car actually runs, but we'd all love to see this put some laps down at nearby Mazda Raceway Laguna Seca. Related Video:

Leopard walks in, shuts down a Mercedes-Benz plant

In recent months the auto industry has seen plant closures due to a host of reasons — parts shortages, recalls, natural disasters, and even a once-in-a-lifetime pandemic. Now it can add to that list the threat of an invading leopard. A Mercedes-Benz factory in Pune, India, was forced to halt production for a few hours when a wayward jungle cat wandered into the facility, When the 3-year-old male leopard was spotted inside the manufacturing unit of the factory, it caused a panic among workers, according to a release by rescue organization Wildlife SOS discovered by The Drive. The site was shut down for about six hours as a Wildlife SOS rapid response team from the Manikdoh Leopard Rescue Centre and the State Forest Department safely removed the curious cat. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The team's veterinary officers Dr. Nikhil Bangar and Dr. Shubham Patil carried out the rescue operation, tranquilizing the feline and loading it into a wildlife carrier. The rescue took about four hours, and Wildlife SOS reports that neither the creature nor any workers sustained injuries. The leopard was released back into the wild.  No one is quite sure how it got onto the factory grounds, but Wildlife SOS says that the forests in the surrounding region have one of the highest densities of leopards in the world. It's also suffering from rapid deforestation. That encroachment by humans has led to a decrease in the leopard's natural prey as well, so wildlife experts think it may have been looking for food.  The Mercedes plant builds the Maybach S 560, S-Class, E-Class Long Wheelbase, C-Class, CLA, GLA, GLE and GLS for the Indian market.  We have a different theory. We believe that the cat was seeking to set the record straight with Mercedes. When the S 65 AMG debuted, Mercedes claimed it featured the world's first Road Surface Scan technology to detect pavement undulations and adjust suspension damping accordingly. The only problem with that claim: Nissan had the technology some 30 years earlier in several mid-80s models, including the Maxima and Japan's version of the Infiniti M30, which was called — you guessed it — the Leopard.