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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.

Join Autoblog editors for a full video tour of the 2019 Detroit Auto Show

The 2019 North American International Auto Show might have been a little more quiet than past years, but there were still some pretty major reveals, including the Toyota Supra, new Ford Explorer, Shelby GT500, Subaru WRX STI S209 and Kia Telluride. We also saw some lovely concepts like the Nissan IMs and Lexus LC Convertible. Senior Editor Alex Kierstein, Consumer Editor Jeremy Korzeniewski and Senior Green Editor John Beltz Snyder join me, Associate Editor Reese Counts — with Social Media Manager Michael Dylan Ferrara behind the camera — on a long walk through the show. We discuss cars, poke around the stands, dress a bloody wound and answer your questions in the Facebook comments. For more Detroit coverage, you can check out Autoblog's picks for the best in show, listen to our podcast or look at the best images from all the reveals. Finally, don't forget to watch Editor-in-Chief Greg Migliore hand over our 2019 Technology of the Year award. Related Video: Green Detroit Auto Show Acura Cadillac Chevrolet Ford GM Hyundai Infiniti Kia Lexus Nissan RAM Subaru Toyota Volkswagen Truck Convertible Coupe Crossover Hatchback Minivan/Van SUV Videos Sedan facebook 2019 detroit auto show live

Eau Rouge Lite: Infiniti Q50 gets 400-hp, twin-turbo V6

The Infiniti Q50 Eau Rouge is still (probably) dead. But as consolation prizes go, a new 400-horsepower, twin-turbocharged V6 isn't bad. The 3.0-liter biturbo will be offered in two different states of tune. Enthusiasts will flock towards the aforementioned 400-hp model, but the first VR series engine will also be sold in a 300-hp version, as well. Regardless of output, both engines have a very broad torque curve, ranging from 1,600 to 5,200 rpm with either 350 or 295 pound-feet. A Mercedes-sourced, 2.0-liter, turbocharged four-cylinder will serve as the Q50's new base engine, matching the CLA250's 208 hp and 258 lb-ft of torque. The hybrid powered Q50 soldiers on, as do a line of standard seven-speed automatic transmissions. The naturally aspirated 3.7-liter V6 appears to be gone. Another big enhancement for the updated Q50 is a revised version of the widely disliked Direct Adaptive Steer system. Infiniti says its engineers "optimized the control logic to improve feedback from the road" – a huge area of complaint with the current steer-by-wire system. The Q50's new engine lineup will be showrooms later this winter. Read on for the official press release from Infiniti, and stay tuned for more from the brand – including the new Q60 Coupe – at the upcoming Detroit Auto Show. Related Video: Infiniti Announces New 3.0-liter V6 Twin-Turbo Engine – the Most Advanced V6 Ever Offered by Infiniti • New VR-series engine becomes the lightest, most powerful, cleanest and most fuel-efficient V6 engine that Infiniti has ever offered• Two power outputs available: 400 or 300 horsepower• Series of technical innovations enhance drivability and performance• Compact layout features new integrated exhaust manifold• The 3.0-liter V6 twin-turbo engine family will first be available in the 2016 Infiniti Q50 sports sedan NASHVILLE (Dec. 15, 2015) – Infiniti's new compact, lightweight 3.0-liter V6 twin-turbo engine is the most advanced V6 engine that the brand has ever offered, striking an ideal balance between drivability, efficiency, and performance. The 3.0-liter V6 twin-turbo is an all-new engine from the new and exclusive VR- series powertrain family, born out of the brand's longstanding heritage of V6 powertrain production. The new engine has been engineered to empower the driver and offer increased power and torque and higher levels of efficiency than any comparable predecessors from the company.