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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.

Formula 1 seeking independent engine supplier

Formula 1 could get a new engine supplier in the near future, if Bernie Ecclestone and the independent teams gets their way. According to Autosport, the FIA is soon to open the contract up for bids, and there are already several manufacturers that have expressed interest. Currently Mercedes, Ferrari, Renault, and Honda supply engines – both to their own premier teams (Red Bull and McLaren for the latter two) but also to other teams like Williams, Sauber, and Toro Rosso. Because the new turbocharged V6 hybrid power units cost those four suppliers so much to develop, they're charging their customer teams big bucks – around $20-30 million per season – to provide the engines. These costs are much higher than the $10 million or so it used to cost to purchase a V8 engine under the previous regulations. Ecclestone figures it's time to bring in another supplier who will not run their own team and not play favorites, but will supply engines to private teams at a lower cost. There are already a number of potential suppliers under consideration. One of them is said to be Cosworth, which has a long history in the series stretching back to 1963. The British firm stepped back between 2007 and 2009, returned in 2010, and dropped out again after 2013. The development could be of particular benefit to Red Bull, which has been unable to find an engine supplier and could be forced out of the series as a result. The team has long been powered by Renault, but that relationship has grown sour. And the other three engine manufacturers have not been forthcoming in offering an alternative arrangement for the team. Related Video: News Source: AutosportImage Credit: Cosworth Motorsports Ferrari Honda Infiniti McLaren Mercedes-Benz Renault F1 engine contract

2016 Infiniti QX50 First Drive [w/video]

One crucial change to the 2016 Infiniti QX50 (formerly known as the EX35) may have just made the company's smallest crossover suddenly relevant. So how does one add appeal to an eight-year-old model, without any significant cosmetic or powertrain updates? By addressing its biggest flaw head-on: size. For the 2016 model year, Infiniti has stretched the QX50's wheelbase by 3.2 inches, and the crossover is now 4.5 inches longer overall. In addition to a roomier cabin – 8.3 cubic feet more to be exact – there's one number that sticks out above all else: four more inches of knee- and leg-room in the back seats. Like scoring an exit-row seat on your flight, the extra space may be just enough to change the experience. So how can the upmarket Japanese automaker justify costly changes to the platform when it's only moving 250 of these vehicles in the US per month? Americans can thank the Chinese for that. As in the US, sales of small crossovers are quickly rising in China – a country where being chauffeured is more common for those of means – and rear-seat passengers who can pay for a driver don't want to feel like they're sitting in the penalty box. The platform-sharing economics work, and in this case, everyone stands to benefit. Pricing is reduced by $500 from last year, with the rear-wheel-drive 2016 QX50 now starting at $35,445 after delivery. Infiniti says it considers the Acura RDX and Lexus NX as the QX50's direct competition, but it's worth noting that both of those competing models sell more in just one month than Infiniti's smallest crossover sold all of last year. The QX50 isn't likely to reach its competitor's levels anytime soon, but Infiniti hopes the roomier iteration will pique shopper interest. To help that cause, the 2016 model gets a few light cosmetic touches too. Up front it receives a new grille that's more in line with the brand's current design language, new LED fog and daytime running lights, new door mirrors with LED turn signals, revised side sills, and a new rear bumper. Beyond aesthetics, pricing is reduced by $500 from last year, with the rear-wheel-drive 2016 QX50 now starting at $35,445 after delivery. The all-wheel-drive version adds another $1,400 to that price. All models get more standard equipment, including a power moonroof, heated front seats, and the new LED accents. Inside the cabin, things look much as they did when the crossover first debuted as the EX35, back in 2007.