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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.

Nissan to make 85% of the vehicles it sells here in US

We could be in for a big push from Nissan in the manufacturing realm if Vice President of US Sales and Marketing Fred Diaz has anything to say about it. Speaking to the Automotive Press Association recently, Diaz (above) expressed a desire to build some 85 percent of the vehicles Nissan sells to Americans in the US, claiming it will happen "in the very near future." Nissan has already moved to increase exports of its US-built products, and in 2013, it built just over 76 percent of the models it sold in this market within our country's borders.
"Any issues of us taking advantage of the value of the yen, we want to dispel that," Diaz told reporters, pointing out the contentious issue of currency manipulation. There's also the obvious goal of positive PR - Americans like things made in America, and they like companies that invest in America. Diaz is quick to point out that Nissan had done just that: "While a lot of people retrenched [during the recession], instead we leaned into it and we continued investing and in fact made over $5 billion in investments, bringing a lot of production from Japan to the United States and to Mexico," Diaz said, pointing out that Nissan has helped create 8,000 jobs through its investments.
Nissan runs three factories in the US, two in Tennessee and one in Mississippi. Between the three, production is up 22 percent, while the overall exports from the facilities have increased by 100,000 units, Diaz told reporters.

Nissan VP suggests next Z will offer multiple engines

Roel de Vries, the corporate vice president and global head of marketing and brand strategy for Nissan, told Australia's CarAdvice that as far as he's concerned, any engine in the 370Z "[needs] to deliver on what the car stands for and if the 370Z stands for real performance and real driving I think it doesn't need a V6 to do that." At first read, it could look like de Vries is softening us up for a next-generation Z that doesn't come with a V6, a move that would disappoint a lot of the coupe's fans. Or, what if de Vries was actually getting us ready for a Z with multiple engine options, instead of only a V6, in order to expand its global appeal? That appeared to be the gist of his comments, the exec saying that they couldn't sell a V6-engined Z in Europe, but even if they offer a four-cylinder there, the V6 could live on because, "why should we give it up?" With the coupe's current name a factor of the 3.7-liter displacement of it's V6, though, what is the future for a car with several engine options? Said de Vries, "We [will] definitely keep the Z name, but when we did 350 to 370 it was because of the capacity, but who says the next-generation doesn't have three engines and its not just called Z?" This kind of talk has been going on all year, the real question being how many engines will the car get and what's the endgame. At the beginning of the year, ex product chief Andy Palmer said the car codenamed Z35 would use a "downsized four-cylinder turbocharged engine." In August, Motor Trend reported that the next Z would offer "a mixture of smaller but powerful engines," including a hybrid, but that a V6 would remain the headliner. Two weeks later, MT said that Nissan wanted to transition customers from the naturally aspirated V6 to a turbocharged four-cylinder with the same power, eventually, but would begin with both on the menu. Parallel to that are Shiro Nakamura's out-loud musings about how to merge the next Z and the IDx concepts into "a more affordable, more approachable sports car." The answers, whatever they are, will be a big deal for the brand.