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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 QX Sport Inspiration Concept fits perfectly in the QX50's shoes

If there was any doubt about whether the Infiniti QX Sport Inspiration Concept is a preview of the next QX50, the official details presented at the 2016 Beijing Motor Show should erase them. The concept is smaller – a lot smaller – than the last QX70. And despite a recent update to the QX50, the brand's midsize crossover is due for a new model. We're basing that statement on dimensions. The QX Sport Inspiration Concept rides on a 110.2-inch wheelbase, and is 181.1 inches long, 74.8 inches wide, and 65 inches high. The last QX50, meanwhile, rides on a 113.4-inch wheelbase, and is 186.8 inches long, 71.0 inches wide, and 62.7 inches high. Ignore the different lengths – the concept's front and rear overhangs are remarkably short and aren't likely to translate to production – but the wheelbase, width, and most importantly the height, present a footprint that's remarkably similar to the QX50. Combine that with our assessment of the QX Sport Inspiration Concept's styling, and it's a virtual certainty that we're looking at the QX50's successor. As we said yesterday, the high beltline, tight greenhouse, long hood, and aggressive headlights are all trademarks of both the QX50 and QX70. Infiniti didn't say what kind of engine is under this concept car's hood (if there even is one – it might just be an engineless shell), but we're almost certain it's something performance-oriented. That would prove true if and when a new production QX50 is unleashed. We're betting the company will opt for the increasingly familiar setup of the new 3.0-liter, twin-turbocharged V6, a seven-speed automatic transmission, and all-wheel drive, like what you can get on the Q50 Red Sport 400 and new Q60. With 300- and 400-horsepower versions of this engine available, it could signal an introduction of a two-tier QX50 lineup. We're getting ahead of ourselves, of course. The QX Sport is still only a concept, but Infiniti's latest information dump at the 2016 Beijing Motor Show serves as even stronger evidence that its CUV lineup will grow back to four vehicles sooner rather than later. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Infiniti QX Sport Inspiration Concept previewed ahead of Beijing debut

Infiniti's exterior design has been on point lately. The Q50, QX30, and especially the new Q60 Coupe are among the best looking vehicles in their respective segments. The company's designers even managed to make the homely QX60 look good. And now, those same stylists have issued their official preview of the successor to the QX50. It's called the QX Sport Inspiration Concept and will make its official debut tomorrow at the 2016 Beijing Motor Show. It's not hard to look at this stylish concept and imagine the second-generation QX50, formerly known as the EX. The proportions are just right, for one. The rear overhang is perilously short and the rear glass is raked aggressively – both work with the squat greenhouse and powerful hood to cut a sporty silhouette. The QX Sport Concept's headlights are better looking than the current model's, but still provide a menacing scowl as they flank the trademark Infniti grille. We like the large, air-curtain-style vents behind the front wheels, too; they're a more aggressive, functional take on the current QX70's side vents. The QX Sport's cabin is bisected by a high transmission tunnel, emulating the cockpit-like layout of the current model. And like in that car, this driver-focused layout demands driver-focused interfaces, like the flat-bottomed steering wheel and aggressive, single-piece bucket seats. We wouldn't count on that last item making the production shortlist, though. We'll have more on the QX Sport Inspiration Concept when it debuts tomorrow evening. Stay tuned. Related Video: