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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 looking to expand UK plant to build Infiniti Q30

With the Infiniti Q30 concept heading to the Frankfurt Motor Show next month and a future premium compact model heading into production at Nissan's Sunderland UK assembly plant, just connecting the dots tells us this new small Infiniti is headed for UK production. Backing this up, Reuters is reporting that Nissan is looking to expand the Sunderland plant by 25,000 square feet, while Automotive News Europe takes it a step further by almost confirming that the Q30 will be built alongside the Nissan Qashqai and Note.
The reports say that Sunderland is already the UK's biggest automotive plant, but the expansion will make it even larger with production capacity expected to rise from the current 500,000 units built each year to more than 550,000. There is no indication if the expansion will bring more jobs to the plant, which already employs around 6,000 people.

2022 Infiniti QX55 First Drive Review | A gorgeous value

Looking at the luxury crossover market, you can probably guess that there’s a clear demand for fastback variants. All the German automakers offer multiple coupe-like crossovers. The rest of the industry hasn't been so sure, including Infiniti, which didn't originally plan to offer a rakish version of its QX50. Yet here is the 2022 Infiniti QX55, and it's the direct result of customer demand. The people wanted it, so Infiniti brought it.   The company didnÂ’t just stop with the low, curvy roofline, though. The front fascia features a wavy, almost sculptural grille, a deeper chin spoiler and crisp black accents around the outboard grilles. The rear gets wider taillights with pronounced LED segments and a diffuser between the tailpipes. The license plate has been moved to the bumper, too, so that you get a big Infiniti badge and proud brand lettering across the hatch. On top of that, every QX55 gets big 20-inch wheels. These detail changes, plus the new roof make this not only a much more attractive-looking iteration of the QX50 but also arguably the best-looking crossover “coupe” in the segment. InfinitiÂ’s flowing design language naturally complements the QX55Â’s shape, and it looks almost like it was designed to be this way in the first place, whereas competitorÂ’s SUV coupes tend to look like afterthoughts. Mechanically, the QX55 is nearly identical to its boxier QX50 sibling. The only main distinctions are that the QX55 comes with all-wheel drive as standard, and the new body actually improved chassis rigidity by 10%. The engine is the same turbocharged, variable-compression 2.0-liter four-cylinder from the QX50 making the same 268 horsepower and 280 pound-feet of torque. Fuel economy is also identical at 22 mpg city, 28 mpg highway and 25 mpg combined. Power goes through a CVT, which again, is basically the same as the QX50Â’s. ItÂ’s not the smoothest engine in the segment, but itÂ’s a responsive and playful one, delivering great low-end torque. The CVT is smooth and reacts quickly to acceleration demands. It has a manual mode that works decently, too, but you never have full manual control. So you might as well let it do things automatically, which is no bad thing. As for the ride and handling, the QX55, even with its extra rigidity, feels just like the QX50. It has a soft, plush ride and an extremely quiet cabin befitting a luxury car. But when itÂ’s time to corner, itÂ’s deeply disappointing. ThereÂ’s lots of body roll and understeer.