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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 previews modified Q50 Red Sport 400 for SEMA

Infiniti sports sedans are having a bit of a renaissance these days thanks the dirt cheap prices of high mileage G35s and G37s. As such, it's a good a time as any for Infiniti to introduce an aspirational vehicle in the same lineage: a Q50 Red Sport 400 built for the 2023 SEMA Show. The Q50 is probably not a car you've given much thought about in recent years, as it's been hanging around largely unchanged since its introduction in 2014. Infiniti hasn't had a presence at SEMA for most of that time either. This year, the luxury brand has cooked up a Q50 Red Sport 400 loaded with aftermarket accessories for the Vegas extravaganza. The car was built to showcase products from the Infiniti Performance line accessories, which includes suspension bits like upper control arms, rear traction rods, endlinks and more. There's also performance brake pads and a cat-back exhaust with the Infiniti logo etched into the tip. The Q50 show car also adds more coolant into the cooling system with a thicker radiator, a billet-aluminum expansion tank and an auxiliary intercooler tank. Naturally, there's a cold-air intake too. The build was done in part with Mobil 1, who has filled the 400-horsepower twin-turbo 3.0-liter V6 with 0w-20 synthetic.  The most desirable parts of all might be the four lightweight Nismo LM-RS1 wheels. Measuring 19 inches in diameter and 9.5 inches in width, they are available in black, gray, or bronze. The purpose of all this, Infiniti says, is to let owners of the Q50 and Q60 (and older G37s and G35s) know that the company offers a line of parts for customization. It's not the first time Infiniti has tried something like this. Anyone remember the short-lived Infiniti Performance Line (IPL) from 2010? Infiniti's commitment to performance has always seemed half-hearted. Maybe this time it'll stick around for a bit longer.

2022 Infiniti Q50 adds standard features, drops base trim

The 2022 Infiniti Q50 is nearly unchanged for the new model year. The only really substantial changes are a couple new interior features. Apple CarPlay can now be used wirelessly, and is standard along with wired Android Auto compatibility. Your streamed tunes also play through a standard Bose 16-speaker sound system. Additionally, all Q50 models come with real leather upholstery, power memory seats and power tilting and telescoping steering column. The trim line-up also gets a tweak. The base Pure trim has been eliminated, leaving just three trim levels: Luxe, Sensory and Red Sport 400. Engine and drivetrain options are the same, with the standard engine being a twin-turbo 3.0-liter V6 making 300 horsepower. The Red Sport 400 gets a 400-horsepower version of the engine along with brake and suspension upgrades. Both engines use a seven-speed automatic transmission and can be paired with rear- or all-wheel drive. With the loss of the Pure trim, the base price has naturally jumped. The new starting point is the $43,125 Luxe, which is also $300 more than last year's Luxe. The Sensory starts at $48,825, and the Red Sport 400 starts at $56,975, each trim costing $100 more than last year. The 2022 Q50 models will arrive at dealers this month. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Featured Gallery 2022 Infiniti Q50 View 12 Photos Infiniti Luxury Sedan