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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.

NHTSA probing 400,000 Infiniti, Honda vehicles over steering faults

As many as 391,000 vehicles from Infiniti and Honda may eventually need to be recalled as a result of two, separately announced Preliminary Evaluations from the National Highway Traffic Safety Administration to ascertain the scope of the potential safety hazards.
The larger investigation has NHTSA looking into the 2013 Honda Accord because of 24 reports from drivers alleging total loss of power steering or a sudden increase in necessary effort to turn the vehicle. In four cases, the problem is reportedly linked to crashes, with all of them occurring at less than 30 miles per hour. According to the claims, 13 people also reported seeing a warning message during the failure. Turning off the car and restarting it would fix the issue in some cases. If a recall is necessary, it could affect an estimated 374,000 Accords.
The second investigation is much smaller in scope. The safety agency is investigating the 2008 Infiniti EX35 after two complaints of the steering wheel shaft separating, and the vehicle losing the ability to steer. Both reports allege that the steering became loose when driving and then completely failed once the vehicle was stopped. A recall for the problem would affect an estimated 17,000 vehicles. Scroll down to read NHTSA's reports on both Preliminary Evaluations.

2025 Infiniti QX80 teased with features from the QX Monograph Concept

Infiniti began talking about its brand turnaround, and how that would affect the flagship QX80 SUV, toward the end of 2022. When the automaker debuted the QX Monograph Concept at last year's Pebble Beach Concours, the QX80 didn't get a mention in the announcement. However, the Monograph's size and lines made it clear where the top line was headed, those lines given a real work to do since designers didn't lean on the crutch of chrome to cheat their way to visual interest. The production QX80 is nearly here, Infiniti ready with the first installment of a teaser campaign in the runup to the SUV's March 20 online debut. The handful of images and a silhouette at the end of the video show plenty of Monograph details will make their way to showrooms as part of the new design language called Artistry in Motion. The video is barely about the vehicle, more about the camouflage pattern best seen in the photos. Infiniti worked with Japanese digital generative artist Kaoru Tanaka to create a pattern for the wrap that's less confusing to the eye than the errant lines and swirls in typical camo, a title card telling us, "[We] believe our artistry in motion is too extraordinary to remain completely hidden."  The photos show the good stuff. The split headlights and "piano key" DRLs from the Monograph are there, so too are flush door handles, a trim identifier. a full-width taillight and a deeply sculpted rear bumper. The QX80 lives on in the fender vent, shorn of chrome, though. One of the marquee features will be a 24-speaker Klipsch audio system that Infiniti showed at CES. And if an image at the dedicated site for the new QX80 is accurate, there will be an illuminated Infiniti badge in the grille and the most ornate puddle lights on the market. Previous reports have a twin-turbo 3.6-liter V6 displacing the current 5.6-liter V8 under the hood. The V6 is expected to make about 450 horsepower, 50 more than the V8, while being more fuel efficient about it. The menu of changes will likely take the MSRP above the $80,000 mark. After the March 20 debut, the QX80 gets a public debut at the New York Auto Show. Related video: