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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.

2021 Infiniti QX80 gets simultaneously more and less expensive

Infiniti has released pricing for the 2021 QX80, and the brand's range-topping SUV sails into the new model year with revisions to its trim lineup and minor equipment changes. The starting price of the QX80 rises, but the asking price for the fanciest version is lower for 2021. The entry-level QX80 is again the Luxe, and in rear-wheel-drive form, it starts at $70,445 (with $1,395 destination) or $73,545 with all-wheel drive. Both figures represent an increase of $2,300 over 2020. A new middle-level trim is the Premium Select, and it steps in for last year's Edition 30 model, featuring that version's dark-chrome exterior accents and 22-inch wheels. Prices for the QX80 Premium Select are $74,745 (RWD) and $77,845 (AWD), which are $3,100 more than last year. For those with a hankering for the very finest of QX80s, however, the news is better. In place of last year's Limited, the new range-topper is the Sensory, which includes Infiniti's Hydraulic Body Motion Control System. The Sensory is $81,595 with rear-wheel drive and $84,695 with AWD. And while that's not cheap, it's some $8,000 less than what Infiniti was asking for the 2020 Limited. The big tech news for 2021 is the Infiniti's rear camera mirror has higher resolution and a larger viewing surface. Previously standard on the top trim, it's now included on all models. Last year saw the arrival of larger display screens in the dash and the instrument cluster. No changes are on hand in the engine room, where the QX80 continues to be motivated by Nissan's 5.6-liter V8 that makes 400 horsepower and 413 lb-ft of torque, dispatched by a 7-speed automatic transmission. The 2021 Infiniti QX80 is on sale now. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.    

Production Infiniti QX50 will mostly look like the concept

At this year's Detroit auto show, we got a look at the nearly production-ready Infiniti QX50 concept. Now we get our first look at how close to production the concept was, thanks to new spy photos. The overall shape remains very similar to that of the curvy concept. However, the greenhouse looks taller with more glass. While it isn't quite as low and aggressive-looking, we're sure drivers will appreciate the small compromise for better visibility. At the front, there are more changes that are a little less subtle. The grille looks a bit smaller all around, and even looks a tad lower than the concept. The headlights also don't stretch as far back, and they aren't as narrow either. In the front bumper, the two side scoops of the concept have been significantly toned down, and now look like more traditional grilles that follow the shape of the bumper. The lower grille is more open with just a mesh insert instead of the concept's skidplate-style chrome bar. Moving to the back, we find the taillights look nearly identical to the concept's. They're very long and narrow, and they connect into a metal crease that looks a bit like a spoiler. It looks as the though the faux skidplate treatment on the rear bumper will also make it to production, but the integrated exhaust tips have given way to more conventional round tips in bumper cutouts. It also may have lost the concept's air vents on each side of the hatch. Though they may have also just been toned down enough that they don't show through the camouflage. When the QX50 hits dealers, it will be available with Infiniti's fascinating variable compression four-cylinder making 268 horsepower. The crossover will also feature a version of Nissan's ProPilot semi-autonomous technology, which has been implemented in the Nissan Serena minivan in Japan. We expect to see the fully revealed production model very soon, possibly by the end of the year. Related Video: