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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 a new... something

Sometimes we get a teaser image and accompanying statement where we can at least surmise what the automaker is up to. This is not one of those times.
The automaker, in this case, is Infiniti, and the teaser image shows only a grille with a similar shape to what you'd find on most of the company's products, albeit with a curvier mesh. Which isn't much to go on, really, and the accompanying statement (which you can read below in its forty-word entirety) doesn't give us much more. All it says is that the vehicle in question - which we'll wager is a concept car instead of a production debut - has "style and substance" embodied in a "vision... on a scale not seen before" from Infiniti.
Given the French peppered into the release and the encroaching chronological proximity of the Paris Motor Show, we'd guess that's where Infiniti will reveal this latest but of inspiration, but just what form it will take is still a mystery.

2019 Infiniti QX50 vs. compact luxury SUV rivals: How they compare

With apologies to the EX35, or whatever it was eventually renamed, Infiniti has been without a proper, competitive entry in the compact luxury SUV segment. You know, the segment that's growing faster in sales and entries than any other? To say the 2019 Infiniti QX50 is long awaited would therefore be an understatement. At first glance and drive, the new QX50 would indeed seem to be wildly more competitive than its predecessor, which come to think of it, was eventually called the QX50 as well. This one is based on an all-new front-wheel-drive platform, and although it lacks the inherent verve of the old, rear-drive- and 370Z-based one, the resulting increase in cabin space should be a welcome tradeoff. In fact, as you'll see below, the QX50 has gone from one of the smallest compact SUVs to the most spacious. How does it stack up in every other way? Say, against the segment's four best-selling entries last year: the 2018 Lexus NX 300, 2018 Acura RDX, 2018 Audi Q5 and 2018 BMW X3. On paper at least, really well as it turns out. Let's go to the spreadsheet! Discover and compare other luxury crossovers with our Car Finder and Compare tools. Comparing engines, drivetrains and transmissions With the exception of the Acura, all of the contenders come with 2.0-liter turbocharged four-cylinder engines. As you can see, the Infiniti is the heavyweight amongst the four-bangers, boasting the most horsepower and torque. The Acura V6 nips it by 11 hp, but the QX50 is still the overall torque champ. Plus, as we documented in the QX50 first drive, the Infiniti's new VC-Turbo engine is also the most technologically advanced. The Lexus is the wimp of the group and is also the second-heaviest, which isn't exactly the ideal scenario. The Infiniti is the only one in the group to feature a continuously variable transmission. That's not going to generate much applause around here. The BMW tops the gear count with eight, while the Audi is the only entry with a dual-clutch automated manual. The Acura and Lexus have only six gears, but they're good transmissions and it's not like their fuel economy is off the pace. The Audi and BMW come standard with all-wheel drive, while the others offer a choice of front- or all-wheel drive. Comparing cargo and interior space The new front-wheel-drive platform is paying dividends inside for the 2019 QX50, as it now boasts the most maximum cargo space at 65.1 cubic feet.