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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.

Submit your questions for Autoblog Podcast #344 LIVE!

We're set to record Autoblog Podcast #344 tonight, joined by Doug DeMuro, author of Plays With Cars, formerly of Porsche Cars North America, and all-around swell guy. You can drop us your questions and comments via our Q&A module below, and we'll give them extra-diligent attention. Subscribe to the Autoblog Podcast in iTunes if you haven't already done so, and if you want to take it all in live, tune in to our UStream (audio only) channel at 10:00 PM Eastern tonight.
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2022 Infiniti QX60's new transmission helps improve towing capacity

Though it hasn't been fully revealed yet, we have reason to believe the 2022 Infiniti QX60 will be a big improvement over the outgoing model. The concept has more confident and elegant styling, and the company has announced that the unloved CVT will go away in favor of a more conventional nine-speed automatic. We're expecting that transmission to be more pleasant in daily driving, but it also has had the bonus of letting Infiniti get more towing capacity out of the crossover. The new maximum trailer weight for the QX60 is 6,000 pounds, an improvement of 1,000 pounds over the old model. That makes the QX60 one of the best options for the trailer set in its class, outperforming the Acura MDX, Buick Enclave, Cadillac XT6, Lexus RX and Volvo XC90. The only three-row luxury crossover in the price and performance segment to beat it is the Lincoln Aviator, which offers 6,700 pounds. The QX60 will be fully revealed later this year. The company has also announced that it picks up a bit of horsepower over the previous model. Pricing will probably be similar to the current model which starts around $45,000. Related Video: