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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.

Plug In America asks Georgia to not reverse EV incentives

Like Ray Charles, Plug In America's Michael Thwaite has Georgia on his mind. Thwaite is putting out the call on behalf of the electric-vehicle advocacy group to get people to stop the state's plug-in vehicle incentives from going the way of Atlanta Flames. And he's using math that may or may not be funny. Thwaite's public enemy Number One is Chuck Martin (R-Alpharetta), who's pushing legislation (specifically, House Bill 122) to wipe out the $5,000 tax credit (one of the highest among US states). Martin is also said to have more than 60 state legislators backing him up. Thwaite says that the money is well spent, since each electric vehicle keeps more than $2,200 from being spent outside the state by getting folks to charge up through local utilities instead of paying for gas imported from those darned oil-rich nations. Last year, Martin proposed a bill (HB 257) that would cap incentive-generating EVs in the state at about 2,000 units a year, but state legislators ran out of time before taking a vote on it, so the issue got tabled for another year. And that year is almost up. The issue is far from academic, since Atlanta remains a city that generates some of the highest Nissan Leaf sales in the country – largely because of those state incentives. Check out Mr. Thwaite's note below. Don't Let Georgia State Incentives for Electric Vehicles Disappear The state of Georgia has enjoyed tremendous support for electric vehicle adoption from its legislators, but that is at risk. Georgia legislators need to hear your voice in favor of electric car incentives. Chuck Martin (R-Alpharetta) is introducing legislation (House Bill 122) to eliminate the state electric vehicle tax credits of $5,000. He has already amassed more that 60 legislators to support the bill. We need you to let them know that the public supports EVs! Georgia has become a beacon for electric vehicle sales. The tax credit has helped make Georgia the national leader in Nissan LEAF sales, an electric car built here in the US. Please take a moment to complete the action below to ensure that your representative hears your voice to maintain the EV incentives and defeat this bill. Georgia's Public Service Commission member Tim Echols argued passionately for keeping the credits. Aside from the environmental benefits and the positive message sent to millennials about the importance of moving away from polluting fossil fuels, he makes a powerful economic argument.

Submit your questions for Autoblog Podcast #305 LIVE featuring Matt Edmonds of the Tire Rack!

We record Episode #305 of the Autoblog Podcast tonight, and we'll be joined by Matt Edmonds of podcast sponsor The Tire Rack, so drop us your questions and comments via the Q&A module below, especially if they have to do with tires and wheels! 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.
Discussion Topics for Autoblog Podcast Episode #305
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