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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 keeps us on our toes for Q50 Eau Rouge

If you've been watching the evolving rapprochement between Infiniti and Red Bull Racing, and have wondered what the point was if the Japanese automaker didn't capitalize on its expensive collaboration with the world-champion Formula One team, then Infiniti may finally have the answer come the Detroit Auto Show next month.
That's where Nissan's premium division is set to unveil the Q50 Eau Rouge concept, a show car set to showcase its F1 involvement in the form of a jazzed-up sports sedan. We still don't have much to go on in terms of what the concept car will actually entail beyond a body kit, but Infiniti has launched a dedicated website for the reveal and with it, this teaser video. It still doesn't tell us much, but it's a cool animation just the same, so check it out below.

Infiniti and Steph Curry team up for hilarious 'ugliest car ever' prank

Stephen Curry, the famous Golden State Warriors basketball player, and Infiniti just pulled an epic and cringeworthy prank on Curry's friend COSeezy. In case you hadn’t noticed the commercials, Curry is a brand ambassador for Infiniti, so heÂ’s pretty tight with the Japanese luxury brand. The MVP invited his friend over to help him shoot a commercial for a mysterious new Infiniti concept car that Curry “helped design.” COSeezy was there to react to what would surely be an incredible piece of machinery. What Curry ended up showing him was a GO-4. You may have seen one of these crawling along city streets doing the odd job or two, and thereÂ’s absolutely nothing glorious about them. Curry dressed this particular GO-4 out with one hell of a body kit in an attempt to fool COSeezy into thinking it was a fancy new concept car. And he succeeded. Take a gander at the footage and have a laugh for yourself — things get rather awkward and embarrassing for COSeezy as the video goes on. But hey, thatÂ’s what pranks are for. In case you were wondering, the luxurious GO-4 features a 1.0-liter three-cylinder engine that puts out 66 horsepower. It has a four-speed automatic transmission and achieves a claimed 45 mpg. The vehicle looks ridiculous, though, and thatÂ’s pretty much all that matters here. Infiniti did pull an actual concept car out of a nearby garage after they let COSeezy know it was a prank. They had the QX Inspiration Concept on hand — itÂ’s the crossover Infiniti showed at the Detroit Auto Show this year.