2008 Infiniti Fx35 Base Sport Utility 4-door 3.5l on 2040-cars

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Infiniti moves to trademark Eau Rouge

With Formula One taking to Belgium and the famous Spa-Francorchamps circuit this weekend - boasting a reputation as one of the most beautiful courses on the calendar - all eyes will likely be on the tricky Eau Rouge corner, which challenges drivers' high-speed car control over a rolling, tree-lined hill. Infiniti played on the turn's iconic legacy for its ruby red Q50 Eau Rouge concept, and now the brand hopes to trademark the famous racing name so it can keep using it for a potential production version.
In January, the company filed for a trademark on Eau Rouge for "Automobiles and their structural parts; Fuel cell automobiles and their structural parts; Concept cars" with the US Patent and Trademark Office. According to Bloomberg, the application is still under consideration and not yet a guarantee. It's possible that the track could attempt to block the automaker from earning rights to the name. Alternatively, a trademark lawyer tells Bloomberg that the two of them could also strike a deal where Infiniti would pay a small amount for each car sold bearing the title, which could give Spa a bit of extra money in the bank.
Regardless of the name, a vehicle like the Eau Rouge is something enthusiasts have been wanting for years. It combines a modified, 560-horsepower version of the engine from the Nissan GT-R into a four-door sedan covered in aggressive, carbon fiber aerodynamic parts.

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-Red Bull Racing will seek a fourth title with the RB9 [w/video]

This is the car and the team that everyone wants to dethrone. The stability of this year's regulations means that the Infiniti Red Bull RB9 is a seriously honed RB8; however, that's a situation probably no other team would complain about seeing that the RB8 recovered from early stumbles and reliability issues last year to carry Sebastian Vettel to a third consecutive driver's title and the team to a third consecutive constructor's trophy.
The most noteworthy revisions to the car are the partial vanity panel that omits the driver cooling slot, the even narrower rear end - a feature of just about every car launched so far - and purple sidepods to showcase new title sponsor Infiniti. Adrian Newey, perhaps the most feared designer on the pit lane, said the nose and front wing could be changed relatively easily throughout the season, but he wanted to make sure to get the middle of the car - everything from the sidepods, back - as good as possible since they're more difficult to re-engineer. His track record leads us to believe he did just that.
Below are two videos, one of the making of the RB9, the other the launch at team headquarters in Milton Keynes.