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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 boss ices plan for EV

Infiniti President Johan de Nysschen has postponed plans for an electric vehicle in order to focus on high-volume models. Automotive News reports de Nysschen is attempting to be realistic about Nissan CEO Carlos Ghosn's goal of nearly tripling Infiniti global sales from 170,000 units last year to 500,000 by March 31, 2017, saying, "500,000 cars by 2017 is an inordinately ambitious challenge." An electric vehicle would likely sell in rather small numbers.
Still, the executive is already making moves to improve Infiniti sales worldwide with new production in both China and England. Meanwhile, the company plans to unveil a new volume compact sedan set to bow in 2015. Meanwhile, de Nysschen is also working on two new models above the company's current M line. Those will borrow styling cues from machines like the Essence Concept, but will be far less exotic, tilting more toward high-performance luxury than true sports car.

Infiniti teases a new concept for the Detroit Auto Show

Infiniti is the latest company to join a steadily growing list of big reveals at the 2018 Detroit Auto Show. It just released a teaser image of a concept it will display. It looks fairly typical of Infiniti, with long flowing curves, and the company's signature grille. And of course, it will be painted white. The company revealed very little about it, not even a name. But a quote from Infiniti's Executive Design Director may shed a bit of light on the car. He talks about "more compact and less intrusive powertrains" giving freedom to design, and that this car has a "long cabin." This leads us to believe that this concept may feature some kind of alternative powertrain, perhaps hybrid or fully electric. It could even use a smaller version of Infiniti's variable compression engine. We also think that this car may have a profile akin to the Jaguar I-Pace, with a much more cab-forward look. When Jaguar revealed the I-Pace, it made a big deal about how going to electric propulsion gave them the opportunity to rethink what looks luxurious, sporty and aggressive, since there wasn't an engine at the front to require a long nose. Infiniti's design director's words sound pretty similar. We'll have more information and photos when the car is fully revealed at the 2018 Detroit Auto Show. Related Video: Image Credit: Infiniti Green Detroit Auto Show Infiniti Concept Cars