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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.

First Infiniti QX30 Concept image released ahead of Geneva Motor Show

After releasing a shadowy glimpse of the rear of the QX30 Concept a few days ago, Infiniti is finally shining some light on the premium compact crossover's backside ahead of the vehicle's full debut at the 2015 Geneva Motor Show on March 3. The QX30 is a thorough reworking of the brand's Q30 Concept from the 2013 Frankfurt Motor Show. Many of the same styling elements show up on the latest luxury crossover interpretation, but the touches are tweaked to better align with Infiniti's latest look. In addition to jacking up the ride height by 1.2 inches, the CUV gets hard creases in its sheetmetal and complicated 21-inch aluminum wheels that really grab the eye. The rear wears a contrasting dark purple stripe that separates the hatch area from the exhaust tips housed in the skid plate, and both concepts share a coupe-like proportion with the backseat door pulls hidden for a cleaner line. While not pictured, the company says the vehicle has a glass roof. Infiniti still isn't showing the aluminum-trimmed front of the concept yet, but the automaker admits that the styling on display here hints at the possibility of a future premium compact crossover, which isn't really a surprise. The company has talked about a production QX30 several times in the past. First image release of strong and stylish Infiniti QX30 Concept • Concept combines elevated crossover stance with strong coupe contours • World premiere at 2015 Geneva International Motor Show • Enhanced crossover is 30mm taller than Q30 Concept HONG KONG – Infiniti today provides the first full glimpse of the QX30 Concept, which will have its world premiere at the 2015 Geneva International Motor Show. The crossover concept hints at a future premium compact vehicle and gives a strong indication of the brand's commitment to this segment. Pushing design boundaries, the QX30 Concept combines the sleek lines of a coupe with the distinguishing features and higher stance of a crossover. Looking poised for action, yet fluid, it promises to deliver effortless capability with style. "We wanted the spontaneous fluidity of the QX30 Concept design to cut through the urban clutter and rigidity, reflecting its go-anywhere and spur-of-the-moment nature," said Alfonso Albaisa, Infiniti Executive Design Director.

2019 Infiniti QX50 starts fresh with a new face and trick engine

Last week, Infiniti rolled out the refresh of the big daddy QX80 in Dubai. At this year's Los Angeles Auto Show, the Japanese automaker is poised to reveal something that's bound to be far more mainstream: the 2019 Infiniti QX50 and its trick variable compression turbocharged engine, or VC-T. In addition to the new engine, the QX50 drops rear-wheel drive in favor of an all-new front-wheel-drive platform and gets the new ProPilot assist technology that debuted on the Nissan Leaf. The QX50 may be the headliner, but the engine is the really interesting bit. This 2.0-liter turbocharged inline-four can adjust the stroke of the pistons on the fly, varying the engine's compression from 8:1 to 14:1, and giving the new midsize crossover improved efficiency and diesel-like torque. It's rated at 268 horsepower and 280 pound-feet of torque, down 57 horses but up 14 pound-feet. Front-wheel-drive models hit 60 mph in 6.7 seconds. That drops to 6.2 seconds with all-wheel drive. Combined fuel economy is 27 mpg for front-wheel-drive QX50s and 26 mpg for all-wheel-drive variants, both up from the abysmal 20 mpg combined rating of the current model. Power is sent through a continuously variable transmission. If it's like other Nissan and Infiniti CVTs, it will be inoffensive if a bit lifeless. We've covered the details of this powertrain extensively already, but it's great to see companies giving more life to the internal combustion engine. The new platform marks a big improvement over the outgoing QX50 in terms of platform rigidity and space efficiency. Rear-wheel drive might be fun, but it's never ideal from a packaging perspective. Cargo capacity is up from 31.6 cubic-feet to 37 cubic-feet. With the seats down, the space expands to 60 cubic feet, up from 50.1 cubic feet. That's not exactly class-leading, but it's no longer among the class-worst. The 2019 QX50 will use a new type of high-tensile steel, improving torsional rigidity by 23 percent and shaving overall weight. The styling falls in line with most other Infiniti products. The outgoing model had a bit of an identity crisis, looking more like a lifted wagon than a fully-realized crossover (it was, after all, essentially a G35/G37 wagon). This new one has much more conventional SUV proportions. In fact, it looks like a 7/8-scale version of the new QX80 with a front-wheel-drive profile. That's either good news or bad news, depending on where your tastes fall.