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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 Q60 to pack upwards of 400 horsepower

Infiniti turned heads when it unveiled the Q60 Concept at the Detroit Auto Show last month. While the concept coupe was revealed with a new 3.0-liter twin-turbo V6, the Japanese luxury automaker didn't indicate how much power it would produce. But now we may have our first indication. Speaking with an unidentified source at Infiniti during the Canadian International Auto Show in Toronto, AutoGuide reports that the production Q60 will arrive late in 2016 and pack at least 400 horsepower. A higher-output version of the same engine, however, could produce as much as 450 hp. That would still be significantly less than the Q50 Eau Rouge, which packed the larger 3.8-liter twin-turbo V6 from the Nissan GT-R with 560 hp. It would put it right on pace with the likes of the BMW M4 (with 425 hp) and perhaps more importantly, the Lexus RC F (with 450 hp). Related Video:

Infiniti QX Monograph Concept debuts at Pebble Beach looking large

The Infiniti QX Monograph Concept is here, and it sure presents like a veiled look at the next Infiniti QX80 SUV to us. Now, Infiniti didn’t make any allusions to the QX80 in its announcement at Pebble Beach, but the full-size dimensions and general shape tell us pretty much everything we need to know. This reveal is also a continuation of InfinitiÂ’s “Monograph” line of concept cars with the most recent one being the QX60 Monograph. That concept previewed what would become the production QX60, suggesting that this next Monograph concept will do the same for the larger QX80. As for the details of this particular design concept, Infiniti went into great detail about all its elements. Starting up front, the grille is meant to evoke a bamboo forest with its gentle arcing lines surrounding the new Infiniti logo. Meanwhile, the black finish and surround hint at the power found behind it — Infiniti didnÂ’t say what this concept is powered by, but we fully expect the next QX80 to have a gasoline engine situated under the hood. Flanking the grille are the lights that Infiniti says feature its “digital piano key” design and both “welcome” and “farewell” animation sequences. Since the headlights and DRLs are separated, Infiniti went ahead with that intricate “piano key” look for the DRLs to create a distinct signature. They wrap from the grille to around the side of the front bumper in an attempt to emphasize the width and height of the QX Monograph. You really get a sense of the QX MonographÂ’s size from its side profile. It has a vast monotone greenhouse that visually separates itself from the body by being painted entirely in black. The minimalist styling Infiniti says it used for this vehicle is best seen from this angle. It has electric door handles that pop in and out to create an uninterrupted look all the way down the side of the SUV. Meanwhile, the massive wheels bring some visual pizazz to the whole package. TheyÂ’re machine-finished wheels with both black and red accents arcing through, and Infiniti says its design inspiration for them was wind turbines. And on the topic of paint, Infiniti says it developed a new hue called Akane for this concept. ItÂ’s difficult to tell in photos, but the six-layer paint glows in the sun in an attempt to mimic “a warm glowing red sunset as it transitions into a dark night sky.” Of course, in most conditions, itÂ’ll likely just look gray.