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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 hybrid sports car coming by 2016 after all?

Infiniti makes plenty of good cars, crossovers and SUVs. The premium Japanese brand also has a well-defined presence in racing on the world's largest stage in the form of a partnership with Red Bull in Formula 1. What Infiniti doesn't have, though, is a range-topping halo car.
A report from Autocar in the UK suggests that Infiniti's gaping top-shelf hole may soon be plugged by 2016 with a new hybrid sports car along the lines of the well-received Emerg-E and Essence concepts. This report is contrary to news we heard from Autocar late last year, when company officials reportedly told the publication that a swoopy and fuel-efficient machine like the Emerg-E wouldn't be produced.
Interestingly, Infiniti is said to sense strong demand from so-called "little emperors ... who are used to getting what they want," many of whom live in Asian countries, who are also environmentally conscious. Infiniti exec Andy Palmer told Autocar to expect something "like the Tesla sports car option, but with more flexibility in terms of range."

2025 Infiniti QX60 ditches V6, gains VC-turbo

The 2025 Infiniti QX60 will ditch its long-running VQ-series V6 in favor of Infiniti's variable-compression turbo engine. There's news beyond the powertrain overhaul too as the 2025 model sees some equipment upgrades and a new Black Edition. The blackout package is not new to Infiniti, but it's a first for this QX60. Let's start under the hood.  With 268 horsepower and 286 pound-feet of torque, the VC-T four-cylinder gives up 22 horses in exchange for 16 lb-ft of torque. That's a bit of a side-grade rather than an upgrade, perhaps, but the new four-cylinder delivers better fuel economy, making the whole pill a bit easier to swallow. The FWD model will return 22 mpg city, 28 mpg highway and 24 mpg combined, the EPA says (vs. 21/26/23 with the V6) while the AWD model improves to 22 mpg city, 27 mpg highway and 24 mpg combined (from 20/25/22). That's a 10% bump in city mileage vs. the V6 — not earth-shattering, but not bad, either. And we know what you're thinking, but fear not; this doesn't mean the QX60 is now saddled with a CVT. The nine-speed auto carries over and yes, it can still pull 6,000 pounds with AWD and the tow package.  For 2025, all QX60s get a new fob with an optional automatic lock/unlock feature. The Black Edition (see the gallery above) will be available on Luxe models and includes the gloss black wheels, grille surround, roof rails and exterior badges; illuminated front and rear kickplates; "radiant" grille badge; welcome lighting and a black headliner. The base price of the Pure model is up just $550 from 2024, however the FWD variant of the Autograph has been dropped, making it $4,300 more expensive to get into the trim. However, the AWD variant only increases by $50. Here's pricing information for the entire 2025 QX60 lineup with front-wheel drive (including destination). AWD is $2,000 more on every trim but the Autograph, which bakes it in as standard equipment for 2025.  Pure: $51,550 Luxe: $58,150 Sensory: $60,450 Autograph: $67,500 Related Video:  2023 Nissan Pathfinder Rock Creek walkaround This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.