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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 takes to Facebook to explain model names, mentions 550-hp flagship

Infiniti caused quite a stir this week when it announced that it would be changing its vehicle names so that all of its cars start with Q and all of its crossovers and SUVs start with QX. Many displeased fans and owners took to social media to voice their opinions, and Johan de Nysschen, the new Infiniti boss, responded today with a Facebook post of his own.
In the note, de Nysschen talks about the challenge of product expansions with alphanumeric names that allow for flexibility without encroaching on the trademarked names of other automakers, although we're sure de Nysschen's former colleagues at Audi aren't looking forward to a Q30 or Q50. He also says that as Infiniti grows to become a global brand, the new naming structure - which closely mimics Volvo - is also designed to reduce confusion (just don't tell that to current owners). One thing that de Nysschen assured wouldn't happen is a confusing "X" added to the end of all-wheel-drive model names that would result in names like the Q60X or, even worse, the QX50X.
While we are not looking forward to relearning Infiniti's product lineup, de Nysschen has given us something to look forward to courtesy of a new performance sedan. From the brief explanation of this car, which was used as a key example in explaining the validity of the new names, we learned that the new model will be a performance version of what is now the M sedan, and it will be powered by a "charged induction" 3.0-liter V6 producing more than 550 horsepower. The M's name will become the Q70, but as of right now, it isn't clear if this will be an IPL model or something else.

Listen to the 2020 Infiniti Q60 Red Sport 400's screaming exhaust

The best thing about the 2020 Infiniti Q60 Red Sport 400 is its engine. That 3.0-liter twin-turbo V6 makes one of the better noises in the automotive landscape on its way to the 6,800 rpm redline. It makes 400 horsepower and 350 pound-feet of torque, and the engine feels every bit that strong. Peak power is made at a high 6,400 rpm, so it feels linear all the way up to that point. There’s no mistaking this for a naturally aspirated engine with the lag off the line, but once itÂ’s up and running, thereÂ’s no obvious fading of power in the higher rpms. As for the sound Â… itÂ’s also pretty spectacular. We took the Q60 out to some of our favorite deserted backroads and let it rip with a GoPro attached to the bumper. This particular Q60 Red Sport 400 is fitted with a more aggressive exhaust from Infiniti. ItÂ’s an axle-back exhaust, aptly named the “Axle-Back Sport Exhaust Kit.” Infiniti sells the exhaust on its official online parts store — thereÂ’s one available for the Q60 and another for the Q50. ItÂ’s currently listed for $707 and is backed by the original factory warranty. Buy it from the store, and then have the dealer fit it to your new (or old) car. WeÂ’ve driven Infinitis with this engine that donÂ’t have the sport exhaust installed, and theyÂ’re nowhere near as loud. And after driving one with the exhaust, itÂ’s safe to say the factory exhaust is a bit too quiet for our tastes. Starting the cold engine up in the morning is much more satisfying. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. And under load this exhaust sounds fantastic, too. In the cabin we hear loud intake whooshes, and on the outside we get to hear its screaming yowl. ThereÂ’s enough sound deadening in the cabin to make it refined and luxurious on light throttle applications, but the exhaustÂ’s sound doesnÂ’t ever disappear. A bit of drone sneaks in on the highway, but if you turn up the decent-sounding Bose audio system, it fades away. More cars could use legitimately aggressive exhausts like this one. Manufacturers continue to pump fake audio into the cabin over the speakers, but itÂ’s not as authentic as something like this. All thatÂ’s missing are bangs and pops on shifts, but we can live without them. Each downshift is delightful, and the overrun is music to our ears. Related video: