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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.

2014 Infiniti Q50 priced from $36,450*

With the 2014 Infiniti Q50 going on sale this summer, Infiniti has finally released pricing for its all-new and newly named sedan. In base form, the Q50 will start at $36,450 (*including $905 for destination and handling), which represents a drop of $900 compared to the current G37 Sedan.
In standard form, the Q50 is available in base, Premium and Sport trim levels with each offering the option of all-wheel drive for an additional $1,800. All gas-only Q50s come with the automaker's excellent 3.7-liter V6 engine, but stepping over to the Q50 Hybrid gets you a smaller 3.5-liter V6 paired with an electric motor. The Q50 Hybrid, which is available in Premium and Sport trim levels only, will begin at $43,700 for a rear-wheel-drive Sport model.
Potential buyers who preorder and ultimately purchase a Q50 during the unspecified "program period" will also get a free iPad mini. Scroll down for the official press release breaking down all trim levels and price points.

Production Infiniti QX30 coming to LA Auto Show

Infiniti showed its QX30 small crossover in concept form at this year's Geneva Motor Show, and now, we've got confirmation that the production car will debut in Los Angeles. But this is just one of some 30 global reveals that will take place at the LA Auto Show this November. The QX30 will be a higher-riding version of the new Q30 hatchback that we'll see in Frankfurt later this month. And since the Q30 shares a lot of its underpinnings with the Mercedes-Benz A-Class, we can probably expect the QX30 to be a sort of Infinitized GLA-Class. Just picture a lifted version of the production Q30 we've already seen in teaser shots. In addition to 30 global debuts, the LA Auto Show will host 20 North American reveals, including the Jaguar F-Pace, Kia Sportage, and Bentley Bentayga that will initially be shown in Frankfurt. The only other LA show global reveal we know about right now is the 2016 Hyundai Elantra. Still, there will no doubt be a lot to talk about come November, with Alfa Romeo, BMW, Bentley, Fiat, Ford, General Motors, Honda, Jaguar Land Rover, Mazda, Mercedes-Benz, Mini, Mitsubishi, Nissan, Porsche, Subaru, and Volkswagen all confirming that they'll have something to show in Los Angeles. Naturally, we'll be on site with our usual obsessive auto show coverage. Related Video: THIRTY WORLD DEBUTS CONFIRMED FOR 2015 LOS ANGELES AUTO SHOW 50 total reveals expected and will be streamed live by CNET from the show floor LOS ANGELES, CA (September 2, 2015) – The Los Angeles Auto Show (LA Auto Show®) announced today that 30 world debuts, totaling 50 vehicle unveilings overall, will be introduced in front of media, analysts and automotive industry executives during its Press & Trade Days, November 17-19, 2015. Almost every manufacturer will be making news, and while most have yet to announce details, a few manufacturers have begun to share their debut plans. Specifically, Infiniti will have a global reveal of its all-new QX30 crossover and Hyundai will host the world premiere of its all-new Elantra. Other debuts include Jaguar's first luxury SUV, the F-PACE, and Kia's next generation Sportage. Other automakers officially confirming premieres include Alfa Romeo, BMW, Bentley, Fiat, Ford Motor Company, General Motors, Honda, Jaguar Land Rover, Mazda, Mercedes-Benz, MINI, Mitsubishi, Nissan, Porsche, Subaru and Volkswagen.