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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.

'Qashqai' so hard to pronounce even Nissan is poking fun at it

In the US, there aren't a lot of vehicle names that are very difficult to pronounce. Maybe the Volkswagen Touareg might trip up a few people, but by and large, we've got it pretty easy. Our friends in Europe, though, have a bigger challenge, thanks to vehicles like the Nissan Qashqai. Yes, Qashqai.
Like the Touareg, the Qashqai draws its name from a nomadic people. While Nissan isn't making up words, then, it's still not an easy name to pronounce. Top Gear host Jeremy Clarkson routinely calls it a kumquat, for example. According to Nissan, though, it's pronounced "Cash'kai".
To get its point across as the second-gen Qashqai, the close cousin of the US market Rogue, prepares to launch in Australia, Nissan set up a little event at a coffee shop. Customers would place their orders, only to have the spelling of their names butchered rather badly. On the other side of the cup, there's a message from Nissan and the Qashqai.

Renault-Nissan alliance to start autonomous EV testing

The Renault-Nissan alliance is joining the self-driving electric-vehicle party. The French-Japanese automaking collaboration, which has been selling electric vehicles to the masses since introducing the Nissan Leaf in 2010, said Monday that it will work with transportation-technology consultant Transdev on developing a fleet of self-driving EVs for testing purposes. The model of choice, though, won't be the Leaf, but instead will be the Renault Zoe. Details aren't abundant, but the group does say it will perform the field testing in the Paris area. Transdev's pedigree includes operating what it says is the world's first commercial driverless service at France's EDF campus. The company, which is majority-owned by Caisse des Depots, is no small potatoes, generating about $7 billion in revenue in 2015. Take a look at the alliance's statement here. The alliance has already been working with Microsoft on driving-technology advancements and has teamed up with Japan-based DeNA to hatch a driverless-vehicle initiative for commercial services. And in January, Nissan said its ProPilot features, which include increased self-driving capabilities, would be added to its Leaf EV "in the near future." Of course, other automakers have already jumped into the self-driving EV game. California-based EV maker Tesla has long been pushing its vehicle technology toward autonomy, and General Motors said in December that it would start field testing driverless Chevrolet Bolt EVs sometime this year. In the meantime, the Alliance is gearing up a changeover in leadership, as Carlos Ghosn said last week that he was stepping down as Nissan's CEO on April 1. Ghosn, long a champion of electric-vehicle technology, will be succeeded by Nissan co-CEO Hiroto Saikawa. Related Video: Featured Gallery Renault Zoe ZE 40 Yttrium Grey View 27 Photos News Source: Renault-Nissan Alliance Green Nissan Renault Autonomous Vehicles Electric alliance zoe