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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.

Nissan GT-R takes a bloody whack at supercar rivals in fake ads

A big part of what makes a supercar super is how it makes you feel, but the performance stats and bragging rights are undeniably a big part of the equation as well. Which means you can't ignore the fact that, even with its price ever escalating, the Nissan GT-R makes minced meat out of European exotics costing twice or three times as much.
That's the inspiration for this trio of fake ads from photographer Tim Kent. In this mock campaign, Kent has depicted the GT-R as a butcher's knife and the European exotics as pieces of slaughtered meat. Ferrari is symbolized by a package of horse meat, Porsche by a pack of sausages and Lamborghini as a pair of, um... "prairie oysters".
Of course the ads are never going to run anywhere, and if you're squeamish (or vegetarian) we wouldn't suggest looking at them in close proximity to your lunch. But we have to admit they're creative, and effective.

Mitsubishi Outlander rumored to get Nissan engine, Rogue Sport to get PHEV

A report in the Japanese business daily Nikkei, picked up by Automotive News, said Mitsubishi anticipates using a Nissan engine in the next-generation Outlander headed our way later this year. If the report comes true, the engine swap would be a first for the Renault-Nissan-Mitsubishi alliance partners outside of Japanese kei cars. Mitsubishi engineers will have an easier time slotting in a Nissan engine as the next-gen Outlander gives up its GS platform — an architecture Mitsubishi co-developed with Daimler Chrysler almost 20 years ago — to move to a modified version of the CMF platform that supports the Nissan Rogue and Qashqai, our Rogue Sport.    Last December, Auto Express spoke to Ponz Pandikuthira, NissanÂ’s European vice president of product planning. The exec said Nissan had two hybrid powertrains under consideration for the next-generation Qashqai, the first being Nissan's serial hybrid ePower system that's fared well in Japan where overall speeds are low, but that might not be suited to Europe's higher average speeds. As for a PHEV, Pandikuthira said, "WeÂ’re not pursuing a big plug-in hybrid strategy. On some car lines weÂ’ll try it out, but the business case for plug-in hybrids is not very good." Completing the round-turn, Nikkei said Mitsubishi would supply its PHEV for the compact Nissan, making the Qashqai the car line that gets the tryout. If that happens, and assuming Nissan brings it here, the Rogue Sport would be Nissan's first PHEV in the U.S. Nissan has tended to delay updating the Rogue Sport to Qashqai spec, so depending on when a PHEV version arrives, it could be the only hybrid in Nissan's U.S. fleet since the Rogue Hybrid retired for the 2020 model year.  The platform and engine exchange would have been planned before Nissan's troubles over the past 18 months, but they represent the alliance's growing effort for greater synergy and lower costs. One supposed tactic going forward comes from the Volkswagen Group playbook, identifying a brand's expertise and putting the brand in charge of developing that expertise for the alliance, the same way the Volkswagen brand develops low-cost platforms and Audi runs R&D for the group. We'll know more about plans afoot at the Franco-Japanese trio when the alliance unveils its new midterm business plan perhaps as soon as this month. Related Video: