Infiniti is still fighting the good fight in the luxury vehicle market. However, we would not blame you if you didn’t notice that the brand currently offers an arsenal of models that are a mixture between the new and the outright old (the Q50 sedan surpassed its 10th year of production in its current form.) However, Infiniti is preparing to revitalize its brand aspirations by announcing a brand refresh aimed at luring in more buyers while also embarking on a few creative ways to enhance this goal further.
New Badge Points To Broader Change
At first glance, the new badge appears to be virtually identical to the current badge, with the outer shape and the basic design being the same. However, Infiniti claims that the bulk of the changes are focused on the two roads in the center of the badge. In the current badge, they are allowed to converge upward into a straight-mounted triangle. The new badge clips the point and then actually moves it inward into the circle (more noticeable on the badge in the headline image,) with the brand claiming that it’s supposed to represent the horizon. We’re not quite buying that explanation, but loyalists will be pleased to know that this is the fourth iteration of the badge in the brand’s 35-year history. In addition to the tweaked badge, Infiniti also says that the badges will be illuminated, allowing them to be the latest entrant into a recent trend that has seen several other brands embrace illuminated jewelry for their badges, including BMW, Mercedes-Benz, and even Lincoln.
“Our aim was to subtly evolve the INFINITI logo in support of the bright new chapter that lays ahead,” said Alfonso Albaisa, senior vice president 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.”
New Smells and Sounds Also Define New Changes
In addition to the visual changes, Infiniti is also making the brand experience a multi-sensory affair with both scent and audio cues. The former (we’re not joking) is a blend of Japanese cedar, cypress, and yuzu, with the combination allegedly replicating the odors of a vibrant forest. The scent is even handcrafted by a scent master in Japan, which adds a bespoke element to the model that’s equipped with it. Meanwhile, audiophiles will enjoy the “Moment of Tranquility” track that combines a powerful taiko drum with a wind chime and a humming voice to craft a unique, distinguishable audio cue.
The new sound will also form a key backbone in the Infiniti dealership experience, with physical showrooms receiving updates that allow them to comply with the Japanese concept of Ma, which focuses on how much space there is between things in a room. the resulting look is crisp and modern, with the space also boasting plenty of comfortable furniture and other state-of-the-art goodies. The new look will initially roll out in the brand’s digital showrooms, with physical locations in California and Texas being among the first locations to get the new look. Along with these U.S. locations, Infiniti is also rolling out the new motif in Qatar and Mexico, with more locations being updated as the year progresses.
Carl Malek has been an automotive journalist for over 10 years. First starting out as a freelance photographer before making the transition to writing during college, his work has appeared on numerous automotive forums as well as websites such as Autoshopper.com.
Carl is also a big fan of British vehicles with the bulk of his devotion going to the Morgan Motor Company as well as offerings from Lotus, MG, and Caterham. When he is not writing about automobiles, Carl enjoys spending time with his family and friends in the Metro Detroit area, as well as spending time with his adorable pets.