The Infiniti brand is undergoing a major overhaul that leans into their Japanese heritage.
Nissan’s luxury division, Infiniti has announced a major brand refresh following a long period of stagnation. The last we heard from them, they had revealed a 2nd generation QX60 model, but that was in 2021. This month, the brand suddenly came alive with the appointment of a new Head of Brand and a complete refresh of the Infiniti brand experience.
Of course, Infiniti has pulled out of the Malaysian market, but there are still plenty of fans and quite a few Malaysian Infiniti owners who will be interested in learning about where this brand is going. So, let’s explore some highlights of this brand refresh.
New 3D Infiniti Logo For Vehicles
The first thing that struck out to us was the new logo. The Infiniti logo has always been inspired by an ‘infinite road’ that stretches out into the horizon.
Well, they’ve taken the same concept that dates back to 1989 and given it a 3-dimensional look that accentuates the horizon. Future Infiniti production vehicles will feature this illuminated logo that will have a different look from all angles.
Enhancements To The Retail Experience
Every premium brand wants to do something at a showroom level to make customers feel special. For Infiniti, they’re taking a multi-sensory approach. A new global retail architecture design will come along with an evolved logo.
The new retail architecture features Japanese-inspired clean and minimalist interior design that emphasizes a light-filled interior. Outside, there’s a distinctive eave along the roofline that creates shadow and controls the amount of sunlight in the showroom.
Infiniti has even gone as far as creating a ‘signature scent’ for the brand. The scent will be available to showrooms as an optional element. The scent evokes a forest with hints of Japanese cypress (hinoki), Japanese cedar (sugi) and Japanese citrus (yuzu) wood blended together by a master scent designer in Japan.
Finally, the Infiniti brand has also got a new signature sound called “Moment of Tranquility”. The sound features the Japanese instruments, the taiko drum and the soft furin wind chime. It also features a Japanese vocalist humming.
The new look, feel, smell and sound of Infiniti are coming to retail outlets of the brand all over the US, Mexico and the Middle East starting this month.
