Infiniti is a brand that is currently looking for itself, both in terms of products and image. Its sales suffer greatly and some even wonder if it still has a future.
Well, today Infiniti management announced a plan to refresh and relaunch the brand globally by leveraging what it calls “thoughtful hospitality”. Rather than just selling vehicles, it wants to sell a “total experience”.
It starts with a new architecture for its dealerships, developed by Infiniti’s design team in Japan. A clean and minimalist decor, with lots of space and light, a relaxed and comfortable environment that facilitates interactions, all inspired by Japanese philosophies such as “Ma”.
Photo: Infiniti
The first redesigned Infiniti dealerships will open in the United States, Mexico and the Middle East this summer. More will follow later in North America in 2023 and beyond.
New logo, new sound, new smell
The company is also taking the opportunity to redesign its logo for a third time, always evoking a road that points towards the horizon. The change is extremely subtle in the case of the two-dimensional logo. On the other hand, a new three-dimensional emblem will appear on Infiniti vehicles in the future, evoking movement. Its inner contour will even be illuminated.
Photo: Infiniti
Then, in line with Infiniti’s desire to create a more memorable experience, a multi-sensory approach will be adopted. An audio track called “Moment of tranquility” will become the brand’s sound logo, in a way, including on board vehicles. It combines the voice of a humming woman with the sound of a Japanese taiko (drum) and furin (wind chime).
Finally, a new fragrance, inspired by Japanese forests including hinoki wood and sugi cedar, will be released in dealerships and at events organized by Infiniti to appease customers. There is currently no question of including it on board vehicles.
Will all this have the desired effect, that is to say relaunch Infiniti? We will see!