Infiniti is the latest automotive brand to update its look and philosophy in hopes of attracting new buyers without alienating the current crop.
Porsche, Kia, Volkswagen and General Motors have all made either minor updates or wholesale changes — Kia — to their badging and such in the past few years. The changes are really little more than tweaks to the logo and script for the company’s name — except the new look for dealer showrooms.
The company’s new look for its retail locations, i.e. dealers, is supposed to make consumers feel more comfortable and forge a stronger connection with the brand and the dealer. As has been the case in many other luxury brand updates, it supposed to be about the experience.
“The evolved look and feel uplifts Infiniti’s signature Total Ownership Experience and sets the scene for a bright new era,” said Asako Hoshino, executive vice president, Nissan Motor Co. Ltd. “We believe true luxury is simple, personal and memorable. These updates are targeted at delivering a deeper connection with our valued customers.”
Getting a new look
The new look for its stores comes courtesy of the Infiniti global design team based in Atsugi, Japan. It adopts a simple, minimalist exterior, merging it with an open, light-filled interior. The goal is to create a space where customer have the “opportunity to connect and interact,” which is a critical tenet of the brand’s “signature Total Ownership Experience.”
The showrooms draw from Japanese design philosophies, while paying “homage to Infiniti’s rich heritage while providing a truly immersive experience for customers.”
Officials claim the overarching design embodies the Japanese concept of “Ma,” a philosophy that considers the space between things. Unlike the Western construct of minimalism, Ma embraces empty space in an additive capacity — to ensure balance between all elements.
The exterior façade features a distinctive deep eave along the roofline that purposefully creates shadow and controls direct sunlight into the showroom, the company said. Inside, the showroom has been reimagined to enhance the feeling of spaciousness and support a seamless journey for the customer.
Customers in Doha, Qatar; Monterrey, Mexico; downtown Los Angeles; and Georgetown, Texas, will be among the first to experience the new showroom layout and aesthetic. More will be added later in the year.
It’s not just the stores getting a revamp, but Infiniti made some changes to its logo and other material assets. It’s the fourth change to the logo, which was developed in 1989 when the brand was created. It’s meant to replicate the “infinite road to the horizon.”
The evolved logo places greater focus on the “infinite road” and horizon line, complemented by wider “INFINITI” wordmark spacing that visually accentuates the horizon. The letters are also slimmed down to further highlight the change.
“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.”
Also new is a three-dimensional Infiniti emblem, which will adorn future production vehicles, “bringing added depth, while expressing dynamism, motion and power.” It will be the focal point on the front of future vehicles, as it will be illuminated. No timeframe when the new logo will appear as badging on vehicle was provided.