Infiniti will be teaming up with last year’s dominant force on the Formula One circuit, the world champion Red Bull Racing team.
While its Japanese rivals have found the F1 racing circuit too rich for their taste, the Nissan luxury brand is betting the world’s most popular motor sports venue can provide an affordable platform to help Infiniti continue its long-awaited global roll-out.
The new deal also pairs Infiniti with its French alliance partner, Renault, which provided the engines that helped Red Bull drive to the Formula One World Championship last year. It was, in fact, a twin victory, the Red Bull team taking both the team and driver’s championships.
“Over the mid-term, Infiniti will be simultaneously expanding its global presence and broadening its product range,” explained Senior Vice President Andy Palmer. “Given these twin ambitions, it is clear that Formula One offers us an unrivalled global communications platform.”