Infiniti Red Bull F1 deal expected to boost brand’s name recognition in Europe

Article by Christian A., on March 11, 2011

Infiniti seeks to close a new deal with the Red Bull F1 team, Formula One's reigning champion, to promote the brand's name in Europe. Nissan Motor Co.’s luxury brand has a marketing deal with the Red Bull F1 team that covers the 2011 and 2012 seasons.

As part of the deal, the Infiniti name will appear on nose cones, sides and the rear wings of the Red Bull racecars and the logo also will be on the jumpsuits and helmets worn by Red Bull's drivers.

Infiniti Europe Vice President Jim Wright told Automotive News Europe that one of its biggest barriers is a lack of awareness for the brand.

The Red Bull team, which won the constructors' championship in 2010, is led by 23-year-old Sebastian Vettel (the youngest driver to take the F1 title) who won the drivers' championship in 2010.

In 2008, Infiniti launched in Western Europe. It aims to sell 4,500 units in the region for its 2010 fiscal year that ends March 31, 2011. According to industry association ACEA, by comparison, European premium sales leader Audi ended the 2010 calendar year with a volume of 623,536 units.

Toyota Motor Corp.’s premium brand Lexus is Infiniti's closest luxury competitor. ACEA data shows the Lexus debuted in Europe in 1990 and sold 17,857 units in Europe in 2010.

Topics: infiniti

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