Infiniti and Red Bull deepen relationship

October 16, 2011 by Joe Saward

The partnership between Red Bull and Infiniti is to be expanded in 2012. The cars next year will feature more prominant branding on the cars, drivers, team staff and equipment. In addition the two companies will increase the global and market leverage of their alliance. There will also be more involvement between Infiniti/Nissan R&D engineers and the team.
“When we announced the partnership back in March, our single objective was to boost global brand awareness for Infiniti,” said Andy Palmer, Executive Vice President of the Nissan Motor Company. “In just seven months the results have exceeded even our most ambitious targets, leading us to becoming the most highly-exposed automotive brand in F1 this season. As we look ahead to the second year of our partnership with Red Bull racing, we are now extending into exciting new areas of technical and product collaboration.”
Inevitably there will be questions about whether it makes sense for Renault – which is Nissan’s global partner – to allow other brands to make the use of the investment made in F1, perhaps with an Infiniti F1 engine in 2014?
Such an alliance would also create a long-term exit strategy for Red Bull from F1 as the law of diminishing returns will eventually kick in for the Austrian drinks company.

Posted in F1 Teams | 11 Comments

11 Responses

on October 16, 2011 at 4:30 am Adam Robertson

I would have thought it would include branding the engines as Infiniti rather than Renaults
on October 16, 2011 at 11:34 am Elfredore

I would think that using the Infiniti brand is a good way of increasing sales in the US, since that is their main market.
on October 16, 2011 at 2:26 pm Steve

I’m not sure of what Andy Palmer expectations were, but we must be living in a parallel universe. Things may be different in other parts of the world, but if you discuss F1 with an Infiniti driver in the USA, they have no or minimal knowledge of F1, they of course have heard of Red Bull (who can avoid it in the supermarket checkout lines), and have no clue about the commercial arrangement between the two companies.

@Elfredore: Living in the US I have yet to see one mention of the Red Bull/Infiniti relationship in any dealership or advertising
on October 16, 2011 at 5:23 pm Phil R

More exposed than Ferrari, Mercedes Benz or Renault?? Joe, do you know what the Red Bull strategy is on other marketing investments once they have been successful. Do they keep them going or pull them?

Also selling the F1 team, the price would surely be dependent on if one Adrian Newey stays with the new team or not.
on October 16, 2011 at 5:27 pm Cris

Red bull exit strategy? That seems a long way off, don’t you think?
on October 16, 2011 at 5:34 pm Amol

Hang on …
I thought that Red Bull has to pay for its renault engines, whereas Infinity/Nissan pays for its logos and branding exercises.
on October 16, 2011 at 8:37 pm Dave Townrow

It would also be a great way for Renault to support williams fully as a works team rather than customer team as it would avoid the ebarrasment
Merc suffer with Mclaren being top dog, should Williams ever retain their once great position in the sport.
on October 16, 2011 at 11:35 pm Stephen Kellett

““In just seven months the results have exceeded even our most ambitious targets, leading us to becoming the most highly-exposed automotive brand in F1 this season. ”

Pardon? Mercedes have an entire team named after themselves. That is a whole bundle load more exposure than simply placing your name on the rear wing and overalls of a team, albeit this years world championship team.

Wow, there is marketing and then there is marketing BS. This is most certainly the more smelly kind.
on October 17, 2011 at 1:38 am Mike in NY

I am sure Carlos Ghosn has it all plotted out. If the rumor is true that Infiniti will “AMG-ize” their offerings in the near future, it makes all the more sense.
on October 17, 2011 at 10:19 am ElFeto

Infiniti needs to move its butt here in Europe, competitors are everywhere, whereas Infinitis are mostly seen on ads, not on the roads…
on October 17, 2011 at 8:09 pm fernando from SP

I think interesting notice that Red Bull has become synonimous with a winning F1 racing team, particularly as a constructor of winning cars – corresponding to the positive meanings of the slogan “it gives you wings”, giving someone the fastest car in the competition.
the fact they conquered almost all of pole positions this year, with both its drivers, attests that. culminating with both titles in contention.

I dont relate the logo to the drink cans anymore, but to the fastest car overall on the tracks.
even more because the car’s livery does not show the shaped lines printed on the cans, it shows only the name logo.