Vettel and Infiniti

Sebastian Vettel has been named as the first Global Brand Ambassador for Infiniti, the luxury car manufacturer. The news comes two months after the Nissan-owned car brand announced a major partnership with the Red Bull Racing team. The 23 year-old F1 star will be taking an active role in raising the profile of the Infiniti brand and its products during race weekends and at selected events linked to Infiniti’s business and product programs.

“Since our first contact with Infiniti I liked their cars,” Vettel said. “A car can impress you in two ways: its looks and its handling. After I had the chance to test some cars in the range I became a big fan. They are comfortable as well as sporty. I am sure we as a team and myself can benefit a lot from the experience of Infiniti and I am very much looking forward to our partnership in the future.”

36 thoughts on “Vettel and Infiniti

  1. Wow what a lucky coincidence that he became such a big fan of the cars around the time they started sponsoring the team, it would have been unfortunate if he’d instead thought they were heavy bloated cruisers built for middle aged US drivers

  2. I read that “since our first contRact”. Is there such a thing as a freudian slip for readers?

  3. “Since our first contact with Infiniti I liked their cars,” Vettel said. “A car can impress you in two ways: its looks and its handling. After I had the chance to test some cars in the range I became a big fan. They are comfortable as well as sporty. I am sure we as a team and myself can benefit a lot from the experience of Infiniti and I am very much looking forward to our partnership in the future.”

    Well he seems keen to do his job, doesn’t he! Great snippet written by the PR team from infiniti…

  4. “Since our first contact with Infiniti I liked their cars,” Vettel said.

    😀

    Translation: “since Infiniti started paying me to like their cars, I’ve liked their cars”.

    Sorry, just feeling a bit cynical and driver-PR-statement weary today 😀

  5. A little strange choice from Infiniti to pick Vettel. He is quite young and young people don’t seem to be the core target who buy Infiniti cars, at least not here in Europe.

  6. Joe,

    I thought Infiniti was supposed to be a classy car.?

    So, the new Global Ambassador turns up, unshaven, wearing a stupid Red Bull Beanie, and waving a finger in the air. And saying, Yabba, Dabba Doo !

    What a way to turn off potential customers. 🙂

  7. Have the best race car on the grid and the worst company car to go with it. At least Heidfeld is in the right place, I recall him having a bonkers Lotus Exige years ago.

  8. Just a note to Peter G. Its comments such as this that make drivers become PC. I’m happy that Vettel is as he is, for now. Its Infiniti that made the choice, wrote the cheque and suffer the results if people dont buy the car.
    So leave the guy alone, you wont buy a Lexus will you anyway?
    The next thing is when he goes to Ferrari and they want to change him again! I suppose that will stop you going into your local Ferrari dealer and plonking down a deposit for a car to be delivered after Vettel retires?
    Heaven help us all.

  9. Tony Dowe.

    No, I wont be buying a Lexus or Ferrari, I’m saving for a McLaren MP4-12C.

    Pardon my ignorance, but, ” drivers become PC?? “

  10. I imagine he said this stood next to one of their cars with a big thumbs up and a cheesy cheshire cat grin.

    ‘To infinity and beyond’

  11. Infiniti are trying to reposition their brand, and Vettel makes the ideal candidate to help achieve this.

    Infiniti could of course go down the Audi route, and appeal to hairdressers and golf enthusiasts.

  12. Have to agree, this is more than a little soul-free from young Vettel. Jenson and Lewis driving MP4-12Cs is fine, I guess; Jenson and Lewis making casual references to the nice Mercedes that they borrow at flyaways is slightly more egregious.

    SebVet talking about how he’s always been a fan of rebadged Nissans is just obnoxious. If he was going on about how much he liked mid-1990s Skylines it might have been slightly forgiveable…

    All kinds of good names for SebVet’s car, though, it’s true — Soulless Sally, Sharon Shill…

  13. One would imagine that Mark Webber is more in the buyer demographic. But then again maybe he is old enough to be more discerning.

    1. wayne,

      Maybe they want to change the demographic to sell the cars to scruffy German millionaires..

  14. just to try and explain the point of brand ambassadors and sponsorship to some of those above.

    In this case vettel has been used as someone who is recognised, young, ‘cool’ and he is therefore being used as a positioning tool. Inifiniti most likely want to lower their age of core buyers and think that if vettel endorses them then it will create a natural pull of a similar age group.

    Of course, being a simiar age group i recognise the cars as junk 🙂

  15. It appears that in the eyes of the readers, Vettel is the first driver to have a sponsorship deal.

  16. @Nick – its not PR persay, its these horrible quotes that are supposed to come from a celebrity that you know haven’t and were cooked up in a team meeting. They just stand out so badly. The papers do it too when they quote ‘a concerned neighbour’ or such – they write a nice quote that says what they want to say then wave it past the person’s eyes and it becomes ‘their’ quote. Its just so contrived.

    The ‘They are comfortable as well as sporty’ bit was where my gag reflex kicked in.

    Would what young Vettel really had to say have been so horrific they need to go for contrived tripe?

  17. If Infiniti were trying to appeal to their perceived traditional demographic would they even be in F1?

  18. What is Infiniti’s brand perception in Europe? In the US they’re among the sportier premium brands, second to BMW. The Infiniti G35/37 coupe has had a pretty young buying demographic. But here in the US, Japanese cars are more popular among young people than American or German cars.

  19. Everyone knows that everyone has endorsements — but this one is just particularly cackhanded.

    Jenson at Bathurst for Vodaphone is one thing — S. Vettel being comfortable but sporty is quite another.

  20. @ChrisP
    I think that Jan Magnusson once described the Ford Ka as “the worst car I’ve ever driven.”

    Possibly the spin kings have learnt since then and done some “translation”….

    Cheers
    J

  21. Interesting, isn’t it, since Infinity is owned by Nissan, which is “in a global partnership” (read “owned by”) Renault, who supply Red Bull’s motors. Not so far fetched, although the cars are no more interesting than a Lexus. At least Jenson and Rubens didn’t have to drive around in an Accura, which is a pricier, but duller Honda. Next thing Vettel will be taking up golf on his off days.

  22. Who says ‘money can’t buy me love’, it sure seems to have bought Seb’s love for Infiniti 🙂

  23. By the look of things many people still dont like the kid and I dont blame most of you, but he is getting a bit better with his attitude. He never won the rating on the F1 website as well so thats said the world still dont like him as well. And I still dont like him as well cause he was so arrogant last year cause the team favour him and he acted like a child. Maybe in the future most of us might forgive him cause he has driven well this year and act better.

  24. @F1 photographer tweeted this link yesterday – slightly harsher than your writing joe! That boat is a disgrace. But the sad thing is it probably is more tasteful than many of the things to be found in monaco!

    p.s. I sent off my £25 for GP+ this afternoon, this is not a complaint in any way, merely a question: I was wondering how I eventually get a log-in for the homepage? Will it be sent in an email eventually? I understand that it wont necessarily be instant. Cheers.

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