Infiniti's F1 moveposted in F102 | 03 | 2011
JAPANESE CAR manufacturer Infiniti will enter Formula One this year, but only as a major sponsor of the Red Bull Racing team. The company was keen to stress it has no intention of extending its commitment by rebranding the outfit's Renault engines.
The move is planned to increase its brand awareness as part of a major push to raise sales worldwide — Infiniti recently opened its Scottish dealership in Glasgow.
As the luxury car brand of long-term Renault partner Nissan, the initial two-year deal will see Infiniti's name and logos feature on team clothing and prominent parts of the car, including the rear wing and nose. The agreement will also act as a precursor to technical collaboration between the company and Red Bull Racing.
"Red Bull has always taken a different approach, so when the Infiniti executives outlined their innovative plan to us we were very open to working with them," Red Bull Racing team principal Christian Horner said.
"Coming off the back of our 2010 drivers' and constructors' world championships, we feel even more excited to be starting the 2011 season with a new and committed partner like Infiniti." It was a view backed by Andy Palmer, senior vice president of Infiniti.
"Over the mid-term, Infiniti will be simultaneously expanding its global presence and broadening its product range," Palmer explained. "Given these twin ambitions, it is clear F1 offers us an unrivalled global communications platform."
And Horner — who, as boss of the MW Arden team will also oversee the progress of Scotland's Lewis Williamson in the GP3 Championship this year — believes the arrival of Infiniti into F1 is great news for the sport.
"From a Red Bull perspective and from an F1 perspective, it is positive news that we have got Nissan and Infiniti coming into the sport," Horner continued, "and picking the sport because of the exposure that it is generating globally.
"It is not only a fantastic news story for us, but as manufacturers have been leaving in their droves over the last few years, for a Japanese manufacturer to be coming back in is great news."
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Jim McGill