The Formula One world champions are back for 2012 with an all-new car, the Red Bull Racing RB8. Since the team’s inception in 2005, Red Bull Racing has gone on to win two back-to-back world championships (2010 and 2011) and following today’s outing in Spain, is already looking promising for the 2012 season.
You’re likely to hear even more about the Red Bull racing team this season as one of their biggest sponsors, Infiniti, is set to launch here in the third quarter.
Infiniti (which is to Nissan what Lexus is to Toyota) jumped on board with Red Bull Racing early last year and has managed to gain exceptional brand exposure as a result.
Announcing the strengthening partnership with Red Bull Racing back in October last year, Andy Palmer, Executive Vice-president, Nissan Motor Company, said: “When we announced the partnership back in March (2011), our single objective was to boost global brand awareness for Infiniti. In just seven months, the results have exceeded even our most ambitious targets, leading to us to becoming the most highly-exposed automotive brand in Formula One 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.”
If you’re wondering what Infiniti has to do with the Renault-powered Red Bull racing from a technical point of view, it’s fair to take a step back and see the deeper partnership. Renault and Nissan, which are both managed by one well-known CEO and are generally seen as the one global company, have managed to build a partnership that is the envy of the automotive world.
So when Renault provides the engines, Nissan’s luxury brand finds an ideal fit to gain tremendous exposure riding on the success of the Red Bull Racing team. Australia’s own Mark Webber, Red Bull’s “number two driver”, will also be a great marketing asset to help launch Infiniti nation wide.
What we find most interesting, though, is the minimal effort that Renault puts in to capitalise on their world championship winning engines. Either way, perhaps it’s all part of a deal for Infiniti to take full advantage, having already shown off a FX50 Sebastian Vettel edition.
If you’re an avid Formula One fan, you’re more than likely going to spot the expanded Infiniti exposure on the RB8 this year with bigger logos on the side of the chassis and the top of the cockpit. You’ll also see the logo on new areas of the drivers’ overalls, as well as on team equipment.