Infiniti was originally set up in the United States in 1989 by its Japanese parent Nissan Motor Company. Infiniti produces luxury performance cars, coupés, crossovers and sport utility vehicles (SUVs). Its brand promise is ‘Inspired Performance’. The ethos of ‘modern Japanese luxury’ is at the heart of everything Infiniti does.

Formula One is a key element of Infiniti’s creative strategy to build global brand awareness. In March 2011 Infiniti became the key partner to the Red Bull Racing team and, in November 2012, announced that it would become the title sponsor and exclusive technical partner to what is now known as Infiniti Red Bull Racing. Infiniti’s products and technology will support the F1 team from 2013. Sebastian Vettel, arguably the best driver in the world, is Infiniti’s global brand ambassador.

Edition 18 Using sponsorship to increase brand awareness

This marketing mix case study illustrates how Infiniti formed its partnership with the Red Bull Racing F1 team to increase its global brand awareness, enter new markets and increase its market share in the luxury car market.

  1. Introduction
  2. Marketing strategy
  3. The marketing mix
  4. Above-the-line promotion
  5. Below-the-line promotion
  6. Conclusion