Infiniti, originally set up in the United States in 1989 by its Japanese parent Nissan Motor Company, produces luxury performance cars, coupés, crossovers and sport utility vehicles (SUVs). Its brand promise is ‘Inspired Performance’. A brand promise represents the benefits and experiences that a consumer can expect from a particular brand. For Infiniti, the ethos of ‘modern Japanese luxury’ is at the heart of everything it does.
To achieve its global growth plans, Infiniti required a high visibility platform to showcase the brand to its new markets. A marketing platform is a mass communication tool that allows a business to increase brand awareness and thereby lead consumers to purchase its product. Partnering with Red Bull Racing and Sebastian Vettel provided Infiniti with the brand exposure it required on a global scale. Formula 1 racing has a global audience and is the perfect showcase for high performance cars and technology. The fact that Sebastian Vettel, arguably the best driver in the world, wanted to help design a new luxury Infiniti model demonstrated the strength of the brand and its cars.
The Infiniti 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.