There may have been a time, some 60 years ago, when winning a motorsports event on any given Sunday meant that the triumphant brand could expect new buyers at their dealership’s front door on Monday.
Today, well into the 21st Century, the story has changed quite a bit. Winning remains a very desirable outcome to any competition, however, in Infiniti’s case, the worldwide platform that is F1 racing is a stage on which Nissan’s luxury brand wants to further build its name.
The big job
The job of aligning F1 and Infiniti falls on Andreas Sigl’s capable shoulders. I briefly sat with him in the Infiniti-RedBull Racing lounge at this past Canadian Grand Prix.
The task at hand is increasing brand awareness and changing the perception that Infiniti is not a Tier 1 level luxury carmaker, like Audi or Mercedes. On the subject of Audi, think back 15-20 years and they were nowhere near as highly regarded as they are now. North America does not pose as much of challenge as Nissan already has 25 years of history. Here, product will keep things moving.
The European challenge
For Europe, and the rest of the world, Infiniti is a relative unknown and F1 creates a global opportunity to get the word out. Of all of man’s “activities,” only FIFA football (soccer) and the Olympics have similar reach. Other racing series and sponsorship-type deals were considered, but F1 brings with it high costs, rewards, and an undeniable level of prestige. Potential buyers can relate to the motorsports/street car connection far more than "football" simply because the F1s are essentially cars and have four tires and a steering wheel.
Taking to F1 smartly
Infiniti joined F1 right around the time the world financial crisis hit, in 2008-‘09. Manufacturers (like Toyota) and other teams were leaving F1, but Infiniti came in with a plan to do things differently. First, they wanted to be a partner, enter RedBull (read: win), and allow the team to manage itself and not be told how to do its job. These may be some of the wisest words ever uttered.
Mr. Sigl's job is building a brand and creating links to Infiniti through F1 performance and, so far at least, success has been had. Nissan and Infiniti’s job is to make the product that will support Mr. Sigl’s claims and the Infiniti-RedBull Racing’s impressive results from the last few racing seasons. Oh, and Daniel Ricciardo’s dramatic win (and Vettel’s 3rd place finish) at the Canadian Grand Prix didn’t hurt either…
To be an aspirational brand
Becoming an aspirational brand, enticing the potential buyer into dealerships looking for the Infiniti lifestyle and hooking them up with a car is the recipe for sustained success on a global basis.
Regardless of which Mercedes or BMW you may own and drive, it’s the associated brand and not the car that truly matters -- at least from a “vision” standpoint. The product has to be good and deliver on its promise of prestige, performance, and desirability.
The Canadian challenge
The challenge to Stephen McDonnell, Managing Director of Infiniti Canada, is the same but different at the same time. Infiniti is well established in Canada and thus keeping existing interest is necessary, and that's where the product comes in.
Mr. McDonnell’s hope and desire is to further increase the company’s reach and market share. What Canada (and the world) needs from Infiniti is an all-important halo car, the one car that makes consumers, enthusiast, and kids dream and even drool. Think Audi R8 and the growth that followed; the Lexus LFA, the Acura NSX (sadly Acura botched that one…), all BMW "M" cars, and so on and so forth.
Growing the brand’s presence will be helped by the Eau Rouge concept (which they will build -- my guess -- and expand aspects of it to other nameplates) and the hype that does and will surround it. The plan is to draw buyers in with a whet palate over the Eau then get them to leave with a Q30 -- which they will. The next Q60 (the coupe) will likely be smokin’ hot, as will the next generation QX70 (FX).
Infiniti world
The assault on the tier 1 luxury car category is powerful and especially well synchronized on Infiniti's part. With the brand on the surface, on the lips of car buyers and enthusiasts, and hot new cars in showrooms, this 1 formula cannot fail.
Today, well into the 21st Century, the story has changed quite a bit. Winning remains a very desirable outcome to any competition, however, in Infiniti’s case, the worldwide platform that is F1 racing is a stage on which Nissan’s luxury brand wants to further build its name.
 |
| Photo: Infiniti |
The big job
The job of aligning F1 and Infiniti falls on Andreas Sigl’s capable shoulders. I briefly sat with him in the Infiniti-RedBull Racing lounge at this past Canadian Grand Prix.
The task at hand is increasing brand awareness and changing the perception that Infiniti is not a Tier 1 level luxury carmaker, like Audi or Mercedes. On the subject of Audi, think back 15-20 years and they were nowhere near as highly regarded as they are now. North America does not pose as much of challenge as Nissan already has 25 years of history. Here, product will keep things moving.
The European challenge
For Europe, and the rest of the world, Infiniti is a relative unknown and F1 creates a global opportunity to get the word out. Of all of man’s “activities,” only FIFA football (soccer) and the Olympics have similar reach. Other racing series and sponsorship-type deals were considered, but F1 brings with it high costs, rewards, and an undeniable level of prestige. Potential buyers can relate to the motorsports/street car connection far more than "football" simply because the F1s are essentially cars and have four tires and a steering wheel.
Taking to F1 smartly
Infiniti joined F1 right around the time the world financial crisis hit, in 2008-‘09. Manufacturers (like Toyota) and other teams were leaving F1, but Infiniti came in with a plan to do things differently. First, they wanted to be a partner, enter RedBull (read: win), and allow the team to manage itself and not be told how to do its job. These may be some of the wisest words ever uttered.
Mr. Sigl's job is building a brand and creating links to Infiniti through F1 performance and, so far at least, success has been had. Nissan and Infiniti’s job is to make the product that will support Mr. Sigl’s claims and the Infiniti-RedBull Racing’s impressive results from the last few racing seasons. Oh, and Daniel Ricciardo’s dramatic win (and Vettel’s 3rd place finish) at the Canadian Grand Prix didn’t hurt either…
 |
| Photo: Infiniti |
To be an aspirational brand
Becoming an aspirational brand, enticing the potential buyer into dealerships looking for the Infiniti lifestyle and hooking them up with a car is the recipe for sustained success on a global basis.
Regardless of which Mercedes or BMW you may own and drive, it’s the associated brand and not the car that truly matters -- at least from a “vision” standpoint. The product has to be good and deliver on its promise of prestige, performance, and desirability.
The Canadian challenge
The challenge to Stephen McDonnell, Managing Director of Infiniti Canada, is the same but different at the same time. Infiniti is well established in Canada and thus keeping existing interest is necessary, and that's where the product comes in.
Mr. McDonnell’s hope and desire is to further increase the company’s reach and market share. What Canada (and the world) needs from Infiniti is an all-important halo car, the one car that makes consumers, enthusiast, and kids dream and even drool. Think Audi R8 and the growth that followed; the Lexus LFA, the Acura NSX (sadly Acura botched that one…), all BMW "M" cars, and so on and so forth.
Growing the brand’s presence will be helped by the Eau Rouge concept (which they will build -- my guess -- and expand aspects of it to other nameplates) and the hype that does and will surround it. The plan is to draw buyers in with a whet palate over the Eau then get them to leave with a Q30 -- which they will. The next Q60 (the coupe) will likely be smokin’ hot, as will the next generation QX70 (FX).
Infiniti world
The assault on the tier 1 luxury car category is powerful and especially well synchronized on Infiniti's part. With the brand on the surface, on the lips of car buyers and enthusiasts, and hot new cars in showrooms, this 1 formula cannot fail.