The Nissan-owned marque launched in Europe in 2009, with limited marketing support. It sold only 232 cars in the UK in 2010, according to the Society of Motor Manufacturers and Traders.
Infiniti has agreed a two-year deal with Red Bull Racing, brokered by sport sponsorship agency Prism, with a view to a longer technological tie-up.
Andreas Sigl, head of global brand innovation at Infiniti, becomes global director for a new F1 division.
Marketing will be overseen by Nissan’s vice-president for global marketing and communications, Simon Sproule. An integrated push for Infiniti, centered on the sponsorship, will break in the build-up to the season’s first F1 Grand Prix in Australia on 27 March.
Infiniti senior vice-president Andy Palmer told Marketing he is keen to raise awareness in Europe to the same level the marque has in the US. ‘You don’t sell cars if nobody knows who you are,’ he said.
Palmer added that F1’s targets to cut CO2 emissions fitted well with Infiniti’s upcoming electric car launch and its focus on sustainability.
Infiniti has no desire for Red Bull Racing's Renault engines to be rebadged under its own name as part of its commercial tie-up with the world championship-winning team, despite wild claims this week about such a move.
Widespread media reports incorrectly suggested that Infiniti's partnership with Red Bull Racing would result in the Milton Keynes-based outfit rebranding its Renault engines for 2011.
However, Renault is not only maintaining the naming of its power-units but it is also keeping the increased branding presence on Red Bull Racing's cars that it enjoyed at the end of last year.
Renault's logos will appear on the engine covers and drivers' visors, while Infiniti's branding will appear on the rear wing, nose and drivers' overalls.
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