Infiniti is betting big on its association with Formula One, and specifically with the World Champion Red Bull Racing team, to strengthen its global image.
The brand announced last November that it would expand its involvement with Red Bull Racing via a four-year deal to become the team’s title partner. Henceforth it will be called Infiniti Red Bull Racing.
The visual manifestation of that association became apparent this week with the unveiling of the team's 2013 race car, dubbed the RB9.
In addition, the companies announced that Infiniti will become the exclusive Vehicle Performance Partner of the team – whatever that means.
Triple World F1 Champion Sebastian Vettel and nine-time grand prix-winner Mark Webber were on hand at the new car's reveal.
"Our new, increased partnership as Infiniti Red Bull Racing is a key milestone for Infiniti and a clear indication of our commitment to building the brand globally," said Infiniti president, Johan de Nysschen.
"While the first 24 months delivered outstanding results for both parties, our deeper involvement, which now sees us truly integrated as one team, will bring significant benefits to our people, processes and technology," he added.
Infiniti already has engineering personnel working at the team’s Milton Keynes headquarters, in England, and plans to integrate further team members into the Vehicle Performance department in Milton Keynes.
Rotating technical staff through the F1 environment will bring benefits in development processes and performance expertise, the company says.
In addition, Vettel and backup driver, Sebastien Buemi are said to have had a hands-on role test driving and developing the new Infiniti Q50.