Is committing to F1 racing the best way to increase market share in the luxury car industry?
Nissan's luxury brand Infiniti is embracing it with the Infiniti Red Bull F1 team, and feels that it is gaining momentum from its endeavors. Apparently, Red Bull has wings, at least, in racing circles.
F1 leaders, such as McLaren and Ferrari, have experienced great success at the track with Formula 1 racing, which may have bolstered sales of their off-track automobiles as well.
Conversely, BMW, Ford, Honda, and Toyota have all abandoned their Formula 1 racing aspirations, as success in one has had no measurable effect on the other. Since Infiniti has the smallest market share (3%)in the luxury car market, it has nothing to lose except money. What kind of shift is that?
….The technical exchange allows the engineers working for Red Bull Racing’s in-house genius Adrian Newey to pick over any goodies inside Nissan/Infiniti’s not inconsiderable R&D departments. And Herr Vettel does public ambassadorial work for the brand and rather more discreet development work with Infiniti’s engineers.