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Nissan Hopes Formula 1 Deal Takes Infiniti Beyond

November 19, 2012

Austin, Texas, had nothing in common with places like Valencia, Spain, or Sakir, Bahrain—at least until this past weekend, when the city played host to the 2012 Formula 1 races. It was the first time in five years that the motorsport returned to the U.S. It was also a setup for an unusual marketing gambit.

Joining the rarefied auto nameplates like Ferrari and Lotus was Nissan’s Infiniti brand, which signed on as a co-sponsor of Red Bull Racing’s car RB8 last year. With the race finally back on U.S

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