Performance luxury car brand Infiniti will make its Australian public debut at this weekend’s Australian Formula 1 Grand Prix.
The company is kick-starting its Australian market launch activities ahead of the official start of sales in August by establishing a significant presence at this year’s Australian F1 round.
Not only will Infiniti be seen on the front, rear and sides of the championship-winning Red Bull Racing cars of double World Champion Sebastian Vettel and title challenger Australia’s Mark Webber, the brand will be highly visible at the company’s interactive exhibition for visitors to this year’s Australian event. On display will be models from the Infiniti car range – the Infiniti FX performance cross-over, the Infiniti M sedan and the Infiniti G Convertible – along with opportunities for visitors to win an exclusive money-can’t-buy trip to New Zealand for the chance to be among the first to drive the exciting range of Infiniti cars and experience the company’s famed hospitality.
Adding some fun will be an eight-feet-tall accelerator pedal, known as the Exhilarator. Pressing the enormous go-pedal will produce an amplified version of the roar made by the Infiniti FX50S’s 5.0-litre V8 engine, generating a sound volume loud enough to challenge the noise coming from the track. Channelling the impressive sound will be an array of concert speakers from BOSE, the famous sound company known for its in-car audio systems, including those fitted to the Infiniti range. In fact, the Infiniti M sedan is the only car in the world to be fitted with BOSE’s own noise-cancelling technology, an impressive technical achievement that visitors to the Infiniti Exhilarator will be able to experience.
Driving Infiniti Cars Australia’s marketing activities at this year’s F1 GP is the company’s desire to build brand awareness ahead of its start of sales in August. Infiniti is a Team Partner of Red Bull Racing and is using Formula 1’s unrivalled reach as one of many carefully selected communications platforms to help achieve this goal.
“Infiniti’s ethos is inspired performance, which is a perfect fit with the performance-based ideologies of Red Bull Racing and Formula 1™,” said Kevin Snell, General Manager of Infiniti Cars Australia.
“This makes the 2012 Australian Formula 1 Grand Prix the ideal launching pad from which to start our Australian story.”
Infiniti has arranged a variety of activities with selected institutions, the media and the Australian public this week.
For visitors to this weekend’s Australian Formula 1™ Grand Prix, the Infiniti Exhilarator will be located near the Albert Park circuit’s Gate 1, situated on Canterbury Road.