Nissan Hopes Formula 1 Deal Takes Infiniti Beyond

Will Nissan's nameplate get good marketing mileage?

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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.

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