Infiniti's Smart Move

If you're going to throw props at people for their insight and business acumen, be sure to aim some at Infiniti's new global boss, Johan de Nysschen. Here's why: On Sunday, before the final 2012 Formula One championship race, Infiniti announced it would be the title sponsor of Red Bull Racing going forward into 2013.

That in itself is a great coup for the luxury car maker. While it has had a “relationship” with Red Bull F1 for the past two years, it was little more than a sticker-on-the-side-of-the-car arrangement—granted, a fairly large sticker—to gain recognition among the billions of fans who watch F1 globally. Obviously, Infiniti's return on investment as far as raising awareness and purchase consideration has been great enough for them to make the relationship even more meaningful.

How does Infiniti do that? Well, right now Red Bull is powered by engines sourced from Infiniti's French cousin, Renault. I'd wager yen to donuts that the continuing engine development costs for Infiniti would be far too great to undertake by themselves. They'll leave that to mass-market automaker Renault, who will continue to reap the benefits of its F1 relationship. But Infiniti can and will co-develop other technologies with Red Bull racing, and this is from where the real luster comes.

As we move to production cars and trucks engineered to eke the greatest efficiencies possible—be it hybrid, diesel, composites or radical designs—one area with real promise is capturing energy and reusing it.

With the F1 kinetic energy recovery system—KERS—such technology exists. So here, ladies and gentlemen, is a genuine technology transfer that can take place—from the most exotic race cars on the planet, to your Infiniti.

We've heard that old chestnut about technology transfer in racing. And sometimes it's true: Chevrolet does it with the Corvette in ALMS; Audi learns more each day from its diesel endurance racers. But, c'mon, there is little transfer from NASCAR that consumers can put fingers on in the showroom. (Give NASCAR credit, though, it recognized this and has at least made race cars look more like they could be off the dealer lot.)

Infiniti, in an effort to define what it stands for in a crowded luxury-car marketplace, is now more deeply embracing the F1 transfer of technology. It is establishing itself as a company willing to take risks, on and off the track. It is going up against the great luxury and performance car makers and doing it with Red Bull, the team that has delivered the youngest three-time world driving champion.

Mark this moment because what started as a company defined by “rocks and trees” is on a course to ethical, clean and green performance. Think about that: Green Performance. Not a bad place to be, considering the future.

By Dutch Mandel