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Lotus & Infiniti Marketing -- does it work?


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Poll: Well... (106 member(s) have cast votes)

Does Lotus' marketing in F1 work for you?

  1. Yes (44 votes [42.31%])

    Percentage of vote: 42.31%

  2. No (60 votes [57.69%])

    Percentage of vote: 57.69%

Does Infiniti's marketing in F1 work for you?

  1. Yes (17 votes [16.35%])

    Percentage of vote: 16.35%

  2. No (87 votes [83.65%])

    Percentage of vote: 83.65%

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#51 Clatter

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Posted 21 March 2013 - 14:17

Would you prefer Sunew tyres or Pirelli tyres?
Would you prefer Multi-Vis oil or Mobil 1?
Would you prefer a Chery J1 or a Renault Clio?

There! It does at least create the "reputable well-known brand" as opposed to the no-name crudbox. :)


They are well known brands, but not because of F1.


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#52 Clatter

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Posted 21 March 2013 - 14:21

Well that is more coming from racing attitudes. Road car marketing got more to do with infiltration to none racing customers, namely family members.

For the sport minded owners, or potential owners big name on formula one car is apparently a huge attraction to the brand awareness. This is the same to tyhe one that who cares the image on technology and winner's mentality. Formula One is huge winner's game, so no matter how less successful it might be, if you see Lotus name on the grid, Lotus owners will be happy.

But the price of the car is as such that sometime or quite often it needs consensus from the family members. It might be a smart choice from car maker's marketing department to focus on winning sympathy of family member on TV in the living room and the owner on special program or special magazines.

I assume for Lotus the opinion of family members are worth nothing as it is often the second car.
Infinity is setting up business and stimulating Nissan owners to give superior identity to mass car maker Renault. Therefore Renault do not like that big Infinity logo is on the RBR. Renault will not allow Infinity to badge Renault engine on the RBR as Infinity. But the logo will do the work.

I got to say that neither Ferrari nor Lamborghini has TV ads necessary.


I can only assume that there is some truth to that otherwise no one would bother to sponsor a team, but I have done straw polls in the past from my circle of friends, some F1 fans, some not. And the only thing any of them have bought because of F1 is team merchandise. None of them have chosen cars or any other related products because the manufacturer is involved in F1.

#53 One

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Posted 21 March 2013 - 14:23

I can only assume that there is some truth to that otherwise no one would bother to sponsor a team, but I have done straw polls in the past from my circle of friends, some F1 fans, some not. And the only thing any of them have bought because of F1 is team merchandise. None of them have chosen cars or any other related products because the manufacturer is involved in F1.


I wonder if some of them have either Ferrari or Lotus, or even Renault Megane RS?
Those guys who get one of those are surely influenced by Formula One activities?

#54 Clatter

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Posted 21 March 2013 - 14:30

I wonder if some of them have either Ferrari or Lotus, or even Renault Megane RS?
Those guys who get one of those are surely influenced by Formula One activities?


None have or have had Ferrari's. None to my knowledge have ade a Megane RS, but they have had Renaults. 2 have had Lotuses in the past. Both of them bought them because at the time they were into sports cars and liked the styling of the Lotus. Prior to that they had had other sports cars that had no F1 involvement at all IE Triumph TR's. So no I don't believe their choice of car was in anyway influenced by F1.

#55 Sakae

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Posted 21 March 2013 - 14:59

No I don't. I am not fooled in anyway into thinking there is any connection between the race team and the road going cars. Just as I don't see any connection between the tyres used by F1 and the road going ones, other than the colour. I have never bought a car, tyres, oil etc. etc. because of a perceived connection to F1.

I have no doubt that's what you wish to believe, but there is probably difference between a rational thought, and subconscious impulses. Not everyone, all the time is behaving rationally like you. Marketing and Sales will take care for you of your thinking... :D

#56 One

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Posted 21 March 2013 - 16:06

None have or have had Ferrari's. None to my knowledge have ade a Megane RS, but they have had Renaults. 2 have had Lotuses in the past. Both of them bought them because at the time they were into sports cars and liked the styling of the Lotus. Prior to that they had had other sports cars that had no F1 involvement at all IE Triumph TR's. So no I don't believe their choice of car was in anyway influenced by F1.


I can agree with your statement.

But the thing of Branding is as such that history or legacy appears somewhere back of their mind. I am assuming that, the owner of Lotus had heard of ACBC in 70th and so on... But perhaps nothing to do with current ad nor F1 involvement...

Narrative goes beyond images...

#57 Clatter

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Posted 21 March 2013 - 17:20

I can agree with your statement.

But the thing of Branding is as such that history or legacy appears somewhere back of their mind. I am assuming that, the owner of Lotus had heard of ACBC in 70th and so on... But perhaps nothing to do with current ad nor F1 involvement...

Narrative goes beyond images...


Nope. If anything he liked it after seeing it in a James Bond film.

#58 BRG

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Posted 21 March 2013 - 17:54

All over the TV here and they are just ****ing DREADFUL ads .... i cannot believe how bad they are.

It seems that Infiniti are sparing us here in the UK.

Of course, their decision not to advertise might have something to do with the fact that they have only sold penny numbers of cars here. The two perhaps go hand in hand. But do they have rotten sales figures because they don't advertise, or do they not advertise because they don't sell enough to warrant it?

Edited by BRG, 21 March 2013 - 17:55.


#59 Alfisti

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Posted 21 March 2013 - 18:00

I couldn't think of a worse market than UK for infiniti to work in. Your market is too crowded and their engines are too big/thirsty for your tax/rego system. Their product is aimed squarely at the US buyer.

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#60 Fastcake

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Posted 21 March 2013 - 18:01

It seems that Infiniti are sparing us here in the UK.

Of course, their decision not to advertise might have something to do with the fact that they have only sold penny numbers of cars here. The two perhaps go hand in hand. But do they have rotten sales figures because they don't advertise, or do they not advertise because they don't sell enough to warrant it?


Unfortunately they haven't been, I've seen the Vettel Infiniti adverts on Sky Sports F1. I have to say, I had never heard of the brand prior to their F1 involvement, which probably proves the sponsorships paying off to some degree, but now that they've plastered Vettel's face on my TV I hope never to see one again. :p

#61 Atreiu

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Posted 21 March 2013 - 18:46

Who is Infinity?

#62 ApexMouse

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Posted 21 March 2013 - 18:52

Nissan version of Lexus, that for some reason got the skyline models for two generations before they decided to make a proper one again. Mainly for US market.
Largely produce barges of no interest to anyone.

#63 Atreiu

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Posted 21 March 2013 - 18:55

Lexus, bah.

Thanks.

#64 Alfisti

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Posted 21 March 2013 - 18:57

Largely produce barges of no interest to anyone.


Sort of. The G35 coupe was an awesome car, won everything over here and sounds brilliant if one drives by on the street. They had a nice line up maybe 5 years back but the current crop is ****ing hideous.

#65 Owen

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Posted 21 March 2013 - 19:02

Sort of. The G35 coupe was an awesome car, won everything over here and sounds brilliant if one drives by on the street. They had a nice line up maybe 5 years back but the current crop is ****ing hideous.

Hideous, expensive and not very good. No wonder nobody is buying them.

#66 stanga

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Posted 21 March 2013 - 20:18

They do a luxury 4x4.

I'll stick with Land Rover.