Credit to Infiniti, it's remarkably persistent. Nissan's premium brand hasn't yet enjoyed significant success in the UK, arriving in the UK just prior to a financial crisis without a competitive diesel and even now not making the inroads it perhaps expected.
A touring car that's a four-door saloon? Superb!
So Infiniti is now pursuing an alternative marketing path. With a racing car. No
digital steering
, no hybrid, just a slicks 'n' spoilers special four-door bashing at Britain's best race circuits. Who said the old methods couldn't cut it?
And it has to be said, the Q50 Next Generation Touring Car looks brilliant. Isn't it nice to just see a four-door saloon touring car? Like the good old days and that. Given the Haymarket partnership there should be a PH sticker on the car somewhere with the Autocar and What Car? logos but there's time before the start of the season. Even in its current fairly minimalist livery the Q50 ticks all the right touring car boxes for visual drama.
Just as intriguing as the car itself is Infiniti's team set up for its BTCC campaign. The 'Infiniti Support Our Paras Racing' team will be a not for profit organisation raising awareness and funds for the 'Support Our Paras' charity. The organisation is a new amalgamation of Parachute Regiment Afghanistan Trust and the Parachute Regiment Charity, the two main Parachute Regiment charities. The team will feature a number of injured paratroopers working on the cars over a race weekend.
And it's for a good cause as well
The Support Our Paras racing team is independent but backed by Infiniti. Two cars will compete in next year's championship driven by Richard Hawken and Derek Palmer Junior. Derek Palmer Senior is Team Principal and said of the announcement: "Of course we are aware of the challenges ahead of us but... we believe we have the power to deliver results in the BTCC."
Infiniti too is predictably keen about having a go at motor sport in the UK. North Europe Regional Director Steve Oliver said: "To have an Infiniti on the starting grid in the BTCC next year will be an exciting event on its own, but to have the car represent the Parachute Regiment's main charity makes it exceptionally worthwhile".
All very worthy and laudable. Moreover, to have another car on the BTCC grid has to be good news for motorsport fans. What will a BTCC campaign do for Infiniti's image in the UK?Does motorsport still sell cars in the showroom? We'll find out in 2015.