It's the season again. it is perhaps the most anticipated time of the year for us as there'll be tours from the manufacturers and this year is no exception but has come as a surprise as it was not any brand that we've been familliar with locally. It was from Infiniti, which was only officially introduced here in Malaysia yesterday.
This is Jason Campbell, part of the Infiniti Performance Team, a veteran in the F1 game for decades, was kind enough to guide us through today's tour while introducing the Infiniti brand for the Malaysian market in brief.
When asked about the health of the Malaysian market with regards to Infiniti latest entrance here,
Jason: Malaysia is one of the key markets in South East Asia for the Infinity luxury car brand and is also a perfect testbed for for developing Infiniti's growth strategy, through partnerships locally. Like the recent Infiniti penetration into Jakarta as well as China for example have got 5 new dealerships opening throughout this year right up till Christmas.
What makes the Infiniti experience so unique
Jason: Starting from the first time you step into the Infiniti showroom, it's like a boutique themed hotel, where the customer can get a look and feel of the particular model from start to finish. With total care and consideration in mind in terms of product specifications, where customers are assured that the car they choose would have already been fully specced from the factory and will be as competitive with the likes of BMW and Audi without the need to tick the extra options, providing that competitive difference from other makers in the marketplace.
The Formula One Paddock Club Access.
Special Thanks to Alice and Alan from ETCM for the hospitality
Part of the tour group for today
Jason continues to provide the F1 insights for 2011
A tour group from DHL
Andreas Sigl, Global Director for Infiniti Formula One and Infiniti Business Unit. A truly inspiring person in real life, with facts and figures at his finger tips, perfect for leading the Infiniti Brand.
David Coulthard pops by to say a few words, he also mentions about his latest commitment to F1 not as a driver anymore but as a consultant to Red Bull Racing and ambassador for Mercedes-Benz. He adds, "At a certain point in a driver's career, he/she should know when to stop and to embark on new and better challenges"
We were also given a no-photos-allowed tour behind the scenes of the team, with access to the teams' radio as Vettel and Webber return from their practice and shares their feedback with the engineers. Both Vettel and Webber were having issues with the car oversteering today throughout practice which could be due to set up or the new Pirelli tyres.
Vettel's Car and Crew. Busy busy busy. An F1 car is never finished. Continuous adjustments are done throughout practice.
This is Webber's, no difference here. Check out the new KERS system
He don't look too happy holding the sign since morning.
Even something as dry-ice is a valuable, multi-purpose temperature aid for the Teams.
Used in the pits for cooling anything from water, to the brakes and sometimes the crew
The amazing view from the Formula One Paddock Club
Wouldn't it be nice if these amazing touches were a permanent fixture at Sepang?
Andreas Sigl talks about Infiniti's new brand building effort with the Adeyaka brand magazine. It is the only publication from the Automotive sector to win the Gold and Silver "Oscars", available in both print and online (www.adeyaka.com).
When asked what sort of customers Infiniti is looking to attract, Andreas says, "We've coined the term, "Quiet Rebels" where these younger executives, are rebellious in their behaviour, who don't want to follow the mainstream crowd wanting a BMW/Audi/Mercedes, but a choice that they want to make for themselves.
A bespoke Card Holder by Yamaha and Infiniti, made with wood and aluminium through special and intricate process by Yamaha. Another example of the various strategic collaborations between Infiniti and their partners
Andreas says, "Infiniti's new collaboration with Red Bull Racing gels perfectly with both the entities' attitude towards doing things different from the norm. Where Infinity cars are really meant for the "Quiet Rebels" who are avoiding the luxury cliche and looking for something individual and as for Red Bull, their ever-fresh approach at F1, not conforming to the usual corporate practice.
Girls + Cars = Formula One. Wrong way to the car park though, girls.
