Infiniti had long term difficulties with self-identification. Even the chief designer of the brand, Hiroshi Hasegawa, could not clearly explain the company’s design philosophy. Andreas Siegel, on the other hand, has a long practice in this difficult matter, he was the head of marketing communications, and later managed the department of \"Global brand innovation and experimentation.\" Here are some questions and answers we managed to get from him.

How much money is invested in the Infiniti Formula 1? Andreas Siegel: What is important is the value, not the price. We don’t see it like spending – it’s a sort of investment. We invest in the product, dealer network - and untwist the brand on a global level. We spend a lot, but the money in any case would have been invested in advertising on TV or in the press or elsewhere. Would you prefer exact numbers? Ok, in the first year we got media feedback with the equivalent of 250 million dollars, second season got us 339 million, so yes, it is an investment rather than spending. And now we have a good chance of becoming the most advertised brand in the sport. Formula 1 just happens to be one of the most effective advertising tools of a planetary level.

We constantly monitor performance and have increased the budget twice, because we see that it works. And we do not call it a sponsorship. Being a sponsor is like paying for sex. Instead, we have a team of Red Bull Racing (RBR) partnership. And today Infiniti is a title partner (contract was further extended) and in addition to that, also the technical partner.

RBR has about 400 engineers, and we have offered our resources in the form of 19,000 designers. Adrian Newey (chief designer of the RBR. - LS) has already been to Nissan\'s technical center in Attsugi (with 10 thousand workers). And Christian Horner (head of the RBR. - MP), was brought to American Technical Center in Farmington Hills, employing 1,100 engineers - Horner could only dream about something like that and his dream became a reality.