Formula One World Champion deepens his involvement with Infiniti.
We see news all the time of automotive industry executives getting hired, fired, promoted, transferred… most of it isn’t of much interest to the average enthusiast, but this latest hire isn’t an executive. He’s an F1 driver. World champion, as a matter of fact. But Infiniti hasn’t hired him to drive. They’ve signed Sebastian Vettel as its Director of Performance. The announcement is the latest in a ramping-up of collaboration between the Infiniti on the one hand and Vettel and his Red Bull Racing team on the other.
Infiniti has been sponsoring the Red Bull team for a few years now, officially rechristening the squad as Infiniti Red Bull Racing for this season. But as if that partnership weren’t enough, the Japanese brand also sponsors the team’s star driver directly, this official title formalizing the collaboration. Just what a "director of performance" does, we don’t know, but the trend among fashion labels lately is to "hire" celebrities as their creative directors. Infiniti says Vettel is already involved in testing and developing new models, and that the new role will further enhance that involvement.