Can you have too much of a good thing? Yes, according to Andy Palmer, sales and marketing boss of Red Bull sponsor Infiniti, responding to a question asked by Autocar about Sebastian Vettel steamrolling the opposition into oblivion this season.
“It’s a fact that we are in F1 to gain awareness of our brand, and that’s all about getting eyeballs on screens,” he said. “From that point of view you could say Sebastian has been too successful. Wrapping up the championship with four races to run is maybe not good news for us from that perspective.”
Palmer went on to say that Infiniti was taking a long-term view and it’s clear that being associated with such success can be doing Nissan’s premium brand no harm at all. But would he rather Vettel won the title in a season-closing showdown that put millions of extra bums on seats all looking as his livery? You bet he would.