Red Bull are trying to increase their presence and position in the United States market through Formula One races planned in the country.
In recent months, the Milton Keynes based outfit had ran various demonstrations in the US, notable of which was their marketing of the Austin Grand Prix to be held in November of this year.
Red Bull recorded a promotional video for the Austin Grand Prix which shows Sebastian Vettel driving on the track which was still largely comprised of dirt at the time.
Moreover, Vettel also took the opportunity to drive on the future New Jersey circuit and was also a guest on the David Latterman show.
Sports and energy drinks are a very large and competitive market in the US, hence any additional promotion resulting in increased brand familiarity through Formula 1 will be of aid to Red Bull.
In addition to Vettel’s involvement in the promotion, former F1 driver David Coulthard drove a Red Bull F1 car in New Jersey to promote the Grand Prix of America 2013, during which the Red Bull mechanics made the engine of the car play the American national anthem.
None of the other F1 teams have been in the US as frequently or been involved as deeply in promotion as Red Bull and it is not hard to see why – Red Bull will not only be more recognizable in the US but they will also gain some experience and insights into both new tracks and their conditions.
