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Assessing Sebastian Vettel's first 100 days as Infiniti's director of performance

Whenever a new US president is elected, we know to expect a performance review as soon as he (or she) has spent 100 days in office. Sebastian Vettel, arguably given a job that is more important to Infiniti than the US president, has been the brand's director of performance for one hundred revolutions of The Blue Marble, and Infiniti has put together a videographic glimpse of his work at Paul Ricard, in the US and England.
We probably won't really get a grip on the full results of his efforts for a while - we doubt that he's been in his post long enough to significantly alter the trajectory of the Q50 sedan, for instance. But then again, Infiniti insists he's been integral to the car's dynamics development regime, suggesting he's been working as a test driver for some time before these 100 days. Of course, Vettel is a race car driver and brand ambassador first and foremost, but when he tells a Q50 engineer that "For the future, I think it's more comfortable to have the shift paddles on the steering wheel," we get the sense that he won't hesitate to suggest changes in forthcoming products. Check out more of his inputs in the video below as well as a press release detailing his visit to the tech center in Cranfield, UK.

Infiniti hires Sebastian Vettel as Director of Performance

Remember when, during the Grand Prix of the Americas weekend last November, we told you that Sebastian Vettel had worked with Infiniti on the new G Coupe and that there'd be more of that kind of involvement on the way? It's been made official with the three-time Formula One World Champion being named Infiniti's Director of Performance.
Although the announcement is fresh, Vettel's time on the job isn't, Infiniti saying that Vettel went to Japan, the Nürburgring and the Circuit de Catalunya to assist in the development of the Q50 sedan.
When we spoke to Andreas Sigl, the man in charge of Infiniti's F1 collaboration with Red Bull, about the tie-up he had also said, "Like Mercedes has AMG and BMW has M - whether it's called IPL or not - we want to have something in that space." If the brand is still serious about that, Vettel's chops could help them deliver the kind of performance they'd need as upstarts to challenge the ringleaders of that particular hi-po circus.

Infiniti gets boiled down to four P's: Performance, passion, precision, provocation

So then we asked, "Well, what does that mean?"
We met Andreas Sigl, the global director of Infiniti's Formula One involvement (that's him above on the right), at the US Grand Prix in Austin last year, and our questions to him were aimed at understanding what Infiniti was doing and where it intended to go. In spite of regard for its products and increased sales, few outside - and even inside - Infiniti seemed to have a clear idea of what the brand stood for.