Infiniti is going to try and boost its street cred via a noble and exciting cause in 2015 - it will enter a 'not for profit' race team into the British Touring Car Championship (BTCC) next season.
Running two NGTC Q50 race cars will be Infiniti Support Our Paras Racing, with the aim of the outfit to specifically help raise awareness and funds for Support Our Paras, a regiment of the British Army.
The team will be overseen by Team Principal Derek Palmer and will consist of a number of injured paratroopers, who will work on the cars to prep them for race weekends and keep them tip-top for the demanding rigours of a full season in BTCC.
Longer term, the idea is to have an injured paratrooper driving in the BTCC, having worked their way through the Infiniti racing ranks.
For 2015, the Q50s will be driven by Richard Hawken and Derek Palmer Jnr, both of whom have raced in Super Touring Cars in recent years.
All profits generated by the Mallory Park team will be donated to the Support Our Paras charity.
Anything else?
"We've set ourselves a number of significant but achievable targets," said Palmer. "Of course we are aware of the challenges ahead of us, but with the united forces of The Paras and Infiniti, we believe we have the power to deliver results in the BTCC."