Japanese prestige brand Infiniti reports that UK consumer awareness of its brand is on the increase as its franchised network continues to grow.

Since arriving in the UK in October 2009 it has built a network of six showrooms, with three more to follow by September in Norwich, Southampton and St Albans.

And independent brand tracking shows an increasing awareness of the Infiniti brand, from 51% in 2011 to 64% in 2012.

“Formula One as well as other hugely popular events such as the Goodwood Festival of Speed has significantly raised awareness of the brand in the UK. With further involvement in Formula one as well as the launch for Q50, we expect another significant increase of the brand equity over the next 12 months,” said Jean–Pierre Diernaz, Infiniti's marketing director for Europe.

UK sales have risen slowly but steadily, with 2012's 530 units a 38.7% increase on the previous year. Registrations in Q1 2013 faltered, according to data from the Society of Motor Manufacturers and Traders, with a 16.7% fall, or 24 fewer cars, compared to Q1 2012.

The all-new Q50 was first shown in Europe at the Geneva Motor Show in March this year and is currently being presented at each Infiniti Centre throughout April, some five months ahead of its arrival.