Aston Martin’s 110 years of iconic intensity on the track will be celebrated throughout the 2023 FIA Formula One World Championship season, with a special anniversary logo revealed today to mark the ultra-luxury manufacturer’s milestone.
Unveiled for the first time on the nose of the new AMR23 challenger set to compete this season by renowned driver Lance Stroll and two-time F1 world champion Fernando Alonso, the ‘Iconic 110 Years’ crest features Aston Martin’s famous wing mark. , which was reimagined in 2022 as part of a bold new creative identity to match the future direction of the brand.
The 110th anniversary will take place throughout 2023, and Aston Martin’s home Grand Prix at Silverstone will be a special celebration of the British manufacturer’s past, present and future.
2023 promises to be a monumental year for Aston Martin, with the brand embracing its new era of high-performance, ultra-luxury by launching the first of its next generation of sports cars.
The year will also see the first phase of construction completed on the new 400,000 sq ft (37,000 m2) Aston Martin Aramco Cognizant Formula One Team F1 campus at Silverstone, which hosted today’s team launch and will spur further collaboration. technology between careers. and road into the future with the creation of a state-of-the-art wind tunnel and simulation facility, scheduled for completion by the end of 2024, which has the potential to be used by Aston Martin Lagonda when developing its high-performance products.
The brand’s presence at the pinnacle of motorsport is a key pillar of Aston Martin’s performance brand and product strategy, with new market research revealing that Formula 1® is connecting Aston Martin with an engaged audience and increasing consideration in key markets.
With the sport enjoying record popularity around the world, research indicates that more than 89% of Aston Martin customers worldwide are now interested in Formula 1, while in Aston’s largest commercial market Martin in the United States, which will host three Grands Prix for the first time this season. , 96% of customers feel that Aston Martin’s presence in F1 made them more likely to consider the brand.
More than 92% of customers also highlighted that the brand’s high-profile presence on the track is amplifying Aston Martin’s high-performance and technological credentials, as well as making the feeling of driving an Aston Martin even more exciting.
Lawrence Stroll, Aston Martin Chief Executive, said:
“110 years following Aston Martin’s founding on the track, 2023 promises to be one of the most exciting years in our rich history, both on the track and for the Aston Martin Aramco Cognizant Formula One Team. and on the road with Aston Martin’s ever-expanding lineup of impressive high-performance models.
“At a time when the sport is enjoying enormous popularity around the world, Aston Martin’s return to Formula 1® has been transformative for our brand and product image, with market research highlighting its unrivaled impact. only in our conscience, but also in our regard among a new generation of customers.
F1 is reinjecting performance DNA into Aston Martin, a factor in our strategy that will be further enhanced by the team’s new state-of-the-art campus at Silverstone and our desire to compete at the highest level of the sport.”
The 2023 season will continue to see the highly desirable Vantage F1 Edition roar at the Gaydon sports car production facility.
The 535PS high-performance car, which in 2021 became the first production model to be adorned with the F1 logo, has been highly successful since its introduction as the FIA’s Official Safety Car in Formula 1, a a role that he will play once more in the best circuits in the world. this season together with the DBX medical car.
Data shows that 72% of Vantage F1 Edition owners are new to the Aston Martin brand, further demonstrating the positive impact that Aston Martin’s global presence in the sport is having on brand appeal and attractive to new customers.
The Aston Martin Aramco Cognizant Formula One Team kicks off the 2023 FIA Formula One World Championship™ season at the Gulf Air Bahrain Grand Prix on March 5, 2023.