Unveiled for the very first time on the nose of the new AMR23 challenger to be raced this season by established driver Lance Stroll and two-time F1 World Champion Fernando Alonso, the "110 Iconic Years" crest features Aston Martin’s renowned wings marque, which was redesigned in 2022 as part of a bold new creative identity to match the brand’s future direction.
The 110th anniversary will be
celebrated throughout 2023, with Aston Martin’s home Grand Prix at
Silverstone seeing 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 and ultra-luxury by unleashing the first of its next
generation of sports cars.
The year will also see the first phase
of construction completed on the Aston Martin Aramco Cognizant Formula
One Team’s new state of the art 400,000 square feet (37,000 m2) F1
campus at Silverstone, which hosted today’s team launch and will drive
further technological collaboration between race and road in the future
with the creation of a cutting-edge wind tunnel and simulator facility,
set for completion at the end of 2024, that holds the potential to be
utilised 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 brand and performance product strategy,
with new market research revealing that F1 is connecting Aston Martin
with an engaged audience and raising consideration in key markets.
With
the sport enjoying record popularity worldwide, research indicates more
than 89% of Aston Martin customers globally are now interested in F1,
whilst in Aston Martin’s largest commercial market of the United States,
which will host three Grand Prix for the first time this season, 96% of
customers feel 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 on-track presence is amplifying Aston Martin’s
high-performance and technological credentials, as well as making the
feeling of driving an Aston Martin even more exciting.
The 2023
season will continue to see the highly desirable Vantage F1 Edition roar
off Gaydon’s sports car production facility. The 535 PS performance
car, which in 2021 became the first production model to be adorned with
the F1 logo, has been a huge success since its introduction as an
Official FIA Safety Car of Formula 1, a role it will fulfill on the
world’s greatest circuits again this season alongside 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 its brand
desirability and appeal to new customers.
The Aston Martin Aramco
Cognizant Formula One Team begins the 2023 FIA Formula One World
Championship season at the Gulf Air Bahrain Grand Prix on 5 March 2023.
