And while that commitment to racing is a passion, especially for Aston Martin’s Executive Chairman, Lawrence Stroll, it’s also one validated by market research. 96% of customers feel the brand’s presence in F1 made them more likely to consider the brand, indeed data shows that 72% of Vantage F1 Edition owners are new to Aston Martin.
“110 years on from Aston Martin’s foundations on track, 2023 promises to be one of the most exciting years in our rich history, both on the track for the Aston Martin Aramco Cognizant Formula One Team and on the road with Aston Martin’s ever-expanding line-up of stunning high performance models.
“At a time when the sport is enjoying tremendous popularity worldwide, the return of Aston Martin to Formula 1 has been transformative for the brand and our product image, with market research highlighting its impact not just on our awareness, but also our consideration amongst a new generation of customers. F1 is reinjecting performance DNA to Aston Martin, a factor of our strategy that will further increase with the team’s new cutting-edge campus at Silverstone and our desire to compete at the highest level of the sport.” Said Stroll of the racing commitment.
The 535PS Vantage F1 Edition will also continue to win new customers and roar of the production line in 2023. In 2021 it became the first production model to be adorned with the F1 logo and was showcased as the Official FIA Safety Car of Formula 1.
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.