The 110-year logo is placed front and center.
Aston Martin has revealed a new logo on the front of its AMR23 Formula 1 car that celebrates the company's 110th anniversary. The race car, which will be piloted by Lance Stroll and two-time Formula 1 champion Fernando Alonso, features a crest that says '110 iconic years' with Aston Martin's historic wings marque.
It is another piece of the year-long celebrations the company has planned that will also see the introduction of limited edition models like the DBS 770 Ultimate and the company's next generation of sports cars. On top of this, the F1 team is doing everything it can to improve on its seventh-place finish last year, including the construction of a new state-of-the-art, 400,000 square feet campus at Silverstone.
The brand has been pushing a new image as an unparalleled British automaker, and a big part of this will be securing more customers to make the company more profitable. Luckily, it seems its decision to re-enter F1 was the right one as the company is seeing greater engagement with its audience and a rising consideration in critical markets.
Part of this is because the sport as a whole is seeing record popularity worldwide, with the company's research suggesting that 89% of Aston Martin customers globally are interested in F1. One of the biggest markets is the US and viewership has shot up substantially in recent years thanks to the expansion of races here and things like Netflix's "Drive To Survive" series.
According to the company, 96% of US customers say Aston's presence in F1 has made them more likely to consider a vehicle. On top of this, 92% of customers have also said that inclusion in the sport has raised the company's high-performance and technological credentials too.
Now, it doesn't hurt that the company has used this technology by creating roadgoing cars like the Valkyrie and the upcoming Valhalla.
Not to mention, the company also says that 72% of Vantage F1 Edition cars are new to the Aston Martin brand. The Vantage became the first Aston Martin production model adorned with the F1 logo after the vehicle become the Official FIA Safety Car of Formula 1 in 2021, a role it will continue this year alongside the DBX medical car.
Lawrence Stroll, Executive Chairman of Aston Martin, said: "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."
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