Aston Martin Commemorates 110th Anniversary With A Unique Logo On Its New Formula One Car

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.