Aston Martin has unveiled the ‘AMR23’ Formula 1 racing car adorned with a special logo to commemorate its 110th anniversary. The 2023 FIA Formula One World Championship, in which this vehicle will participate, is set to be a key event celebrating Aston Martin’s 110 years of success.

The Aston Martin 110th anniversary celebrations will be held in various forms throughout the year. Among these, the British Grand Prix at the home circuit of Silverstone will be a major event commemorating Aston Martin’s past, present, and future. Additionally, 2023 is expected to be a landmark year as Aston Martin introduces its next-generation sports cars, leading a new era of high-performance luxury vehicles.

This season, Aston Martin’s F1 team will be represented by formidable racer Lance Stroll and two-time World Champion Fernando Alonso. The 110th anniversary logo featured prominently on the front of the ‘AMR23’ employs a new ‘wing motif’ designed in 2022, reflecting Aston Martin’s bold and creative identity and direction.

Moreover, this year marks the completion of the first phase of the Aston Martin Aramco Cognizant Formula One Team’s F1 campus, boasting an area of 37,000m2 at Silverstone. This campus, which has also served as the launch site for the current F1 team, is set to be completed by 2024 and will feature cutting-edge wind tunnels and simulators, along with a space for technological collaboration between racing and regular vehicles. It is expected to contribute to the development of high-performance products within the Aston Martin Lagonda line.

As a leading name in motorsport, Aston Martin has reported positive responses in the market. A recent market survey found that Formula 1 serves as a crucial touchpoint for Aston Martin and the public, helping to enhance its market presence. Amidst the record popularity of racing sports worldwide, over 89% of Aston Martin customers expressed interest in Formula 1.

In the US market, which is the most active, three F1 Grands Prix are set to be held this season for the first time, with 96% of customers indicating that their interest in Aston Martin has grown due to Formula 1. More than 92% of customers believe that Aston Martin’s longstanding reputation in the automotive industry increases trust in its performance and technology, as well as enhancing their expectations for driving Aston Martin vehicles.

Aston Martin Chairman Lawrence Stroll remarked, “This year will be one of the most significant in Aston Martin’s 110-year history,” adding, “There is a heightened expectation across all areas, from the racing cars of the Aston Martin Aramco Cognizant Formula One Team to the high-performance road cars we will continue to showcase.”

He continued, “The decision to return to F1 in 2021, during a time of tremendous popularity for racing sports globally, has brought about a significant shift in the Aston Martin brand and product image. One market study suggests that this F1 return has influenced Aston Martin’s recognition and interest among the new generation of customers. The performance DNA that F1 has instilled in Aston Martin, alongside the cutting-edge F1 campus in Silverstone, will serve as a catalyst for future growth,” he emphasized.

The Aston Martin Vantage F1 Edition from the Gaydon center is also expected to be featured in the FIA Formula One World Championship. Launched in 2021, the Vantage F1 Edition, which boasts a maximum output of 535 horsepower and was the first to bear the F1 logo, achieved success as the official FIA Safety Car, and will be on circuit alongside the DBX medical car this year.

Among Vantage F1 Edition owners, 72% first encountered Aston Martin through its racing sports, illustrating how the brand’s global stature in racing positively affects brand affinity and customer acquisition.

On another note, the Aston Martin Aramco Cognizant F1 Team will kick off the 2023 FIA Formula One World Championship at the Gulf Air Bahrain Grand Prix on March 5, 2023.

In conclusion, this is an exciting year for Aston Martin as they celebrate their remarkable heritage while setting the course for future endeavors in the world of motorsport.

Written by: 이상진 daedusj@autodiary.kr