Aston Martin’s iconic Racing Green color has officially been selected as the most popular color among new car buyers.
As the motorsports world turns its attention to Bahrain for the first Grand Prix of the 2024 F1® season, newly reported retail data indicates that approximately 1 in 4 (24%) of Aston Martin customers are choosing one of the brand’s nine exclusive green colors for their dream cars.
The official Aston Martin Racing Green color has surpassed traditional popular colors such as Xenon Gray and Magnetic Silver to claim the top spot.
First showcased by Aston Martin in 2021 to celebrate its return to the pinnacle of motorsport, the Racing Green color captured immediate popularity from high-end consumers. In the 12 months following Aston Martin’s return to the grid, this color accounted for about 7% of new car orders, showing steady growth each year. To date, the proportion of new cars delivered in the official Aston Martin Racing Green color stands at 12%, nearly double that of the second most popular exterior option, Xenon Gray (6.8%).
During last year’s season opener in Bahrain, Fernando Alonso’s historic first podium for the Aston Martin Aramco Formula One team led to a 29% increase in website traffic.
The team, which started the 2023 season energetically, played a significant role in the surge of customer orders for Aston Martin sports cars in Racing Green in April 2023.
Marco Mattiacci, Aston Martin’s Chief Brand and Commercial Officer, stated, “Aston Martin, born from racing, is proud to communicate its luxury and performance at the pinnacle of motorsport, now 111 years later, alongside its passionate community.”
He added, “Thanks to our presence on the grid, we’ve elevated the brand to a global stage and captured the imagination of more loyal new customers than ever, painting more vehicles in green. Just as James Bond made the Silver Birch color synonymous with the DB5 and, more broadly, the brand, Aston Martin’s success on the track now has customers thinking of Aston Martin Racing Green first when considering purchasing a vehicle.”
Bolstered by Aston Martin’s prominent F1® symbolic color and revamped brand identity, demand for various green colors across its high-performance product portfolio is surging.
Aston Martin has now expanded its core color palette from four colors offered before its F1® return in early 2021 to nine green colors. For discerning customers looking for more unique color options, the Q by Aston Martin bespoke division supports customers in specifying their vehicles in 30 distinct green colors, as well as offering sample-matching capabilities for those desiring something even more special.
Following the success of the Aston Martin Aramco F1® team, which secured 8 podiums and 280 championship points in 2023, F1®’s global platform is attracting a new type of customer to Aston Martin. It was reported that 72% of buyers of the Racing-Inspired ‘Vantage F1® Edition’ model released in 2021 were new to the Aston Martin brand. According to market research, 88% of luxury car buyers are interested in F1®, indicating a high likelihood of purchasing an Aston Martin. Additionally, 98% of customers in Aston Martin’s largest market, the United States, confirmed that their connection to F1® made driving their vehicles more enjoyable.
In the 2023 season, Aston Martin witnessed a 20% increase in online quote requests sent to dealers on race weekends compared to non-race weekends. This significant growth is attributed to Aston Martin being the first manufacturer to allow customers to digitally specify their dream cars at the Silverstone F1® pit garage and Las Vegas Grand Prix circuit.
Aston Martin’s iconic association with the color green began decades ago with the traditions of motorsport, where each team raced in their national colors, or in the case of British manufacturers, the color known as British Racing Green. Since then, Aston Martin race cars have participated in races in various shades of green, and have now settled into the familiar Aston Martin Racing Green, adorning every F1® car on the grid in that color.
Meanwhile, to strengthen the synergy between road and track, Aston Martin boldly launched the new Vantage sports car and Vantage GT3 race car on the same day ahead of their debut at the Gulf Air Bahrain Grand Prix earlier this month.
Lee Sang-jin daedusj@autodiary.kr