Aston Martin has announced on the 8th that it has been honored with the ‘Innovation Company Award’ at the King’s Award, which is awarded to British companies that embody innovation and sustainability.
Aston Martin employs a unique approach that combines handcrafted techniques with modern technology to create bespoke leather interiors. For the ultra-luxury sports car, the leather seats have been developed with beautiful finishes that meet aesthetic demands and innovative perforation and quilting technology for cooling purposes, which has also been patented. This exclusive technology from Aston Martin allows the creation of customized perforation suitable for intricate patterns that could not be achieved with existing tools, enabling the crafting of personalized Aston Martins tailored to individual customer needs.
Lawrence Stroll, Chairman of Aston Martin, expressed, “As a company dedicated to innovation, we are immensely proud to have the creativity of Aston Martin artisans and the quality of our custom interiors recognized through the King’s Award. This award highlights the unique composition of our ultra-luxury interiors and demonstrates the efforts of our production team to maintain the core functionalities of the seats while providing the highest level of personalized service.”
The ‘King’s Award,’ previously known as the ‘Queen’s Award,’ is the most prestigious business award in the UK. It was first established in 1965 during the reign of Queen Elizabeth II, and the name was changed to reflect King Charles III’s intention to continue the legacy of the Queen. Award-winning companies can use the King’s Award emblem for five years. Aston Martin has now received this honor for the third time since 1998.
Lee Sang-jin daedusj@autodiary.kr