The ‘110 Iconic Years’ crest features Aston Martin’s renowned wings marque and will be front and centre on the nose of driver’s Lance Stroll and Fernando Alonso’s AMR23 F1 cars
To look at the brand’s sculptured road cars and the technology beneath the skin of their AMR23 F1 car for the forthcoming season, it’s easy to forget Aston Martin’s long and storied history in earliest stages of motorsport. The marque’s 110th anniversary will be celebrated throughout 2023, with Aston Martin’s home Grand Prix at Silverstone seeing a special celebration of the British manufacturer’s past, present and future.
Founded in 1913, Aston Martin’s 110 years has been interlaced with racing from the beginning with company founders, Lionel Martin and Robert Bamford avid competitors at the Aston Hill climb.
The brand’s rich heritage and racing pedigree will be celebrated throughout the 2023 FIA Formula One World Championship season, with a special anniversary logo to mark the ultra-luxury manufacturer’s milestone.
The ‘110 Iconic Years’ crest features Aston Martin’s renowned wings marque and will be front and centre on the nose of driver’s Lance Stroll and Fernando Alonso’s AMR23 F1 cars. The familiar Aston martin crest was subtly redesigned in 2022 as part of a bold new creative identity.
With the new logo comes new prospects and 2023 promises to be a monumental year for Aston Martin. The brand is embracing its new era of high-performance and ultra-luxury offerings and this will culminate in the first of Aston Martin’s next generation sports cars.
The year will also see increased commitment to F1. The first phase of construction of the Aston Martin Aramco Cognizant Formula One Team’s new state of the art 400,000 square feet (37,000m2) F1 campus at Silverstone, is due to be completed and will drive further technological collaboration between race and road in the future. The facility will also be home to a cutting-edge wind tunnel and simulator facility, set for completion at the end of 2024. An asset developers of Aston Martin’s road cars will also benefit from.
And while that commitment to racing is a passion, especially for Aston Martin’s Executive Chairman, Lawrence Stroll, it’s also one validated by market research. 96% of customers feel the brand’s presence in F1 made them more likely to consider the brand, indeed data shows that 72% of Vantage F1 Edition owners are new to Aston Martin.
“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.
“At a time when the sport is enjoying tremendous popularity worldwide, the return of Aston Martin to Formula 1 has been transformative for the brand and our product image, with market research highlighting its impact not just on our awareness, but also our consideration amongst a new generation of customers. F1 is reinjecting performance DNA to Aston Martin, a factor of our strategy that will further increase with the team’s new cutting-edge campus at Silverstone and our desire to compete at the highest level of the sport.” Said Stroll of the racing commitment.
The 535PS Vantage F1 Edition will also continue to win new customers and roar of the production line in 2023. In 2021 it became the first production model to be adorned with the F1 logo and was showcased as the Official FIA Safety Car of Formula 1.
The Aston Martin Aramco Cognizant Formula One Team begins the 2023 FIA Formula One World Championship season at the Gulf Air Bahrain Grand Prix on 5 March 2023.
