Aston Martin celebrates 110th anniversary with reveal of special logo on AMR23 F1 car

Aston Martin’s 110 years of iconic on-track intensity will be celebrated throughout the 2023 FIA Formula One World Championship season, with a special anniversary logo revealed today to mark the ultra-luxury manufacturer’s milestone.

Unveiled for the very first time on the nose of the new AMR23 challenger to be raced this season by established driver Lance Stroll and two-time F1 World Champion Fernando Alonso, the "110 Iconic Years" crest features Aston Martin’s renowned wings marque, which was redesigned in 2022 as part of a bold new creative identity to match the brand’s future direction.


The 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.

2023 promises to be a monumental year for Aston Martin, with the brand embracing its new era of high-performance and ultra-luxury by unleashing the first of its next generation of sports cars.

The year will also see the first phase of construction completed on the Aston Martin Aramco Cognizant Formula One Team’s new state of the art 400,000 square feet (37,000 m2) F1 campus at Silverstone, which hosted today’s team launch and will drive further technological collaboration between race and road in the future with the creation of a cutting-edge wind tunnel and simulator facility, set for completion at the end of 2024, that holds the potential to be utilised by Aston Martin Lagonda when developing its high performance products.

The brand’s presence at the pinnacle of motorsport is a key pillar of Aston Martin’s brand and performance product strategy, with new market research revealing that F1 is connecting Aston Martin with an engaged audience and raising consideration in key markets.

With the sport enjoying record popularity worldwide, research indicates more than 89% of Aston Martin customers globally are now interested in F1, whilst in Aston Martin’s largest commercial market of the United States, which will host three Grand Prix for the first time this season, 96% of customers feel Aston Martin’s presence in F1 made them more likely to consider the brand. More than 92% of customers also highlighted that the brand’s high-profile on-track presence is amplifying Aston Martin’s high-performance and technological credentials, as well as making the feeling of driving an Aston Martin even more exciting.

The 2023 season will continue to see the highly desirable Vantage F1 Edition roar off Gaydon’s sports car production facility. The 535 PS performance car, which in 2021 became the first production model to be adorned with the F1 logo, has been a huge success since its introduction as an Official FIA Safety Car of Formula 1, a role it will fulfill on the world’s greatest circuits again this season alongside the DBX medical car.

Data shows that 72% of Vantage F1 Edition owners are new to the Aston Martin brand, further demonstrating the positive impact that Aston Martin’s global presence in the sport is having on its brand desirability and appeal to new customers.

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.



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