Aston Martin owner Lawrence Stroll says his team has a “serious ambition” to open itself up to fans in new ways following its rebranding.
“[The] team will bring a new attitude and energy with it, expanding our appeal beyond the existing core and casual Formula 1 fans,” said Stroll. “Whether it’s results on the racetrack, expanding our presence in emerging platforms like Esports, or delivering exciting new activations, we want to make people sit up and take notice.”
Aston Martin’s presence in F1 is key to broadening its appeal, Stroll explained. “Everyone knows what Aston Martin stands for but the Formula 1 team will allow us to take the essence of the brand to new places, building on the strong foundations laid by the previous iterations of the team.
“We want to talk to new and wider audiences, engaging them not just with the team but with Formula 1 itself. We’re taking an organisation filled with experienced, passionate racers and combining that with an aspirational lifestyle brand. The aim is to appeal to the next generation of fans as well as the hardcore followers, bringing new ideas, energy and attitudes in the process.”
Social media will form a key part of their efforts to engage with fans, said Stroll. “I want them to know that we want to bring them right into the heart of this team and our journey. That might sound like a platitude, but I can assure you it’s a serious ambition that has been the focal point of a huge amount of work over the past 12 months.
“We are investing in everything we do – especially in areas such as social media to tell this wonderful story. We want this to be a team for everyone – reaching out beyond the sport but remembering the dedicated fans that have brought us to where we are today.
“To achieve that we’ll need to think outside of the box – and I’m hoping everybody will see us doing just that with a fresh and modern identity for the Aston Martin Cognizant Formula 1 Team.”
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