F1 challenger unveiled
The Aston Martin Aramco Cognizant Formula One™ Team today proudly unveiled its 2022 FIA Formula One® World Championship contender, a century on from the ultra-luxury marque’s first entry into Grand Prix racing.
Revealed at the assembly plant at Gaydon, the AMR22 commemorates the centenary of the marque’s first Grand Prix. In attendance were three of the newest high performance road models in the Aston Martin range. The DBX707 was on show alongside the Valkyrie AMR Pro and the plug-in hybrid Valhalla.
Data from the last season suggests that brand awareness has grown since Aston Martin re-entered the Formula 1 arena, and website traffic increased by 15% on race weekends when compared with non race weekends. This increased to 25% on weekends where Aston Martin Lagonda supplied the Official Safety & Medical Car of Formula One., with the Vantage enjoying global exposure during the dramatic season finale in Abu Dhabi. Social media benefited too, with the company’s announcement of the Aston Martin Cognizant Formula One™ Team in January 2021 the brand’s best performing Twitter post of all time.
The AMR22 will be raced by four-time F1. World Champion Sebastian Vettel and rising star Lance Stroll.
Lawrence Stroll, Executive Chairman of Aston Martin Lagonda, said: “The return of Aston Martin to Formula One. has been a monumental moment for the brand, with transformative impact for our performance credentials and global awareness. Through the race team and our status as the Official Safety & Medical Car of Formula One., we have been able to showcase our product and test new technologies on the world’s greatest circuits.
“Formula One® is enjoying tremendous popularity, particularly in our key focus markets like the USA and China, helping to amplify the Aston Martin brand, engage a new generation of customers and defi ne our unique position in the crosshairs of ultraluxury and high-performance.”
Tobias Moers, Chief Executive Officer of Aston Martin Lagonda, said: “Our involvement in Formula One® has already had an uplifting impact on all our employees and customers, helping us bring an agile Formula One® performance mindset to the whole Aston Martin business and reinjecting our racing DNA into our next generation of products.
“Seeing the AMR22 on the assembly line at Gaydon today, alongside our flagship new models like Valhalla, Aston Martin Valkyrie AMR Pro and DBX707, is a great example of how we are creating a culture of engineering excellence at Aston Martin, establishing a dynamic and exciting innovation lab to drive forward future Aston Martin road car technologies and performance.”
The 2022 FIA Formula One® World Championship season will begin at the Gulf Air Bahrain Grand Prix on 20 March 2022.