F1: Aston Martin’s Recent Financial Success Proves It Pays To Be In F1

Aston Martin’s multi-million-dollar return to Formula 1 is finally paying dividends, both on and off the track, Aston Martin executive chairman Lawrence Stroll recently revealed.

The ‘halo effect’ of Aston Martin’s success in F1 is rubbing off on Aston Martin’s road cars, too, Stroll recently revealed during a Financial Times event.

Appearing as a guest speaker at FT’s The Future Of The Car Summit, Stroll told the audience that 70% of Aston Martin’s $1.75 billion USD in annual sales can be attributed to the F1 team – a bold claim, but an impressive one if true.

Stroll has revealed that the company has sold over 300 Vantage F1 Edition cars (worth $60 million USD) thanks to the Vantage becoming the new F1 safety car – a duty it shares with Mercedes’ AMG GT. The Aston Martin DBX707 is also the sole official medical car for the 2023 season.

Clearly, the investment Stroll’s made into the F1 team and the success it’s now enjoying has had a very clear positive impact on the road car side of the business. F1 is, of course, a sport – but it’s also a potent marketing vehicle. Stroll, a notoriously ruthless and clever businessman, understands this intimately.

Stroll also revealed at the summit that Aston Martin plans to unveil eight new road car models over the next 24 months, and is also on track to launch its first electric car in 2025.

“Aston Martin Formula 1 is the fastest-growing team in the sport,” said Lawrence Stroll at the Honda partnership announcement, adding that “And on social media [too], tripling our fanbase just over the last two years.”

“The partnership with Honda is the final piece in the jigsaw to establish Aston Martin as a top team, capable of winning world titles… We are giving the team all the tools it needs to win.”