Lawrence Stroll on Aston Martin’s strategy

The owner and chairman of Aston Martin F1 Team Lawrence Stroll spoke about the place of the team and Formula 1 in the marketing strategy of the British company.

Q: Lawrence, are you excited about the return of Aston Martin to Formula 1?
Lawrence Stroll: I am glad. Formula 1 is a powerful platform that will play a key role in Aston Martin’s strategy and help the company move forward. This is a global sport with a huge audience that, in our opinion, is capable of reviving interest in the brand and increasing its popularity in the world. We have already seen the first results of this work with the example of a contract with our new title partner – Cogniziant, which will play an important role in our digital transformation.

Motorsport has always been an important part of Aston Martin’s history and we are proud to build on this legacy. Aston Martin’s return to Formula 1 after a 60-year hiatus marks a turning point in the history of the sport, where many major car manufacturers have competed and enjoyed success. This is a very interesting challenge for all participants in our project, because we want the legendary British sports car brand to appear among these names.

Q: Is it important for Aston Martin to be featured in Formula 1?
Lawrence Stroll: It’s simple: Aston Martin must compete in Formula 1. This brand has already achieved tremendous success in international motorsport, at the 24 Hours of Le Mans, and now we have the opportunity to write a new page in its history. This opens up a very interesting perspective for all fans of the Aston Martin brand, for Formula 1 fans and for the sport itself.

Q: Aston Martin is growing rapidly. What place does Formula 1 take in its structure?
Lawrence Stroll: It is a key component of the business and is central to the marketing strategy. Aston Martin F1 Team is a new relationship and energy; through this partnership, we will be able to attract fans. It doesn’t matter if it’s results on the track, expanding our presence on new platforms like Esports, or successes in existing and new areas of activity, we want to generate interest. The contract with Cogniziant is the first curious step on our way.

Plus, Formula 1 is the perfect showcase for the Aston Martin brand as a manufacturer of amazing cars. There has been a lot of talk lately about the relevance of our sport and we will see the exchange of technology and innovation between racing and automotive. We will demonstrate the connection between Formula 1 and conventional cars, especially as we will launch a series of mid-engined sports cars in the future.

Q: Aston Martin is an established brand with a rich history. What will it bring to Formula 1?
Lawrence Stroll: The Aston Martin brand is known to everyone, but the Formula 1 team will allow us to bring it to new places and build on our previous successes. We want to engage in dialogue with a wide audience, to involve people in communication with the team and with Formula 1 in general.

Our goal is to attract a new generation of fans and offer new ideas to those who have long been into motorsport. Now we are just beginning the journey that will lead us to an interesting start in the Grand Prix of the Aston Martin racing car – about two months left.

Q: You have often spoken about Formula 1 fans. What can they expect from this new era?
Lawrence Stroll: I want the fans to know that we strive to show them the very heart of our team and tell them about its journey. It may sound trite, but I can assure you that we have very serious ambitions. We’ve worked a lot with this over the past year.

We invest in all areas, especially social media, where we would like to tell this amazing story. We want to be a team for everyone – so that Aston Martin goes beyond the sport, but does not forget about the loyal fans. To do this, we need to think outside the box – and I hope everyone will pay attention to our work in the new image of the Aston Martin team.

Source: Формула 1 на by

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