Lawrence Stroll who has invested to revive Aston Martin sees synergy between the iconic brand with a fine racing pedigree and his Formula 1 team Racing Point.
Indeed, next year the former Jordan team will become Aston Martin in another chapter in a journey that has included adventures with Midland Group, Spyker, Force India and now Racing Point.
Stroll is set to lead the project into the future, and said so in a video conference on Wednesday, “As executive chairman, I will ultimately be responsible for the strategy we are implementing.
“The foundation of the strategy is returning Aston Martin to a works F1 team on the grid for 2021, operating under its own brand, enabling it to reach cumulative audiences of two billion people a year, and to engage and entertain our customers at 22 locations.
“It’s very exciting for all the parties, and should underpin the building of our brand globally, and allow us to achieve our ambition that Aston Martin will become a pre-eminent luxury goods brand globally. I think it’s much more than promoting the mid-engine range, I think it has a halo effect and trickle-down effect on the company as a whole.
“It gives us the chance to meet and greet our customers, show them our new models, and get them to experience what a weekend’s like for the world of Aston Martin.”
The Canadian billionaire believes Aston Martin’s legacy paves the way for a future in which F1 technology will be incorporated in the road cars produced at the factory.
“Being a racer at heart, the DNA of this company that always attracted me to Aston Martin was when in 1913 Lionel Martin drove up Aston Hill. That is what this company is all about,” he explained
“It’s about its racing heritage, its racing history, that then helped through those technologies to develop these great cars. I feel Aston has really missed having a mid-engine programme, having that DNA in their blood.
“And now with the opportunity of returning to a works F1 team in 2021, to be able to share technology from our F1 team with our road car projects, I think this is the final cherry on the cake that Aston Martin needed to complete its range, and come back to its roots of racing,” Stroll added.