F1 team to "reignite" Aston Martin brand and "desirability" - owner Lawrence Stroll

Aston Martin

F1 team to "reignite" Aston Martin brand and "desirability" - owner Stroll

Team return to F1 after 61-year absence

Ian Parkes

Sunday 24 January 2021 08:58

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Aston Martin chairman Lawrence Stroll believes the return of the Formula 1 team to the grid will "reignite" the brand's global awareness and "desirability".

Stroll's sees his majority ownership of the luxury car manufacturer and the team ending a 61-year absence from the F1 grid as working hand in hand.

The Canadian billionaire is certainly hoping F1's global status, in particular, will play a major role in helping to boost car sales around the world.

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In addition, Stroll is also hoping to bring long-overdue success to the team at the pinnacle of motorsport following its ill-conceived maiden foray from 1959-61.

"Formula One is a hugely powerful platform that will play a key part in the overall Aston Martin strategy as we seek to take the company forward," said Stroll.

"It is a truly global sport with a huge audience that we believe can help reignite the brand and further increase its desirability all over the world.

"We have already begun to see the results of our hard work with the exciting announcement of Cognizant as title partner, which will play a key role in our digital transformation.

"Motorsport has always been an important part of the Aston Martin story, right from its early days, and we’re all proud to be adding to that legacy.

"The return of Aston Martin to Formula One after more than 60 years away is also a landmark moment in the history of the sport.

"This is the arena where many of the world’s biggest and best automotive manufacturers have competed and had success.

"So it’s a hugely exciting challenge for everyone involved as we aim to get this iconic British sports car brand amongst those names.”

Stroll believes F1 is where Aston Martin deserves to be "plain and simple".

"Ths is a brand that has already had huge success in top-level international motorsport such as the Le Mans 24 Hours – and now we have an opportunity to write a new page in the history books," added Stroll.

"That’s a hugely exciting prospect for anyone who is a lover of the Aston Martin brand, for fans of Formula One and the sport itself.”