Why F1 is on 'disruptive' Aston Martin's radar

Why F1 is on 'disruptive' Aston Martin's radar

Aston Martin has upgraded from innovation partner to title sponsor of Red Bull. But since the engine is a rebadged Renault, what value can the iconic car manufacturer derive from being involved in Formula 1 apart from securing the services of engineering legend Adrian Newey to collaborate on the Valkyrie supercar project? And what value can Aston bring to F1?

F1 Racing: Why is Aston Martin in this relationship with Red Bull?

Andy Palmer: I'm going to have to give you a bit of background on the turnaround of Aston Martin because it's fundamental to that story. It's a seven-year plan moving the company from being a great brand that's a financial basket case, to being a very profitable company keeping that strong brand.

What we're trying to do is become the LVMH [Moet Hennessey Louis Vuitton DSE] of luxury automotive. As you know, LVMH have lots of different brands, all looking for a different type of customer within the luxury area. So we're using the Aston brand, Lagonda and our partnerships, to do exactly that - to create the only car group that could address all aspects of the luxury grid. Ferrari aren't going to make a three-box saloon to compete with Rolls Royce, and Rolls Royce aren't going to make a mid-engined car to compete with Lamborghini. But we can, in all cases.

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