Aston Martin Nov15 23

Aston Martin Illuminates the F1® Heineken Silver Las Vegas Grand Prix

Aston Martin shines in the Las Vegas skyline, marking its grand Formula 1® marketing presence ahead of the highly anticipated FORMULA 1 HEINEKEN SILVER LAS VEGAS GRAND PRIX. Emphasizing high-performance products, Aston Martin’s partnership includes a VIP customer program, exciting track experiences, and immersive content displayed on Sphere throughout race week. The innovative street circuit even joins Aston Martin’s luxury configurator, a first for an F1® track in an automotive configurator.

With the United States being our largest market and brand community, the Las Vegas Grand Prix creates a new landmark in the F1 calendar and will see our biggest ever race marketing and VIP hospitality presence.

Targeting much more than brand awareness, our activities are an example of how we are maximising the tremendous global platform of F1 to drive reappraisal of Aston Martin amongst new audiences, infuse our products with the sport’s high-performance DNA and connect our community through unique luxury experiences.

Data shows that our configurator traffic rises by 13% on F1® race weekends, compared to non-race weekends, a statistic which has been as high as 30% this season when Aston Martin has been on the podium. With our new Las Vegas Grand Prix configurator environment going live this week, we believe this will draw even further technology synergies between track and road, while enabling our customers and fans across the globe to get a sense of the excitement in Las Vegas.

Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin

In collaboration with the Las Vegas Grand Prix, Aston Martin premiered an immersive advertisement on the new Las Vegas landmark, Sphere. The 90-second sequence showcases Aston Martin’s iconic wings and introduces the Scarab Beetle, the inspiration behind the brand’s winged marque. The Scarab Beetle seemingly ‘shatters’ Sphere, leading to a dramatic reveal of the Aston Martin Aramco Cognizant Formula 1® Team’s AMR23 racecar. The advertisement, utilizing CGI technology, presents the DBX707 and DB12 in what is considered the largest-ever digital car display, creating an authentic and impressive portrayal of Aston Martin’s high-performance products.

Aston Martin Las Vegas Configurator Environment

Celebrating the 1100th round of the FIA Formula One® World Championship in Aston Martin’s 110th anniversary year, the Las Vegas Grand Prix will host the brand’s most extensive F1® marketing program. Attendees, including celebrities and VIP guests, will experience 45 exhilarating Hot Laps on the unique track in DBX707 and the Vantage F1® Edition. Over 100 loyal customers each day will enjoy a personalized Aston Martin hospitality experience. For those seeking adventure beyond the city, an exclusive off-road DBX707 experience in the Nevada desert awaits, featuring a private helicopter journey, a scenic flight over the Grand Canyon, and an off-road driving route in the Valley of Fire State Park. Additionally, DBX707 will take the spotlight on the new street circuit for a 15-minute exclusive demonstration after qualifying, showcasing its exceptional performance and highlighting the road and track relevance of Aston Martin’s high-performance products.

For those unable to attend, Aston Martin is bringing the vibrant essence of Las Vegas to customers, fans, and dealers worldwide by integrating a new Las Vegas environment into its acclaimed online configurator. As the first to let customers digitally customize their model in a Formula 1® pit garage, Aston Martin now takes users to the track, marking the first appearance of an F1® circuit in an automotive configurator. Set on turn four of the street circuit, the configurator immerses users in the heart of the Las Vegas Strip, enabling them to personalize their Aston Martin alongside the official medical car (DBX707) and safety car (Vantage) of Formula 1®, all in the shadow of Sphere. The configurator is a central element of Aston Martin’s ultra-luxury strategy, providing clients with unparalleled freedom and expression when customizing their cars, including through the Q by Aston Martin bespoke service. Recent years have seen remarkable growth, with a record number of bespoke Aston Martin units sold in 2022, reflecting a 51% year-on-year increase. Notably, the Americas have witnessed the fastest growth for Q by Aston Martin, with a remarkable 92% year-on-year increase in 2022.


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