Aston Martin has a reputation for performance oriented cars, cars that were good enough to appeal to even James Bond. Now, the company has announced that it will be teaming up with Red Bull racing to build a new “hypercar” that would bring the British brand back to Formula One racing with a bang.
The partnership was announced last Thursday at the Australian Grand Prix and as part of the deal the Red Bull racing team will be sporting the Aston Martin logo on their RB12 vehicles for one season.
Dubbed Project AM-RB-001, the task of building the new hypercar will see one of the racing worlds’ most successful designers, Adrian Newey from the Red Bull team working closely with the head of design at Aston Martin, Marek Reichman.
Commenting on the partnership, Aston Martin’s CEO Andy Palmer said that Formula One will provide Aston Martin with the ultimate global stage to boost brand awareness.
He added that in addition to delivering a hypercar that can be used on the roads, the project will come up with a vehicle that will inspire future car designers and will appeal highly to car enthusiasts across the world.
Red Bull principal Christian Horner said Red Bull Advanced Technologies, led by Newey, would be using Formula One technology to produce “the ultimate of all road cars”.
Aston Martin was first linked to the Red Bull racing team in the last season when the team were seeking an alternative to their Renault engines and considered the use of Mercedes power units. Mercedes has a five percent stake in Aston Martin. Aston Martin had also mulled a partnership with Force India with discussions to explore the possibility of the Force team using the Aston Martin logo as part of its livery. However, those talked fizzled out.
Palmer went on to claim that Aston Martin is a really cool brand and authenticity is his number one concern. He concluded by saying that the partnership does not involve just branding but will be a true collaboration in every sense of the word.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
Your email address will not be published. Required fields are marked *
© 2017 Morjan Media LLC. All Rights Reserved.