As the luxury car maker builds its F1 presence, it's looking beyond fans who can afford its vehicles.
“We think there are a lot of American and even global businesses that have viewed Formula One as European, too high brow. Maybe it’s the champagne and Monaco crowd,” said Shergul Arshad, Aston Martin F1’s head of North America. “But really it’s 1.5 billion fans watching from all walks of life.
Balancing that antithesis can be a challenge. “Not many people are going to buy a $150,000 car,” Jefferson Slack, Aston Martin F1’s managing director, noted. “But you can buy a hat. You can support it,” Slack said. “You can aspire to own an Aston Martin. You can aspire to the brand attributes. … If someone buys a hat, then maybe in 15 years, they buy the car. So that’s the real marketing platform.”Not that the hat sales hurt: A team-branded adult ball cap and a bucket hat go for $49 each on Aston Martin’s online store.The company is also seeing a material impact, according to its leadership.
Australia Latest News, Australia Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Why Aston Martin’s latest F1 upgrade has forced a pit equipment changeAston Martin\u2019s ability to surprise in Formula 1 this year continued at last weekend\u2019s Dutch Grand Prix when it introduced a fascinating upgrade at the rear of its car.
Read more »
Drugovich lands FP1 outing with Aston Martin F1 at Italian GPAston Martin Formula 1 junior Felipe Drugovich will drive Lance Stroll\u2019s AMR23 car in FP1 at the 2023 Italian Grand Prix, as part of the team\u2019s rookie practice running requirement.\u00a0
Read more »
Fernando Alonso: Spaniard compares Aston Martin ascent to Champions League qualification in footballFernando Alonso has compared Aston Martin's adjustment to competing at the front of the Formula 1 grid in 2023 to a football team qualifying for the Champions League for the first time.
Read more »
Reading agree to sign Aston Villa product KnibbsFootball Insider has been told by sources that Reading have agreed to sign Cambridge United striker Harvey Knibbs on a free transfer.
Read more »
Liverpool vs Aston Villa free bets, betting tips and preview with BetVictorLiverpool take on Aston Villa on Sunday afternoon for more thrilling Premier League action. Liverpool vs Aston Villa odds Liverpool are odds-on favourites to beat Aston Villa this weekend, whereas …
Read more »
Aston Villa star Rachel Daly named PFA Players’ Player of YearEngland and Villa star Rachel Daly and Manchester City striker Erling Haaland have won the Professional Footballers’ Association Players’ Player of the year awards.
Read more »