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Aston Martin

Aston Martin boss draws parallels between the British brand and Ferrari

As the Aston Martin launch approaches, team owner Lawrence Stroll wants the British car brand to replicate Ferrari's success both and off the race track.

Article
To news overview © Aston Martin

On the eve of the Aston Martin Racing car launch, Canadian billionaire Lawrence Stroll sees a bright future for both Aston Martin, the F1 team, and Aston Martin, the car company.

Lawrence Stroll who in 2020 acquired the British car company rebranded his Formula 1 team from Racing Point to Aston Martin over the winter. As the team prepares for its first launch in its new guise, Stroll hopes to replicate the success of a certain Italian supercar company.

"Ferrari has a great business model, and there are a great deal of similarities (between Ferrari and Aston Martin)," Stroll said in an interview with the BBC.

"But Aston Martin has a British, iconic 108-year history. If I'm not mistaken, about 50 years longer than Ferrari!

"The most important thing for any company, as far as I'm concerned, is its brand. We have the greatest iconic brand in Aston Martin.

"F1, for a luxury performance automotive company, is the greatest platform in the world."

While the majority of Aston Martin's senior management hail from various parts of the world, Stroll is adamant that the car company has a distinctly British identity.

"There are another 500 people that work at the F1 factory in Silverstone," Stroll explained.

"As far as leadership is concerned, I most definitely am Canadian. I've had Canadian businesses, American businesses.

"All the experience I have of building some of the best luxury businesses around the world will be brought into this business.

"But its roots and its heritage and about 99% of its employees are most definitely British."

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