Aston Martin clients are choosing to sport racing colors.
When the 2023 Formula 1 season opened last year at the Bahrain Grand Prix, Fernando Alonso brought the Aston Martin Aramco Formula One team its first podium of the finish and an incredibly strong start, as well as his first podium for the team. The moment was an incredibly proud one for Aston Martin and the entire team, and as the same race and a new season is on the horizon this year, Aston Martin’s data shows that its customers are reveling in that proud victory.
For the very first time, Aston Martin Racing Green has become the most popular color for buyers of new vehicles from the century-old British luxury performance manufacturer, being the most popular of the 9 exclusive shades of green available, which together make up 24% of new Aston Martin orders.
The color, introduced in 2021 to celebrate its return to F1, represented 7% of new car orders in the year that followed Aston Martin’s F1 return. Since then, that portion has increased to 12%, which nearly doubles the second-most popular choice, Xenon Grey, which sits at 6.8% itself. Data has shown that the 2023 Bahrain victory spiked Aston Martin Racing Green car orders, and the success of the color paints a bigger picture about the impact of Formula 1 on Aston Martin as a whole.
The prestigious sport has brought legions of new buyers to the 111-year-old brand, with 72% of Vantage F1 Edition buyers being new to Aston Martin, and a 20% increase in configurations sent to dealers during race weekends observed during the 2023 race season. As the 2024 Formula 1 racing season begins, Aston Martin is excited to see it continue to transform its historic brand.
