Lawrence Stroll: 'F1 can help revive the brand'

Aston Martin makes his return in Formula 1 in 2021, by taking over the Racing Point team. The executive president of the Lawrence brand Stroll wants Formula 1 to bring additional influence to the brand. For this, the Canadian businessman, who invested personal funds in Aston Martin, wants communication off the beaten track.

Lawrence, how exciting is it to see Aston Martin return to the Formula 1 grid?

"Very. Formula 1 is a hugely powerful platform that will play a key role in Aston Martin’s overall strategy as we seek to drive the business forward. It’s a truly global sport with a huge following that we believe can help relaunch the brand and further increase its appeal around the world.

Motorsport has always been an important part of Aston Martin's history, right from its beginnings, and we are all proud to add to that legacy. The return of Aston Martin to Formula 1 after more than 60 years of absence is also a landmark moment in the history of the sport.

How important is it for Aston Martin to be represented in Formula 1?

Plain and simple, this is where Aston Martin should be. It is a brand that has already had enormous success in high-level international motorsport such as 24 Hours of Le Mans – and now we have the opportunity to write a new page in the history books. This is an extremely exciting prospect for everyone who loves the Aston Martin brand, for fans of Formula 1 and the sport itself.

Aston Martin is a rapidly evolving company. So where does Formula 1 fit into the overall structure?

It is the centerpiece of our marketing strategy and a key element of the business. The Aston Martin Cognizant Formula One™ Team will bring a new attitude and energy with it, broadening our appeal beyond current and casual Formula 1 fans.

Whether it’s track results, expanding our presence on emerging platforms like esports, or delivering exciting new activations, we want people to sit up and take notice. Formula 1 is also the perfect showcase for Aston Martin as a brand and the incredible cars we produce. We will demonstrate these links between Formula 1 and road cars, particularly with our mid-engine range which will be launched in the future.

Aston Martin is a well-established and historic brand. So what will this bring to Formula 1?

Everyone knows what Aston Martin stands for – but the Formula 1 team will allow us to take the essence of the brand to new places, building on the strong foundations laid by previous iterations of the team. We want to speak to a new and wider audience, engaging them not only with the team, but with Formula 1 itself.

You've mentioned Formula 1 fans a lot. So what can they expect from this new era?

I want them to know that we want to bring them to the heart of this team and our journey. This may seem like a platitude, but I can assure you that it is a serious ambition that has been the focus of a huge amount of work over the last 12 months.

We invest in everything we do – especially in areas like social media to tell this wonderful story. We want this to be a team for everyone – beyond the sport, but remembering the dedicated fans who got us to where we are today. To achieve this, we will have to think outside the box.”