The F1 safety car plays a crucial role in ensuring the safety of drivers in moments of caution during a Grand Prix weekend. However, the Aston Martin Safety car has played a much different role for the company, by generating approximately $80 million in sales for the British team.
Since 2021, Aston Martin Vantage became F1’s safety car alongside the Mercedes GTR with both companies deciding to divide the usage of their cars throughout the course of a season. The inclusion of the Vantage as the safety car has given the dying sports car a much-needed brand revival.
Lawrence Stroll, executive chairman of Aston Martin, recently admitted that the company now sells an additional 300-400 units of the car due to its role in F1. With each Vantage costing buyers close to $200,000, the company enjoyed an $80 Million rise in sales.
Lawrence Stroll hails F1 involvement in Aston Martin’s success
The 1973 Canadian GP saw the first safety car deployment in an F1 race. Since then, the feature has been a prominent sight in safeguarding drivers by slowing down the race. But Aston Martin has received a much more beneficial deal by the deployment of the safety car.
Lawrence Stroll spoke at the Financial Times Future of the Car Summit and shared how F1 has revived Aston Martin. The British company was flirting with bankruptcy until Stroll purchased it and turned its fortunes, much like he did with Force India in F1.
The Canadian Billionaire stated that Aston Martin sold about 6,400 units in 2022 alone, generating $1.7 Billion in revenue. Unsurprisingly, around 70% of their car sales were thanks to their involvement in F1. Stroll said, “Sounds like a small number, but for a company of our size it’s relatively important.”
He claims Aston Martin is experiencing a marvel of “Race on Sunday, sell on Monday.” The Canadian claims their revenues will further grow after the F1 team enjoyed a magical start to the 2023 season.
Fernando Alonso sends Aston Martin stock soaring
Fernando Alonso has enjoyed a career revival since joining Aston Martin in 2023. The Spaniard has achieved 4 podiums in the first 5 races of the season and currently sits 3rd in the driver’s championship with 75 points.
The 2x champion’s on-track success is reflected in Aston’s performance in the stock market. Because of his popularity, when the Spaniard secured his first podium with the team in Bahrain, it sent their stocks soaring by 15%.
Alonso’s podium also added $300 Million to the company’s market cap. Although their stock is yet to match the highs of 2018, their recent success in F1 has pushed them towards a potentially more profitable future.
