• Chris Kato

Aston Martin Absolutely Delivered on the Hype of their F1 Car Launch

The best things in life are worth waiting for and that proved true for the AMR21 F1 car reveal


Courtesy - Aston Martin Cognizant Formula One Team




Aston Martin knows a thing or two about branding and building excitement for the reveal of one of their cars. Usually we see it on the big screen in the new Bond film but this past Wednesday was a completely different world for Aston Martin, a world in which they haven't been since 1960. The much anticipated reveal of the Aston Martin F1 car debuted to the world to much hype and excitement from fans and others a like. They've been building the hype for many weeks now with little social media tid bits of a driver's shoes or their recent merchandise launch, which by the way you might need some Lawrence Stroll type money to afford some of those items! Sometimes when a company or product gets a lot of hype leading up a reveal, their is always a risk of it falling short of the hype but this wasn't the case for Aston Martin F1. They absolutely delivered on the hype of their car launch from all aspects of the reveal. The concept of the fan vault was a brilliant touch with fans being able to watch pre-recorded segments while they waited for the show to begin. The launch itself was of very high production value but it was elegant, smooth, and straight to the point, no fancy dance performances or anything to waste your time which is always a plus! On the media side of things, the launch was very efficient in terms of providing information, assets, and footage quickly so that journalists and channels a like could get their content out. In this regard, Aston Martin has been one of the best teams to deal with even going back to their Force India days.



Courtesy - Aston Martin Cognizant Formula One Team




Pre-season car launches are big in the F1 world, but Aston Martin F1's launch even reached outside of the motorsport world to include some famous cameos from seven time Super Bowl champion Tom Brady, and of course, James Bond himself. The hashtag AMR21 was trending number four worldwide and had hundreds of thousands, if not millions of social media interactions. When you compare the launch to their rivals and other re-brands of the past, Aston Martin has won the pre-season championship by a long shot. We joke about the prices of their merchandise but it's no wonder when you look at the money Lawrence Stroll and his consortium has put into this re-brand.



In terms of the livery itself, it looks exceptional in photos and video and I'm sure it will look just as good on track as the AMR21 is scheduled to hit Silverstone on Thursday for a filming day. The British racing green is always elegant on any car but especially so on a Formula 1 car. They've done a fantastic job of integrating the pink colors of their BWT sponsorship, especially on the driver race suits. It's a perfect contrast and doesn't take away too much focus from the green and I like how it is a nod to their Force India/Racing Point past. Even though Aston Martin has a lot of sponsors, the car doesn't feel cluttered with sponsor logos and decal so it just looks very clean in general.



Courtesy - Aston Martin Cognizant Formula One Team




As the drivers and team members stated, if the car drives as good as it looks, it's a definite World Champion. Unfortunately, looks will only get you so far in Formula 1 and it comes down to track performance when it's all said and done. I'm going to leave the technical breakdown to the experts out there, but I just wanted to highlight some interesting points on the new Aston Martin car. Unlike most of their rivals, Aston Martin is featuring a new chassis and have spent their development tokens on the front part of the monocoque. Luckily, Aston Martin hasn't had to spend any tokens on the rear of the car which they get from the 2020 Mercedes. That could be good news for someone like Sebastian Vettel as the Mercedes rear suspension helps give it better traction and rear end stability. Elsewhere on the car, we can see similarities between the Mercedes W11 and the AMR21 with things like the nose, and side pods. I guess we're calling it the green Mercedes this year? With the new 2021 Mercedes power unit behind them as well, you will notice the bump on the engine cover to fit the new engine, one that is similar to that of the W12 this year.



Courtesy - Aston Martin Cognizant Formula One Team




It's certainly an exciting time for the team and it's fans as we get closer to the season getting underway. Aston Martin F1 have a ton of momentum behind them at the moment but they need to translate that into on-track performance. This team has always had a good technical base so I think the regulation changes won't effect them in a negative way. Having the Mercedes parts once again will put them in a good position to achieve their goal of third place in the constructor's standings for 2021. Past this season, Aston Martin has set itself a lofty goal of being F1 World Champions within 5 years. Is that too ambitious? Maybe not when you look at the structure of the launch and the acquisition of a former World Champion. Comments from the likes of Otmar Szafnauer and Andrew Green have already shown us that Sebastian's impact on the team was immediate and very positive. Vettel's long term expectations will be right in line with his new team and he's confident that he's in the right place to get his fifth world title.




Courtesy - Aston Martin Cognizant Formula One Team





So what do you think of the new Aston Martin 21 car and livery? Drop your thoughts down below in the comments and give us a prediction as to where Aston Martin F1 will finish this season.

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