Aston Martin Revises Its Classic Wing Logo and Reinvestment Plan

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  • Aston Martin has redesigned its brand, eradicating the U-shaped line within the wings to create a cleaner look.
  • The British sports-car maker additionally introduced a plan to boost $783 million to assist pay down its debt and develop new automobiles, together with EVs.
  • A part of the funding will come from the Saudi Public Funding Fund, which can spend $93.5 million to take a 16.7 % stake in Aston Martin.

    The introduction of an Aston Martin SUV, the DBX, in 2021 was meant to bolster the British sports-car model’s gross sales and assist the corporate that has outlived seven bankruptcies keep away from an eighth. However DBX gross sales have not precisely taken off, and as of March, Aston Martin had a web debt of almost $1.2 billion, in keeping with Autocar. Now govt chairman Lawrence Stroll, who led a bunch of traders to take over the corporate in 2020, has introduced a plan to boost $783 million in capital to pay down that debt and develop new fashions. And as a part of this large reinvestment, Aston Martin has additionally given a refined replace to its brand and coined a brand new tagline.

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    Aston Martin

    The emblem, which was redesigned in collaboration with British artwork director and graphic designer Peter Saville, is minimally modified, merely eradicating the U-shaped line that beforehand ran beneath the “Aston Martin” textual content. There are additionally slight revisions to the font and the thickness of the traces within the wing design. That is the primary replace to the brand since 2003, and the icon has solely been modified eight occasions in Aston Martin’s 109-year historical past. The refreshed wings arrive alongside a brand new motto—”Depth. Pushed.”—and Aston Martin says the brand new advertising technique is supposed to draw a youthful viewers.

    The brand new wing design can be seen for the primary time this weekend on the Aston Martin AMR22 System 1 automotive on the French Grand Prix. Aston Martin says the revised brand’s first look on a highway automotive can be on its “subsequent era of sports activities automobiles,” with updates to the Vantage, DB11, and DBS rumored for 2023.

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    Aston Martin

    However extra essential for Aston Martin’s continued existence than a barely redrawn brand are the wave of latest investments that ought to give the agency some respiratory room relating to launching refreshed fashions and making ready for an electrified future. The reinvestment plan, as first reported by Autocar, features a $93.5 million cope with the Saudi Public Funding Fund (PIF) for a 16.7 % stake within the firm. Stroll advised that the PIF’s $1 billion funding in EV startup Lucid Motors may present a path for Aston Martin’s electrification technique; the PIF additionally grew to become a significant investor in McLaren earlier this 12 months.

    The Saudi backing can be joined by contributions from Stroll’s funding group, Yew Tree, and Mercedes-Benz to boost $401.6 million, and an additional $381.2 can be raised by issuing extra shares. It will drop Yew Tree’s stake from 22 to 18.3 %, however the group says it’s going to purchase a further $126.4 million price of shares to spice up its stake again up. Equally, Mercedes-Benz’s portion will fall from 11.7 to 9.7 %, however the German automaker will reinvest $67.2 million to extend its stake following the rights situation.

    Together with the reinvestment plan, Aston Martin confirmed that its first full EV will arrive in 2025 and can seemingly journey on a Mercedes platform. The British sports-car maker says that it goals to make use of the brand new funds to achieve 10,000 gross sales by 2024 or 2025. Within the first half of 2022, 2676 Aston Martins discovered patrons, down from 2901 models in 2021. The corporate says it expects to promote 6600 automobiles this 12 months, so an enormous gross sales improve can be required for Aston Martin to achieve its targets in 2025.

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