Stroll became a shareholder in Aston Martin Lagonda in January with a consortium of investors and will shortly assume the role of Executive Chairman of the company.
In a video intended to replace a planned event at the postponed Geneva Motor Show – in part to bring the new V12 Speedster to market – Stroll emphasized how important his racing team will be to Aston’s future strategy.
That includes sharing F1 technology with a new line of mid-engined supercars, which Stroll said was key to his investment decision when he was conducting his due diligence.
The company already has the Walhalla for 2021 on its way, which was developed in collaboration with Red Bull Technology.
Racing Point boss Otmar Szafnauer recently announced that 100 Aston designers who previously worked at RBT will move to the new F1 plant in Silverstone when it is completed next year.
Stroll made it clear that the F1 program is at the heart of his marketing plans for Aston.
“As CEO, I will ultimately be responsible for the strategy we implement,” said Stroll.
“The basis of the strategy is Aston Martin’s return to an F1 factory team that will be on the grid for 2021 and operate under its own brand. This will enable Aston Martin to reach an aggregate audience of two billion people per year and our customers in 22 locations speak to and entertain.
“It’s very exciting for everyone involved and should help build our brand around the world and enable us to achieve our goal of making Aston Martin a great luxury goods brand around the world.”
He added, “I think it’s a lot more than promoting the middle class, I think it has a halo effect and a trickle down effect on the whole company.
“It gives us the opportunity to meet and greet our customers, show them our new models and show them what a weekend for the world of Aston Martin is like.”
Stressed that he would like Aston to make better use of his background in motorsport, Stroll pointed to founder Lionel Aston’s early mountaineering efforts prior to World War I.
“As a racing driver, the DNA of this company that always drew me to Aston Martin was when Lionel Martin drove up Aston Hill in 1913. That’s what this company is about.
“It’s about his racing heritage, his racing history, which then contributed to the development of these great cars through these technologies.
“I think Aston really missed having a mid-engine program that had that DNA in its blood.
“And now that we have the opportunity to return to an F1 factory team in ’21 to share our F1 team’s technology with our road vehicle projects, I think this is the last cherry on the cake Aston Martin needed, to complete the project. ” Reach and return to the roots of racing. “
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