Aston Martin F1 PR charm offensive
Discussion
I just want to flag this up for a second time after mentioning it in the Aston Martin thread.
Anyone else noticed the massive Aston Martin PR charm offensive this year? It’s unlike anything I’ve seen before!
I see you Larry!
All the journos were heavily schmoozed during the pre-season with a lavish dinner. The positive press about the team duly flowed well before the hype began about their performance. The Lance love-in was simmering away nicely even before his heroic bicycle crash comeback.
Pedro de la Rosa is popping up absolutely everywhere that’ll have him to tell us how brilliant it all is and how wonderful they all are. Not just on independent podcasts, but he and Mike Krack have each appeared twice on the F1 official podcast already this year.
Aston Martin title sponsor Aramco have also become title sponsor of The-Race and don’t forget the hyphen’s new ‘focus on:’ series. Half of The-Race podcasts are no sponsored by Aramco and feature contributors from Aston Martin and Aramco.
After years of nasty Lawrence invading people’s personal space and filming angry monologues, he has set about trying to make Aston Martin a team everybody can love again in the only way he knows how- by throwing a heap of cash at it.
It is quite unsubtle and, if I may briefly be half my age, a bit cringe!
Anyone else noticed the massive Aston Martin PR charm offensive this year? It’s unlike anything I’ve seen before!
I see you Larry!
All the journos were heavily schmoozed during the pre-season with a lavish dinner. The positive press about the team duly flowed well before the hype began about their performance. The Lance love-in was simmering away nicely even before his heroic bicycle crash comeback.
Pedro de la Rosa is popping up absolutely everywhere that’ll have him to tell us how brilliant it all is and how wonderful they all are. Not just on independent podcasts, but he and Mike Krack have each appeared twice on the F1 official podcast already this year.
Aston Martin title sponsor Aramco have also become title sponsor of The-Race and don’t forget the hyphen’s new ‘focus on:’ series. Half of The-Race podcasts are no sponsored by Aramco and feature contributors from Aston Martin and Aramco.
After years of nasty Lawrence invading people’s personal space and filming angry monologues, he has set about trying to make Aston Martin a team everybody can love again in the only way he knows how- by throwing a heap of cash at it.
It is quite unsubtle and, if I may briefly be half my age, a bit cringe!
HustleRussell said:
I just want to flag this up for a second time after mentioning it in the Aston Martin thread.
Anyone else noticed the massive Aston Martin PR charm offensive this year? It’s unlike anything I’ve seen before!
I see you Larry!
All the journos were heavily schmoozed during the pre-season with a lavish dinner. The positive press about the team duly flowed well before the hype began about their performance. The Lance love-in was simmering away nicely even before his heroic bicycle crash comeback.
Pedro de la Rosa is popping up absolutely everywhere that’ll have him to tell us how brilliant it all is and how wonderful they all are. Not just on independent podcasts, but he and Mike Krack have each appeared twice on the F1 official podcast already this year.
Aston Martin title sponsor Aramco have also become title sponsor of The-Race and don’t forget the hyphen’s new ‘focus on:’ series. Half of The-Race podcasts are no sponsored by Aramco and feature contributors from Aston Martin and Aramco.
After years of nasty Lawrence invading people’s personal space and filming angry monologues, he has set about trying to make Aston Martin a team everybody can love again in the only way he knows how- by throwing a heap of cash at it.
It is quite unsubtle and, if I may briefly be half my age, a bit cringe!
I think you're over-analysing.Anyone else noticed the massive Aston Martin PR charm offensive this year? It’s unlike anything I’ve seen before!
I see you Larry!
All the journos were heavily schmoozed during the pre-season with a lavish dinner. The positive press about the team duly flowed well before the hype began about their performance. The Lance love-in was simmering away nicely even before his heroic bicycle crash comeback.
Pedro de la Rosa is popping up absolutely everywhere that’ll have him to tell us how brilliant it all is and how wonderful they all are. Not just on independent podcasts, but he and Mike Krack have each appeared twice on the F1 official podcast already this year.
Aston Martin title sponsor Aramco have also become title sponsor of The-Race and don’t forget the hyphen’s new ‘focus on:’ series. Half of The-Race podcasts are no sponsored by Aramco and feature contributors from Aston Martin and Aramco.
After years of nasty Lawrence invading people’s personal space and filming angry monologues, he has set about trying to make Aston Martin a team everybody can love again in the only way he knows how- by throwing a heap of cash at it.
It is quite unsubtle and, if I may briefly be half my age, a bit cringe!
I'm willing to bet PDR is being invited by many media (because he's likeable and Aston are doing well so more people are interested in the team).
What does Aramco becoming a title sponsor of The Race have to do with Aston Martin? Title sponsors look after themselves, not the teams they sponsor.
Again, i think you're seeing uncorrelated events and assuming they are connected/cause-effect.
Edited by gt_12345 on Tuesday 25th April 10:38
Probably part of Fernando’s job is to coach Lance.
Stroll Snr owns the team and his son is a driver within it. Probably couldn’t get a better coach than Fernando and as a Dad Stroll Snr probably wants the best for his son. Probably Lance’s best chance of being a World Champion than in a team Dad owns and sonny gets all the perks.
Lots of probablys and here’s another one, probably no chance of being World Champion despite being coached by a World Champion.
Stroll Snr owns the team and his son is a driver within it. Probably couldn’t get a better coach than Fernando and as a Dad Stroll Snr probably wants the best for his son. Probably Lance’s best chance of being a World Champion than in a team Dad owns and sonny gets all the perks.
Lots of probablys and here’s another one, probably no chance of being World Champion despite being coached by a World Champion.
InformationSuperHighway said:
See also Alonso suddenly becoming a big brother / father figure to Lance.
Something going on there.
Fernando's a political operator and not an idiot (At least until he feels slighted or disrespected by a team at which point all bets off and anything can happen). Stroll represents zero threat to Fernando so why not act as big brother and mentor a little. It's a win for him politically with team ownership and a win for him with everyone in the team. Fernando team player. Something going on there.
There must have been some concern amongst the Aston Martin team about employing Fred given his explosive/antagonistic departures from McLaren, Ferrari, McLaren X2 and Alpine.
Tazar said:
Probably part of Fernando’s job is to coach Lance.
Stroll Snr owns the team and his son is a driver within it. Probably couldn’t get a better coach than Fernando and as a Dad Stroll Snr probably wants the best for his son. Probably Lance’s best chance of being a World Champion than in a team Dad owns and sonny gets all the perks.
Lots of probablys and here’s another one, probably no chance of being World Champion despite being coached by a World Champion.
He got better coaching than Alonso, from Rob Wilson...who coached Bottas, Kimi, Nico, etc, etc. Although extra from FA would be a welcome addition.Stroll Snr owns the team and his son is a driver within it. Probably couldn’t get a better coach than Fernando and as a Dad Stroll Snr probably wants the best for his son. Probably Lance’s best chance of being a World Champion than in a team Dad owns and sonny gets all the perks.
Lots of probablys and here’s another one, probably no chance of being World Champion despite being coached by a World Champion.
vulture1 said:
I was going tonwait a bit longer but 4 races in and 5 qualis Lance is proving to be a definitive journeyman. Alonso right now is better than seb was but stroll is just nowhere.
The bigger picture continues to be Aston Matin Lagonda's financial results- burning cash at a huge rate and only about 9 months left until the £400m remaining cash is all gone. This follows the £650m capital raise in 2022 which has been used up. I wonder what the Strolls will do then?For a company that wants to (optimistically) sell 7,000 cars per year and has a net debt of £860m, the £24m annual sponsorship of Stroll's F1 team is lunatic- that's £3,500 per car.
Piginapoke said:
The bigger picture continues to be Aston Matin Lagonda's financial results- burning cash at a huge rate and only about 9 months left until the £400m remaining cash is all gone. This follows the £650m capital raise in 2022 which has been used up. I wonder what the Strolls will do then?
For a company that wants to (optimistically) sell 7,000 cars per year and has a net debt of £860m, the £24m annual sponsorship of Stroll's F1 team is lunatic- that's £3,500 per car.
For a company that wants to (optimistically) sell 7,000 cars per year and has a net debt of £860m, the £24m annual sponsorship of Stroll's F1 team is lunatic- that's £3,500 per car.
When Lawrence Stroll came to AML's rescue, he held all the negotiating cards. AML were desperate for money, quickly.
That presumably is how the annual sponsorship deal arose.
Even more significant was the other deal for the Racing Point private F1 team, to obtain the Aston Martin naming rights for free.
Think that contract runs until 2050, subject to AML board approval at intervals (who is the Chairman of the board?).
Having the Aston Martin name, enabled huge sponsorship money 'to drop from the sky' into the privately owned F1 team..
Sponsors queued up, wanting to be associated with the Aston Martin brand.
Just look how many new sponsorship announcements there have been.
Must be mega money in total.
Regarding your mention of AML negative cash flow.
That has been quite normal since business began in 1913.
There is so much passion for the marque, that money has always been forthcoming when needed.
No worries.
AML have of course now been paying to sponsor F1 for more than 5 years (Red Bull, then Racing Point).
The 'Win on Sunday Sell on Monday' marketing, has not worked yet for Aston Martin.
Study the sales figures over the past 5 years. It is fortunate that an SUV has joined the range, because total Sports and GT sales are way down on pre-pandemic levels.
Lawrence Stroll talks about a huge increase in the use of the Configurator, after each F1 weekend, but people looking at the internet has not yet translated into more sales. Cannot pay the wage bill with Configurator hits.
Edited by Jon39 on Monday 8th May 20:25
Alonso coaching Stroll and being a team player. Is it not FormulaNetflix?
I've never watched Drive to Survive but I saw a video about it where they put 'crash, bang, wallop' sound effects on the footage of crashes.
FormulaNetflix is an opportunity to make a much larger audience aware of Alonso, an audience that may be less aware of his previous political shenanigans? It's an opportunity for his to reinvent himself for a new audience that's unaware of the back story?
I've never watched Drive to Survive but I saw a video about it where they put 'crash, bang, wallop' sound effects on the footage of crashes.
FormulaNetflix is an opportunity to make a much larger audience aware of Alonso, an audience that may be less aware of his previous political shenanigans? It's an opportunity for his to reinvent himself for a new audience that's unaware of the back story?
Edited by carinaman on Monday 8th May 11:52
InformationSuperHighway said:
See also Alonso suddenly becoming a big brother / father figure to Lance.
Something going on there.
Lance is ZERO threat to Fernando.Something going on there.
Just look at the points tally; 5 races in and Fernando has 3 times more points than Lance, 4 podiums and a front row start.
In comparison, if you remove Lance's Bahrain heroics what he he done? He has seriously underperformed and if it wasn't for Alonso's mighty efforts, that car would be trundling home in 7th to 10th position getting small points despite being the second best car out there.
Alonso is sleeping like a baby at night.
Piginapoke said:
The bigger picture continues to be Aston Matin Lagonda's financial results- burning cash at a huge rate and only about 9 months left until the £400m remaining cash is all gone. This follows the £650m capital raise in 2022 which has been used up. I wonder what the Strolls will do then?
For a company that wants to (optimistically) sell 7,000 cars per year and has a net debt of £860m, the £24m annual sponsorship of Stroll's F1 team is lunatic- that's £3,500 per car.
This !For a company that wants to (optimistically) sell 7,000 cars per year and has a net debt of £860m, the £24m annual sponsorship of Stroll's F1 team is lunatic- that's £3,500 per car.
The deal is a crazy one, and Stroll senior and junior being main beneficiaries IMHO.
As a public company could AML could pay the boss's son £24 million in image rights and put his picture in the brochures?
kevinon said:
Piginapoke said:
The bigger picture continues to be Aston Matin Lagonda's financial results- burning cash at a huge rate and only about 9 months left until the £400m remaining cash is all gone. This follows the £650m capital raise in 2022 which has been used up. I wonder what the Strolls will do then?
For a company that wants to (optimistically) sell 7,000 cars per year and has a net debt of £860m, the £24m annual sponsorship of Stroll's F1 team is lunatic- that's £3,500 per car.
This !For a company that wants to (optimistically) sell 7,000 cars per year and has a net debt of £860m, the £24m annual sponsorship of Stroll's F1 team is lunatic- that's £3,500 per car.
The deal is a crazy one, and Stroll senior and junior being main beneficiaries IMHO.
As a public company could AML could pay the boss's son £24 million in image rights and put his picture in the brochures?
No offence, Lance.
Tazar said:
Lawrence Stroll was quoted in Autocar this week that he deserves a knighthood for all he’s done for Aston Martin. It certainly wouldn’t be for charity work as he does little that isn’t for Lawrence Stroll’s benefit.
The irony on this is Stroll isn't eligible as he is a Canadian. Gassing Station | Formula 1 | Top of Page | What's New | My Stuff