Yesterday

Aston Martin granted new Royal Warrant

Royal Arms to be applied to Aston branding for the first time in its 112-year history

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Aston Martin has been awarded a Royal Warrant by Appointment to His Majesty The King, which will be displayed on all its branding going forward. The Royal Warrant was actually confirmed almost a year ago, in May ‘24, but Aston has waited until now for the announcement so that it can coincide with the release of a new Royal Crest. King Charles III’s new design has been released by the College of Arms, which has created and maintained coats of arms for centuries. Given Charles has been a member of the Aston Martin Owners Club for more than 50 years, it feels a very appropriate match-up of manufacturer and monarch.

Aston and the Royal Family have plenty of history, of course. The King’s DB6 Volante is perhaps the most famous regal Aston, like the car seen in the images here, but there’s plenty more besides. Prince Philip, Duke of Edinburgh, acquired a 3.0-litre Lagonda in 1954; maybe a tad envious, the Duke of Kent bought the 1955 Monte Carlo rally-winning DB2/4 the year after.

Aston’s association with the King now extends back more than 40 years, the brand holding a Royal Warrant as a Motor Car Manufacturer and Repairer to His Royal Highness The Prince of Wales since 1982. When he was Prince of Wales, Charles opened the DBX plant in St Athan, and Aston Martin’s innovation was acknowledged with the King’s Award for Enterprise last year. So it’s been a little while coming.

Adrian Hallmark, CEO of Aston Martin: “Displayed with pride across our branding, the Royal Warrant is a testament to the dedication of our employees and our unwavering commitment to the values of British design, craftsmanship, and engineering excellence. Principles that His Majesty has steadfastly championed.” Keep a look out for new branding at Aston events over the summer.

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[Tablelamp]

Are we still supposed to be impressed by this crap!

[griffdude]

Will Tesla get ‘approved by Trump’ & a crest on the side?🤣

[biggbn]

Wow, I'll definitely buy one now...

[SydneyBridge]

If this was 24 hours earlier...

[JaseB]

Tablelamp said:

Are we still supposed to be impressed by this crap!

I'm gonna say that it's aimed at the export market... All power to them if it helps!

[TV200]

As budgets are cut and taxes raised, is this meant to make things better?

[garypotter]

Tablelamp said:

Are we still supposed to be impressed by this crap!

Brilliant 1st comment, but are they going bust??

[swisstoni]

Tablelamp said:

Are we still supposed to be impressed by this crap!

No but some might, and every little helps.

[J4CKO]

Bet certain folk absolutely st themselves when they see Royal and Warrant in the same sentence

[sidesauce]

JaseB said:

Tablelamp said:

Are we still supposed to be impressed by this crap!

I'm gonna say that it's aimed at the export market... All power to them if it helps!

Exactly this. Some in the UK may find this hard to believe but the Royal Warrant still carries significant prestige in a lot of places around the world.

[BevR]

Hopefully this will make their cars 25% more appealing in the US.

[MrBarry123]

BevR said:

Hopefully this will make their cars 25% more appealing in the US.

[LotusOmega375D]

Just checked the contents of my fridge and this puts Aston Martin on a par with such aspirational brands as Colman’s mustard and Hellman’s mayonnaise.

[Every day a journey]

Is L. Stroll Snr trying to do an Al Fayed?

[Red6]

I thought they had one ages ago.

[Lifesbloodygood]

Very impressive, well done Aston

[loveice]

griffdude said:

Will Tesla get ‘approved by Trump’ & a crest on the side???

Why not...

All Trump's MAGA products will probably get Putin's personal warrant as well...

[JJJ.]

No mention of 007...

[thepritch]

sidesauce said:

Exactly this. Some in the UK may find this hard to believe but the Royal Warrant still carries significant prestige in a lot of places around the world.

Indeed, and still in uk. The village up from us. Ballater, has very strong links with the royal family and most shops carried the royal warrant above the door. When the queen died, I believe they all had to reapply for a new warrant and some weren’t approved so they lost the prestige.

Make little difference to me, but on a world / tourist stage you’re spot on.

[malaccamax]

This is just bought right? There isn't a grand test-drive of all sports cars over £100,000 and the King says, well I thought the McLaren handled the best but for overall driver appeal it's got to be the Aston.