Aston Martin’s iconic Racing Green colour has accelerated past its competitors to claim pole position as the top choice among new car buyers. This surge in popularity coincides with the start of the 2024 Formula 1 season, where eyes are set on Bahrain’s Grand Prix, and nearly a quarter of Aston Martin enthusiasts are opting for one of the brand’s nine exclusive shades of green.
Introduced in 2021 to celebrate Aston Martin’s return to Formula 1, Racing Green quickly became a fan favourite. Initially representing 7% of new car orders, it has since doubled in popularity, now featuring on 12% of new Aston Martins, leaving the second favourite, Xenon Grey, in the dust with 6.8%.
The trend gained extra traction following Fernando Alonso’s historic podium finish for the Aston Martin Aramco Formula One Team in last year’s season opener. The team’s impressive performance in the 2023 season fuelled a spike in Racing Green orders, with a notable 29% increase in website traffic immediately after the Bahrain race.
Marco Mattiacci, Aston Martin’s Global Chief Brand and Commercial Officer, highlights the brand’s deep-rooted connection with racing and its impact on customer choices. “Much like James Bond’s association with the Silver Birch DB5, our F1 success has made Racing Green the go-to colour for Aston Martin aficionados,” he explains.
Aston Martin’s refreshed brand identity and main F1 livery colour have driven demand for green shades across its high-performance portfolio. Now offering nine green variants, up from four in early 2021, the brand caters to the most discerning customers, including 30 unique shades in its bespoke division, Q by Aston Martin.
The brand’s F1® involvement has attracted a new breed of customers. Aston Martin notes that 72% of buyers of the Vantage F1® Edition model were new to the brand, and a staggering 88% of luxury car buyers interested in F1 are more likely to choose an Aston Martin.
The 2023 season saw a 20% rise in online configurations sent to dealers on race weekends, highlighting the synergy between the track and the showroom. This relationship is further celebrated with Aston Martin’s simultaneous launch of its new Vantage sports car, Vantage GT3 racer, and the AMR24 Formula 1 challenger, all paying homage to the brand’s historic connection with British Racing Green.
This colour trend, rooted in Aston Martin’s racing heritage and bolstered by its recent F1 success, shows no signs of slowing down as the brand continues to drive its legacy both on and off the track.
