Aston Martin updates wings logo, launches new brand campaign

With level of competition raising, electrification coming and Aston Martin transferring into new segments, the British ultraluxury brand is rolling out a new world marketing and advertising marketing campaign centered close to the phrases “Intensity. Pushed.”

And, for just the eighth time in Aston’s 109-yr record, the firm’s famous winged brand is slated for an update.

It truly is all section of an work to boost buy consideration amongst youthful customers, Marek Reichman, Aston’s chief imaginative officer, instructed Automotive Information through Zoom from England.

“If you look at the common Aston Martin, it is a front, midengine GT car, 2+2 or 2+. We now have an SUV. We now have three derivatives of that SUV. But we are also searching at increasing in the midengine phase simply because we have Valkyrie, and we have bought Valhalla coming and the possible [derivatives] just after that,” Reichman said. “So, we are going from a fairly identified type and form for Aston Martin to a two brand-new forms and designs, so that will instantly catch the attention of brand name-new consumers.”

Renato Bisignani, head of global marketing and communications, explained the campaign is aimed at prospective customers in their 30s to mid-40s.

“It really is about getting entrance and centre of intellect. It can be the motive we have the system of Components One. It truly is 1 of the biggest promoting platforms on a worldwide scale approximately just about every weekend there are almost 500 million viewers on a world-wide scale. It really is about protecting relevance. You can manage want. But if you go to the back again of someone’s intellect, and you are not front and centre of their selection-making, possibly they go somewhere else,” he mentioned.

One component of the “Depth. Driven.” campaign is a brief movie that makes an attempt to seize the visceral encounter of being at the rear of the wheel of an Aston Martin. The audio of the engine and exhaust, and details showcasing the brand’s attention to depth in design and style, are a several of the points on which the movie will target.