Following Aston Martin Aramco Formula One Team's first podium of the 2023 season, Aston Martin's iconic Racing Green has officially become the most popular colour choice amongst new car buyers, for the very first time.
At the start of the 2024 Formula One season, retail data has shed new light on the impact of Aston Martin's return to Formula One and Fernando Alonso's historic debut podium with the team at the Bahrain Grand Prix 12 months prior.
Nearly a quarter of Aston Martin customers are opting are selecting one of the marque's nine exclusive shades of green for their dream car, with the official Aston Martin Racing Green colour now the number one choice, ahead of traditionally popular paint colours.
Aston Martin Racing Green proved an instant hit with customers. In its first year of availability, the colour option represented around seven per cent of new car orders and that number has steadily grown in the years that followed. In 2023, that number reached a new height of 12 per cent eclipsing the popularity of all other colours and approaching a figure of double the next most popular option, Xenon Grey at 6.8 per cent.
These impressive figures can be attributed to the success of Aston Martin Aramco on track last year and, more specifically Fernando Alonso's historic first podium in green. A direct correlation of 29 per cent increase in website traffic as well as a spike in orders of the iconic colour came in April 2023.
"Aston Martin was born out of racing, so 111 years on, it is fitting that this iconic brand sits at the pinnacle of motorsport, supercharging our ultra-luxury and high-performance credentials while engaging a passionate community," said Aston Martin Global Chief Brand and Commercial Officer Marco Mattiacci.
"Our presence on the grid has propelled the brand onto the global stage, but also captured the imagination of loyal and new customers who are specifying more cars in green than ever before. Just as James Bond made the Silver Birch paint tone synonymous with DB5 and the brand more broadly, 60-years on, Aston Martin's on-track success is putting Aston Martin Racing Green at the forefront of customers' minds when purchasing their Aston Martin."
The buzz around green Aston Martins wasn't limited to just Racing Green, either. An expanded colour palette includes nine total variants of green – up from four at the beginning of 2021 – and together with the bespoke division, has encouraged customers to specify 30 different shades of green.
Aston Martin Aramco's 2023 tally of eight podiums and 280 Championship points also helped in attracting new clientele. Of those who purchased the racing-inspired Vantage F1 Edition model, 72 per cent were new customers to the brand while numerous market research studies indicate that the brand's involvement in F1 increases the appeal of owning a road-going car with the winged emblem.
Further building on the synergies between road and track, earlier this month, Aston Martin boldly launched its new Vantage sports car and Vantage GT3 racer on the same day as the AMR24 F1 challenger in the brand's most significant launch event to date.
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