Skip to main content
Sister Publication Links
  • Automotive News
  • Automobilwoche
  • Automotive News Canada
  • Automotive News China
Subscribe
  • Subscribe
  • Newsletters
  • Login
  • HOME
    • Latest news
    • Automakers
    • Suppliers
    • New Product
    • Environment/Emissions
    • Sales By Market
    • On The Move
    • Auto Shows
    • Munich Auto Show
    • Geneva Auto Show
    • Paris Auto Show
    • Beijing Auto Show
    • Shanghai Auto Show
  • Features
    • Long Read
    • Interview of the Month
    • Focus on Electrification
    • Focus on Technology
    • Segment Analysis
    • Cars & Concepts
    • Supplier Spotlight
    • Europe By The Numbers
  • Opinion
    • Blogs
    • Commentary
    • Guest columnists
  • Photos
    • Photo Galleries
    • Geneva Photo Gallery
    • Beijing Photo Gallery
    • Frankfurt Photo Gallery
    • Paris Photo Gallery
    • Shanghai Photo Gallery
  • Podcasts
  • Car Cutaways
  • EVENTS
    • ANE Congress
    • ANE Rising Stars
    • ANE Eurostars
  • More
    • Publishing Partners
    • Social Media
    • Contact Us
    • Media Kit
    • About Us
    • Capgemini: All or nothing: Why circular business models require a holistic approach
    • Capgemini: Invent Head on automotive takeaways from CES 2023
    • Capgemini: Securing the industry's future through a radical rethink
    • Capgemini: Succeeding with the automated driving journey through AI
    • Capgemini: The circular economy is spurring new thinking on EV batteries
    • Capgemini: Toyota and Capgemini leaders on how OEMs can handle industry changes and succeed
    • HEXAGON: Plugging into data is the only way to make winning EVs
    • TUV Rheinland: Ideas, services and certifications for smart mobility
    • TUV Rheinland: Testing of automated and autonomous vehicles on test tracks
    • Toyota Europe
    • UFI Filters
    • Facebook
    • Instagram
    • LinkedIn
    • Twitter
MENU
Breadcrumb
  1. Home
  2. Automakers
July 20, 2022 07:00 AM

Aston Martin updates wings logo, launches new brand campaign

Aston Martin is rolling out a global marketing campaign centered around the words 'Intensity. Driven.'

Richard Truett
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    aston martin new logo 2022
    Aston Martin

    With competition increasing, electrification coming and Aston Martin moving into new segments, the British ultraluxury brand is rolling out a new global marketing campaign centered around the words "Intensity. Driven."

    And, for just the eighth time in Aston's 109-year history, the company's famous winged logo is slated for an update.

    It's all part of an effort to increase purchase consideration among younger buyers, Marek Reichman, Aston's chief creative officer, told Automotive News.

    "If you look at the traditional Aston Martin, it's a front, midengine GT car, 2+2 or 2+0. We now have an SUV. We now have three derivatives of that SUV. But we are also looking at expanding in the mid-engine segment because we have Valkyrie, and we've got Valhalla coming and the potential (derivatives) after that," Reichman said. "So, we are going from a relatively recognized form and shape for Aston Martin to a two brand new forms and shapes, so that will automatically attract brand new customers."

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

    "It's about being front and center of mind. It's the reason we have the platform of Formula 1. It's one of the biggest marketing platforms on a global scale, nearly every weekend there are nearly 500 million viewers on a global scale. It's about maintaining relevance. You can maintain desire. But if you go to the back of someone's mind, and you are not front and center of their decision making, maybe they go somewhere else," he told Automotive News.

    One part of the "Intensity. Driven." campaign is a short film that attempts to capture the visceral experience of being behind the wheel of an Aston Martin. The sound of the engine and exhaust, and details showcasing the brand's attention to detail in design are a few of the points the film will focus on.

    "Customers have an intense relationship with our cars. This is all about heightening that. It's very difficult sometimes from a static image to convey the emotion, the heartbeat rising, the emotion, the love for our cars," said Reichman. "You will truly feel it when you drive it. That's when it truly clicks. You'll understand that sound, the sensations, the smell, the comfort, the excitement."

    The updated Aston logo will show up on a production car next year when new models debut. Dealers will learn about the new logo and marketing campaign in a webinar this week and will be expected to update their signage and other assets in about six months.

    "We are a brand that is 109 years old and we are evolving over time," said Reichman. "We are two years and a bit into a brand new market with our SUV. SUV customers have more and different choices, so it is about maintaining relevance to those customers as well."

    RECOMMENDED FOR YOU
    Former Audi CEO Stadler faces conviction in VW diesel scandal court case
    Recommended for You
    AUDI Stadler
    Former Audi CEO Stadler faces conviction in VW diesel scandal court case
    Seat Martorell factory
    Spain plans to tender EU funds for EVs, batteries in renewed push
    Seat/Cupra pillar
    VW recasts Seat brand for car sharing and subscription role
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Get Free Newsletters

    Sign up and get the best of Automotive News Europe delivered straight to your email inbox, free of charge. Choose your news – we will deliver.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    SUBSCRIBE TODAY

    Get 24/7 access to in-depth, authoritative coverage of the auto industry from a global team of reporters and editors covering the news that’s vital to your business.

    SUBSCRIBE NOW
    Connect with Us
    • Twitter
    • Facebook
    • LinkedIn
    • Instagram

    Founded in 1996, Automotive News Europe is the preferred information source for decision-makers and opinion leaders operating in Europe.

    Contact Us

    1155 Gratiot Avenue
    Detroit MI  48207-2997
    Tel: +1 877-812-1584

    Email Us

    ISSN 2643-6590 (print)
    ISSN 2643-6604 (online)

     

    Resources
    • About us
    • Contact Us
    • Advertise with us
    • Advertise with Us
    • Ad Choices Ad Choices
    • Sitemap
    Awards
    • Rising Stars
    • Eurostars
    • Leading Women
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News Europe
    Copyright © 1996-2023. Crain Communications, Inc. All Rights Reserved.
    • HOME
      • Latest news
      • Automakers
      • Suppliers
      • New Product
      • Environment/Emissions
      • Sales By Market
      • On The Move
      • Auto Shows
        • Munich Auto Show
        • Geneva Auto Show
        • Paris Auto Show
        • Beijing Auto Show
        • Shanghai Auto Show
    • Features
      • Long Read
      • Interview of the Month
      • Focus on Electrification
      • Focus on Technology
      • Segment Analysis
      • Cars & Concepts
      • Supplier Spotlight
      • Europe By The Numbers
    • Opinion
      • Blogs
      • Commentary
      • Guest columnists
    • Photos
      • Photo Galleries
      • Geneva Photo Gallery
      • Beijing Photo Gallery
      • Frankfurt Photo Gallery
      • Paris Photo Gallery
      • Shanghai Photo Gallery
    • Podcasts
    • Car Cutaways
    • EVENTS
      • ANE Congress
      • ANE Rising Stars
      • ANE Eurostars
    • More
      • Publishing Partners
        • Capgemini: All or nothing: Why circular business models require a holistic approach
        • Capgemini: Invent Head on automotive takeaways from CES 2023
        • Capgemini: Securing the industry's future through a radical rethink
        • Capgemini: Succeeding with the automated driving journey through AI
        • Capgemini: The circular economy is spurring new thinking on EV batteries
        • Capgemini: Toyota and Capgemini leaders on how OEMs can handle industry changes and succeed
        • HEXAGON: Plugging into data is the only way to make winning EVs
        • TUV Rheinland: Ideas, services and certifications for smart mobility
        • TUV Rheinland: Testing of automated and autonomous vehicles on test tracks
        • Toyota Europe
        • UFI Filters
      • Social Media
        • Facebook
        • Instagram
        • LinkedIn
        • Twitter
      • Contact Us
      • Media Kit
      • About Us