Aston Martin: is the boat sinking?

Aston Martin: is the boat sinking?

13 May 2022 BY Jean-Sébastien Poudrier
Aston Martin

Aston Martin is undoubted one of the most recognizable luxury car brands in the world. Some of its cars have been made famous thanks to cinema success, such as James Bond, but the English manufacturer managed to stand out by itself way before that in various racing events. In fact, the legendary Carroll Shelby himself won the 24 Hours of Le Mans behind the wheel of an Aston Martin.


Things have been great for the British manufacturer in the past, but it's a whole different story lately. You see, Ford bought the group in 1980 and sold it in 2006 after the major financial crisis in the US. So Aston Martin fell in the hands of David Richards and the LVMH group in 2007. Finally, after purchasing 16.7% of the company in 2020, Lawrence Stroll, a billionaire Canadian Businessman, took command of the English manufacturer. He eventually bought 25% of Aston Martin to mostly take complete control of its aftermath. I think we all know Stroll did this mainly to finance the Aston Martin Formula 1 team.


The Beginning of the End


Aston Martin Formula 1 Team or Racing Point perhaps, I should say, had a reasonably good season in 2020 a this was one of the motivations for Lawrence Stroll to go forward with the British brand. Lawrence Stroll even appeared in Netflix's Original series Drive to Survive a lot for the 2020-year season.


Finally, the team started the 2021 season as Aston Martin officially, and it was a very tough year. The Canadian Businessman didn't appear much in the 2021 season of the Netflix series, which showed something was wrong. Aston Martin F1 team took a significant hit at the beginning of the 2022 season since his team principal Otmar Szafnauer left to join Alpine F1 Team.


For many, this sounds like the near end for the Formula 1 team, and to be frankly honest, Aston Martin didn't succeed in making a good car, in my opinion. Sebastian Vettel and Lance Stroll are excellent drivers, and they proved it many times in the past. I feel like the car they have in their hands for 2022 isn't able to keep up with the rest of the pace. As you might know, the Aston Martin F1 is powered by a Mercedes engine, and Mercedes itself has some trouble this year.


Now, this is a significant problem for Aston Martin as a car manufacturer because Lawrence Stroll invested in the company mainly for its F1 team. I don't think that without the Formula 1 Team, Stroll would continue to manage the manufacturer or have any interest in it. Well, Aston Martin took another major hit a couple of days ago when its CEO, Tobias Moers, decided to leave.


A New Era for Aston Martin


There is hope still since Amadeo Felisa, former Ferrari CEO, took Tobias Moers's seat at the head of Aston Martin. There are some rumors about the fact Stroll didn't like Moers and is far way more interested in Felisa's way of seeing things. Stroll is a huge car collector, and he owns some of the rarest and most expensive Ferrari in the world.


Hopefully, this is the beginning of a new era for Aston Martin, the manufacturer which could allow Stroll to spend more time and more money on its F1 team. With the upcoming arrival of Porsche and Audi in F1 in 2026, it is crucial for Aston Martin to solidify its base for years to come if the team wants to stay in F1. The sport gained a lot of popularity in the past few years, especially with the younger generation, and Stroll knows it's a good thing as a businessman.


Jean-Sébastien Poudrier

Tags: Aston Martin, Audi, Ferrari, Ford, Porsche, Shelby

Author: Jean-Sébastien Poudrier