Hyper-focus
An unshakeable belief. An unwavering energy. An unstoppable force. We're doubling down on what matters on and off the track.
Focus. This is a story more than 110 years in the making.
From the moment of its inception, Aston Martin has never lost focus. Forged in competition, driven by performance, we have always had a singular focus to win – a steadfast vision throughout a climb that started at the foot of Aston Hill in 1913.
Since our return to the pinnacle of motorsport in 2021, we set out to do F1 differently: to reenergise and redefine the sport by harnessing the power of our people, technology and partners. Together, pushing for progress at every turn.
Hyper-focus is our very clear vision and ambition: to build a winning race team.
In three years, we have achieved what would take most organisations decades: growing in people, infrastructure, performance, and positive influence on the world around us.
The progress we have made is not by chance, it's the result of that same steadfast vision that has spanned throughout our story – a green thread that connects us with Robert Bamford and Lionel Martin at the foot of that hill more than a century ago.
From newcomers to pioneers, we've evolved. Channelling a new energy that charged us to our most successful season to date in 2023: 280 points, eight podiums, the forging of new partnerships, the fastest growing fanbase in Formula One and myriad initiatives to drive positive societal impact. And we're not stopping there.
Winning in Formula One demands complete dedication – nothing less – and now we are sharpening our focus on what matters most to make the next step on our ascent. We are hyper-focused. Committed to innovation and excellence, honing our collective will and purpose to make every action as impactful as it can be.
A single-minded approach to our winning ambitions – blocking out the noise and only concentrating on what matters. That's what hyper-focus is.
It's the details within the details that make the difference. The extra point of downforce, the milligram shaved off the car, the tenth of a second saved in a pitstop. It's the constant push for more and daring to go that little bit further than before.
It's clear thinking in an age of clutter, cutting through the noise and focusing only on what is important – on what really matters. And it's having the courage to break with convention to forge your own path.
Our partners are the unsung heroes of our pursuit, the silent forces powering our drive. They are the cornerstone of our hyper-focused journey. Without their expertise, our focus would falter. Together, passion and precision are what propel us and make us a united force.
Hyper-focus means total dedication to what you do, to be united, to send a message that we are here to work 24 hours a day, seven days a week – everyone giving 100 per cent.
We have always been about more than just competing on the track. When we set out on our climb, we sought to change the game – to Make A Mark. We recognised the power of our platform in sport and the wider world as an opportunity to make a difference in society and use our expertise as a force for good. This year, we are doubling down on our efforts, pushing the boundaries of possibility while inclusively and responsibly shaping a better future for all on our winning journey.
Our hyper-focus is also on putting our fans first. We see you, we hear you, and we thrive because of you. You are the lifeblood of our sport, and this season we're step-changing your fan experience to bring you even closer with an I / AM programme that delivers more: more experiences, more ways to engage, more moments to share, and more opportunities to join us and shape our journey.
It all starts on 12 February with the launch of our new challenger, and everyone is welcome.
Together, we are unstoppable.
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