Aston Martin’s F1 is more than the vision speed.

When? Aston Martin returned to Sutra 1 Four years ago, the target was not just the top step of the podium – it was something big. The long -term vision of the Lawrence walk for a championship winning team has been well propagated, but the AMR Technology Campus has another plan in speed, run by the Chief Marketing Officer, Rob Bloom. He joined McLaren in 2021 with a clear purpose in Aston Martin: to build the most culturally relevant team on the F1 grid.

“This is currently one of the most exciting projects in World Sport,” Bloom told Motorsport.com. “We have moved from 350 people to 900 people in four years. This is a notable change of a team with a very clear vision, which is to win in Formula 1.” Heritage-rich teams such as Ferrari or Williams may bow to heritage, while Red Bull made its name as a disruption of Padock’s party in the 2000s. For Eston Martin – an 112 -year -old luxury brand – Bloom saw an opportunity to chart a new course, embracing Fandum, community and culture.

“We were a start-up in so many ways because we had this opportunity to do F1 in a different way,” he explained. “We set ourselves as a brand as a sports team, and there are not many people who are thinking in this way.” That mentality led an in-house creative structure, which is more commonly found in fashion houses than Padocks. “Our direction and creative identity are considered incredibly,” he said. “If we want to tell stories through the Eston Martin style lens, we need talent that can do so in a sophisticated manner.”

Eston Martin Esthetic is a major stunning and a heritage motor vehicle brand, but is a major pillar of the inclusive team. Given the average cost of beloved sports cars by James Bond, this perception seems almost incompatible. “We talk about ourselves as an inclusive-unique brand-the most inclusive-unique brand in the world game,” Bloom said.

The team’s deliberate efforts to broaden their access beyond the traditional motorcyst fan base include a leading hug of affected and platforms like Tikokok. Social media administrators have also often popped up in the comment section of fan videoWhich has not paid any attention by the F1 community. “Fans are everything in this game. I don’t think we should talk about opening or closing the doors for anyone – I think that closes the door in the first place?” Bloom said. “The game must be fundamentally available to all … The biggest mistake to people is thinking that the game exists Here And Tiktok is present as a platform ThereWe like to think that F1 is present But Tiktok, “He continued.” Conversation, noise and sheer happiness that is happening within the comment section on Tiktok … This is where our game is present and where so many fans are present. ,

In addition to the material created in-house, the Bloom team has tapped several social media creators to spend time in the last four years. “We facilitates his ability to tell his audience a rich story, and perhaps do it a little differently that we will do,” he explained. “A humility for brands is that we do not have all the answers. Sometimes it is only about unlocking access to those who can tell stories in a wonderful way.”

The same thinking has shaped Aston Martin’s real -world activism. “We have admitted that fans only have wide interactions compared to motorcystroke, and are cultural crossover with music, sports and fashion,” Bloom said. During the Miami Grand Prix, the team participated with Buzzy Australian DJ DOM DOMA for a private set of 700-individuals in their WYNWOOD Pop-Up-I / AM community. Two weeks later, Aston Martin sponsored the Santon Cup football tournament in Monaco, a program installed by UK Wraper Dave, which has been associated with the team since performing at its 2021 car launch.

On the goods front, they are “boldly leaned into the drop culture” with premium offerings, including “a collaboration with rolling stones.” They are an iconic British band, with an unplaced age, “Bloom said.” We brought in drivers, show cars, simulator, captured their carnebi stores. It is about making special moments of happiness. We want to reward our fans with experiences that should not be inside a hospital on a race track to enjoy. ”

Fundamentally, Bloom is in the business of understanding modern fantasy. “We want to show fans that this is how the game can love you,” he said. This is a marketing strategy that does not rely too much on its drivers – lance walking and fernando alonso – to work successfully. Where Lando is unwavering attached to Noris McLaren, and Mercedes is still shaping his identity after Lewis Hamilton’s departure, Eston Martin is playing a broad game.

“We will always recognize that drivers have an integral role,” Bloom said. “But we were the first team to shrink the perception of a driver squad.” The group includes Jessica Hawkins, Tina Hosman, Felip Dragovich, Stoffel Wandourn, and Pedro de la Rosa – bring something different for each team’s storytelling toolkit.

It also opens the door for engineers and creatives – such as design icon Adrian Navy, the team’s “Project Pencil” launch campaign – to step into the spotlight. “First and foremost, we are here to compete and win on the track,” Bloom said. “But we are also making a brand that is relevant, modern, meaningful and real. And I believe we are just starting.”