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The partnership will provide managed print services, augmented reality technology, and marketing insights to Aston Martin’s Formula One team
The Aston Martin Aramco Formula One team (Aston Martin) has announced Xerox as the team's official global partner.
The multi-year partnership between Xerox and Aston Martin will commence in 2025. Xerox will work with the Formula One (F1) team to support its digital technology functions both on and off the racetrack.
Xerox will provide a range of managed print services for the company. This will include printing translucent “overlays” for the team, displaying telemetry data for each driver across a single lap. The prints will be designed to be overlayed on top of each other, to compare one driver against the other and assess their relative lap times.
Xerox and Aston Martin are also exploring the use of augmented reality technology for remote assistance at trackside during races as well as in the team’s upcoming wind tunnel, which is due for renovation.
Xerox also plans to incorporate its data gathering technology to provide the team with marketing insights. This may include a range of its existing solutions such as its MPS Advanced Analytics tool and its Capture and Content Services software.
In celebration of the announcement, Xerox branding will be visible on both of Aston Martin’s F1 vehicles at the Las Vegas Grand Prix this weekend (November 22nd to 24th).
This year, the vehicles are driven by two-time World Driver’s Champion Fernando Alonso, and Lance Stroll, son of executive chairman of Aston Martin, Lawrence Stroll.
Speaking of the partnership, Jefferson Slack, managing director of commercial at Aston Martin says: "Xerox has long been a leader in innovation, and this partnership brings together two brands that thrive on precision and efficiency.
“We are excited to work with Xerox and leverage their expertise to enhance our team’s digital operations. As we push the boundaries of performance, this partnership will drive us forward."
Deena LaMarque Piquion, chief growth and disruption officer at Xerox, states: “Just as Aston Martin Formula One team relentlessly pursues peak performance on the track, Xerox empowers businesses to accelerate their digital transformation journey with cutting-edge solutions.”
The announcement comes during a time of change at the F1 team, which currently sits at 5th in the constructors’ championship.
The team recently recruited celebrated car designer and engineer Adrian Newey to lead its F1 car design next year, in a five-year contract worth up to a possible £30m a year, including bonuses and add-ons. In his career, Newey has won 13 drivers' championships and 12 constructors' titles with racing teams — Williams, McLaren, and most recently, Red Bull.
Aston Martin technical director Dan Fallows also recently left his role with the team, with executive director Bob Bell announced to fill in on a temporary basis.
