Aston Martin Partners with Xerox for Cutting-Edge Digital Solutions in Formula 1
In a move that showcases its commitment to innovation, Aston Martin’s Formula 1 team has announced a new global partnership with Xerox, the office technology leader. The deal, set to commence in the 2024 season, will see Xerox provide the team with a range of digital technology solutions to enhance its on- and off-track performance.
Xerox will assist Aston Martin across a variety of areas, including managed print services, augmented reality (AR), and marketing insights. This partnership will enable the team to leverage Xerox’s expertise in delivering data-backed insights and implementing cutting-edge solutions like telemetry overlays and AR technology, which will benefit both the team’s work at the circuit and in their new wind tunnel facility.
“Xerox has long been a leader in innovation, and this partnership brings together two brands that thrive on precision and efficiency,” said Jefferson Slack, Aston Martin’s commercial and marketing managing director. “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, Xerox’s chief growth and disruption officer, echoed Slack’s enthusiasm, stating:
“Just as the Aston Martin Aramco Formula 1 Team relentlessly pursues peak performance on the track, Xerox empowers businesses to accelerate their digital transformation journey with cutting-edge solutions. Together, we are shaping a new future – where agility meets innovation, and businesses achieve excellence at the speed of F1.”
The Xerox partnership comes on the heels of another significant announcement from Aston Martin, as the team recently revealed a new deal with sportswear brand Puma, which will become the official supplier of the team’s apparel, athleisure, and technical gear from the 2024 season onwards.
As Aston Martin continues to build its Formula 1 program, these strategic partnerships with industry leaders like Xerox and Puma demonstrate the team’s commitment to pushing the boundaries of performance and innovation in the sport.
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