Will Sebastian Vettel be Aston Martin’s F1 saviour?

If Formula 1 needs a reminder of its ruthlessness, consider Sergio Perez. Just over two years ago, he triggered the action that helped save what was then called Force India, with the separate entity its assets were transferred to becoming the current Racing Point squad. In 2021, that team will become known as Aston Martin. And its drivers will be Lance Stroll and Sebastian Vettel. Perez finds himself heading out of the squad where he has raced since 2014 and which he can legitimately say he helped to save. Sergio Perez, Racing Point and Sebastian Vettel, Ferrari in the Press Conference Photo by: Joe Portlock / Motorsport Images "Everybody at Racing Point would like to thank Sergio for his hard work and dedication over the years, and wish him every success in the future," read a press release announcing the news. There's no doubting that message's sincerity, but that's it: thanks and goodbye, onto the next chapter. It's the cold business of F1 - the sport provides the emotion. And it's business logic that's the key to understanding why Racing Point owner Lawrence Stroll has moved to jettison Perez and bring in Vettel, who also suddenly found himself staring at a team exit in 2020, when Ferrari opted to move on, with Vettel's mission to win a title in scarlet left unachieved. Lance Stroll, Racing Point, Sebastian Vettel, Ferrari, in Parc Ferme Photo by: Mark Sutton / Motorsport Images Stroll and his Yew Tree consortium bought into Aston Martin at the start of this year and announced the 2021 Racing Point rebranding at the same time. Then, Aston's share price was at £1.29 - famously down from £19 per share at its stock market launch in 2018. Stroll has already had to organise a £536m cash injection, as part of wider steps regarding the manufacturer's financial footing, just to make sure it got through this depressingly unpleasant year and could even continue contemplating its F1 expansion. The plan is still on - Aston's title sponsorship deal at Red Bull will cease and the (uninspiring) Racing Point name will disappear, with the famous motorsport moniker back as an F1 entrant for the first time since 1960. Clearly, this is tied into Stroll's other Aston asset - the luxury road car business - and is the latest example of a new trend in F1 marketing. The cliche, 'win on Sunday, sell on Monday' still applies, but companies are going about it in a different way these days. Aston Martin RB 001 in Red Bull Racing livery Photo by: Javier Oquendo / Car Keys The trend now eschews the lavish team purchases/establishments of 20-25 years ago, and does what Stroll is doing with his F1 team and road car business - apply the name of one to another. The Alfa Romeo/Sauber arrangement is another example, although to a lesser extent given Aston's F1 and road car divisions will have a technology transfer arrangement. The same will apply of Alpine/Team Enstone now that Renault has also decided to pursue a rebranding of its F1 squad for 2021. We cannot consider the Aston (and Alfa and Alpine) squads as 'works' entries in the traditional sense - they are marketing vehicles placed on top of existing racing businesses. It is more akin to the 'works' relationships some teams had with engine suppliers in years gone by, and Red Bull still has today with Honda. It could even be argued that the all-conquering Mercedes squad is doing a similar thing - being run as an ultra-efficient (and ultra-successful) entrepreneurial enterprise, which reduces its reliance on funding from Daimler. With the introduction of F1's cost cap, the aim will surely be for the rebranded Aston squad to at least cover its back. Sebastian Vettel at the wheel of the Aston Martin Photo by: IMP And so, we return to the ruthless decision to oust Perez in favour of a four-time world champion and Vettel's value to Aston's road car business. "For a start, there will be a lot of interest," says Nigel Geach, senior vice president of global motorsport at sports media valuation, data intelligence and research consulting firm, Nielsen Sport. "So, on very sort of hard facts, he will be featured [in the media]. If the car is good, which it firmly is [in 2020], he personally will get a lot of media exposure. He's not always a great in front of the camera guy. But he will bring a maturity. "There is a value, you can calculate the value. The way that one does that is what he [is], his image - you will have a brand image. And how they link that back to Aston Martin will be interesting. He'll be an ambassador to Aston Martin. "So yes, it will enhance the 'value' of Racing Point, or Aston Martin. And when you're launching something new, who better to have than a four-time world champion?" Sebastian Vettel, Ferrari, sprays the champagne after winning the race Photo by: Andrew Hone / Motorsport Images When Vettel's signing was secured, Aston's share price was hovering below 60p per share after the COVID crisis had bitten, and it has roughly continued to do so since. Of course it's too early see how Vettel's arrival and results may impact this indicator - and how many more Aston cars are sold on the back of its F1 programme. But it is a tried and tested strategy. Because that's what Stroll and Aston will be able to do with Vettel. He's an extension of the new F1 marketing model, albeit it in very traditional ways. Here you have a driver, a known anglophile, capable of charming Top Gear and Jeremy Clarkson aged 24. New world champion Sebastian Vettel, Red Bull Racing RB6 Renault kisses his trophy on the podium Photo by: Glenn Dunbar / Motorsport Images Apply that to a brand that sells itself on Britishness - note, four Astons are set to appear in the next James Bond film. Consider the expectation the team's livery will change from its current pink to at least mirror the fluorescent green used for Aston's World Endurance Championship Vantage machines that just won the GTE Pro class at Le Mans (or go full British racing green) and the strategy behind Vettel's signing is clear. His image should be plastered in Aston's show rooms and marketing publications. Aston still needs sponsors such as BWT, which lent its garish corporate colours to Force India/Racing Point and gave such strong support, as evidenced by the team's 2020 launch event back in another lifetime at its Mondsee headquarters. Such ties enhance the entrepreneurial approach teams are embracing. "The good thing with Sebastian is that he's had his glory of the championship races, and he's getting to the, not the end of his career, but he's an older driver," explains Geach. "And if you think about it, the marketing of Aston Martin, they want to bring that what they call the 'younger client', but the 'younger client' is probably a 40-year-old, very successful person. "And, Sebastian [33] fits into that category. You could see Sebastian driving an Aston Martin." Max Verstappen, Red Bull Racing and Pierre Gasly, Red Bull Racing in a James Bond Aston Martin DB5 Photo by: Zak Mauger / Motorsport Images Hiring Vettel is still something of a risk. He added to his lengthy list of unforced errors at Ferrari with his 70th Anniversary GP lap one spin, which was followed by Daniel Ricciardo dubbing his own off in the same race a "Seb spin". And he has been repeatedly outshone by Charles Leclerc, around who Ferrari is now building for its future as it once did with Vettel. But, given he is yet to turn a wheel for his new squad, he must be given the benefit of the doubt. This is a chance for a reset - a wholesale change where he can give Racing Point/Aston the benefit of his years of experience and 53 wins. Plus, of course, those four illustrious world titles, which the Aston road car division will hope can help revive its fortunes.

Series	Formula 1
Author	Alex Kalinauckas

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Will Sebastian Vettel be Aston Martin’s F1 saviour?

Racing Point's decision to hire Sebastian Vettel for the start of its new era as Aston Martin is intriguing. Lawrence Stroll's team opted to cut the emotional ties to Sergio Perez to sign a multiple world champion, as the next step of a wider long-term strategy…

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