Ahead of the Las Vegas Grand Prix this weekend, Aston Martin has unveiled a new partnership with Xerox, the global leader in office technology and solutions. The multi-year collaboration, which will officially begin in 2025, will see Xerox branding featured on Aston Martin’s AMR24 during the race in Las Vegas.
This strategic partnership will see Xerox play a pivotal role in supporting Aston Martin’s digital operations both on and off the racetrack. One of the key elements of the collaboration involves the use of Xerox technology to print critical “overlays” for Aston Martin. These overlays will allow the team to analyze telemetry data from both drivers, comparing their lap times in real-time to evaluate performance and relative speed on the track.
In addition to this, the partnership will explore the use of augmented reality for remote assistance during races and in Aston Martin’s wind tunnel, enabling more efficient and precise data analysis. Xerox’s data-gathering capabilities will also provide Aston Martin with valuable marketing insights, helping the team enhance its strategies both on and off the track.
Aston Martin’s Managing Director of Commercial, Jefferson Slack, expressed his enthusiasm about the new collaboration, stating, “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 to enhance our digital operations and push the boundaries of performance.”
Deena LaMarque Piquion, Chief Growth and Disruption Officer at Xerox, echoed this sentiment, saying, “Just as the Aston Martin Aramco Formula One 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.”
With this partnership, both Aston Martin and Xerox are set to take their respective fields to new heights, combining precision engineering with innovative technology to drive success both on the racetrack and in the business world.
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