American Marketer


Aston Martin brings together brand loyalists for racing weekend

August 13, 2014

Aston Martin Brochure app From Aston Martin Brochure app


British automaker Aston Martin is inviting racing enthusiasts Aug. 29-31 to its inaugural Aston Martin Festival in Monterey, CA, for a weekend of branded experiences.

Taking place at the Mazda Raceway Laguna Seca race track, the festival focuses on the brand's extensive racing background. Accordingly, fans will be afforded multiple opportunities to hop into high performance vehicles.

"The Racer's Group-Aston Martin Racing won these dates in a lottery from the track," said Bob Dickinson, chief operating officer at TRG-AMR, Atlanta. "When we found out that these dates would come with no sound restrictions--MRLS has only about five days a year when it is not restricted--team owner Kevin Buckler who operates the Aston Martin GT4 Challenge of North America series submitted a request.

"After we were awarded the dates, we realized that we had something special and decided to open it up to other groups [such as] vintage racers, owners clubs, dealership groups, Aston enthusiasts to celebrate the brand," he said. "In addition to conducting Rounds five and six of the GT4 Challenge Series."


The Aston Martin Festival presents experiences for a broad range of consumers.

Enthusiasts of all degrees can simply appreciate the brand's street and track models that will be on display.

Aston Martin Festival1

Aston Martin racing

Aston Martin owners can drive their models on the professional-grade track, which includes a challenging corkscrew turn that has frightened more than one driver with its dizzying drop-off.

Owners can also participate in a 17-mile tour and ride alongside professional racers. The weekend also includes a concours of vintage vehicles and the third round of the Aston Martin GT4 Challenge of North America.

Aston Martin Festival

Aston Martin's GT4 challenge

The GT4 Challenge travels to six different locations for 12 races and invites amateur drivers to purchase or lease track versions of the V8 Vantage GT4 to compete. For those with an itch to race, the festival will be a good place to enter the fray.

Live entertainment and multiple dining events will be available to guests.

Tickets for the multi-day event cost $495 and can be found here.

All together
Festivals are an excellent way to build camaraderie around a brand. Other automakers have recently arranged similar events.

For instance, Italian automaker Lamborghini is hosting its annual Giro driving event for four days in Northern California.

The event allows Lamborghini owners to come together every year to experience a new location of North America and create friendships with other enthusiasts. Lamborghini Giro 2014 will take place in Northern California and will bring together more than 25 Lamborghini owners and will likely direct attention to the brand throughout the four day drive (see story).

Also, Italian automaker Maserati is calling model owners from around the world to celebrate its centennial Sept. 18-20 in Italy.

The brand has steadily built up interest in the 100 year anniversary with gradual releases of content, a revamped product line and commemorative products. The culminating celebration will be a chance for the brand to gauge the brand loyalty of its core consumer base, while also gathering lasting social content (see story).

In addition to building stronger bonds with consumers, such festivals help to instill a sense of community in employees as well.

"Many TRG-AMR drivers will be there to help with instruction for those who wish to take a few laps in the Aston Martin GT4 Vantage," Mr. Dickinson said.

Final Take
Joe McCarthy, staff writer on Luxury Daily, New York