Famed manufacturer celebrates its 110th anniversary this year – expect it to really push the boat out
By Matt Bird / Thursday, 12 January 2023 / Loading comments
Though significant automotive anniversaries are announced every January (a tradition PH has stuck to), 2023 already feels like it’s going to be a big one for both specific cars and companies more generally. Take Aston Martin for example, which celebrates 110 years of existence this Sunday. It was January 15th, 1923, when Lionel Martin and Robert Bamford formed a partnership, working out of a mews workshop in London, that would become Aston Martin.
A big year for the brand, then, and Aston Martin is promising much more for 2023 than just a glitzy shoot with a 1923 Razor Blade (which had an Aston engine) and Valkyrie alongside a marketing campaign called ‘Intensity: 110 Years in the Making’. There’s already been an announcement of the DBS 770 Ultimate, and the next 12 months will apparently see a ‘new, strictly limited, exclusive Aston Martin model’ revealed. We’ll see a lot of it, in fact, as the 110th anniversary is going to be celebrated at the British Grand Prix, Festival of Speed, Pebble Beach and ‘other major events across Aston Martin’s key regions’.
The regular Astons aren’t being ignored, either, as the much-needed facelift for the DBS, DB11 and Vantage is also coming on stream. Just last year Lawrence Stroll suggested that all three will be like “all-new cars” with the update, so expectations are high. The latest release suggests that the next generation of sports cars ‘will further enhance Aston Martin’s focus on ultra-luxury, high performance and driving intensity’. Let’s hope all that at least includes a new interior.
With 2023 also marking 75 years of the DB nameplate (and six decades of the DB5), there will be plenty for Aston to bring the bunting out for over the coming months – especially with the Gaydon HQ turning 20 as well. CEO Amedeo Felisa added: “Our 110th year promises to be just as exciting as our first, as we turn a new chapter in Aston Martin history with the launch of our next generation of sports cars and the reveal of an extraordinary special model later this year that will celebrate this unique milestone.” Fire away now with all guesses, educated or otherwise, on what that might be…
- 2022 Aston Martin V12 Vantage | PH Review
- 2022 Aston Martin DBX 707 | PH Review
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