Drive to Surpass – Beyond Drive to Survive
APRIL 3, 2024
Summary video of session delivered at UK House x SXSW 2024.
Aston Martin got back on the F1 track in 2021 and whilst they’ve enjoyed obvious success on the podium, their real victory lies in their effective business strategies off the track.
Beth Johnson from Umbrella engaged in an insightful conversation with Shergul Arshad from Aston Martin F1 Team. Together, they uncovered the tactics driving fan engagement, e-commerce, and sponsorship. The focus is on measurable effectiveness, proving that success extends far beyond the podium.
