Xerox, Aston Martin Aramco Formula One Team Announce Partnership

Aston Martin Aramco Formula One Team has announced Xerox as the team’s Official Global Partner.

Commencing in 2025, the multi-year partnership between Xerox and Aston Martin Aramco will unite two innovators dedicated to speed, precision, and efficiency. Xerox, at the forefront of both digital and physical technologies, is known for its expertise in printing, scanning, and copying, alongside cutting-edge workplace digital and IT services.

Aston Martin Aramco builds, tests, and enhances its cars and race day logistics in the state-of-the-art AMR Technology Campus at Silverstone, England. Xerox will work with the team to support its digital technology functions both on and off the racetrack through the following areas:
• Managed Print Services: Xerox will print critical “overlays” for the team, which will be used to provide telemetry data for each driver across a single lap and overlaying one driver against the other to enable them to see their relative lap times.
• Augmented Reality: Xerox and Aston Martin Aramco are exploring the use of Augmented Reality for Remote Assistance at track and in the team’s upcoming wind tunnel.
• Marketing Insights: With data gathering incorporated into Xerox technology, Aston Martin Aramco can receive data-backed marketing insight directly from Xerox solutions.
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Xerox branding will be visible on the AMR24 at the Las Vegas Grand Prix next week.

“Xerox has long been a leader in innovation, and this partnership brings together two brands that thrive on precision and efficiency,” Jefferson Slack, managing director of commercial, Aston Martin Aramco Formula One Team, said. “We are excited to work with Xerox and leverage their expertise to enhance our team’s digital operations. As we push the boundaries of performance, this partnership will drive us forward.”

“Just as Aston Martin Formula One team relentlessly pursues peak performance on the track, Xerox empowers businesses to accelerate their digital transformation journey with cutting-edge solutions,” added Deena LaMarque Piquion, chief growth and disruption officer, Xerox. “Together, we are shaping a new future—where agility meets innovation, and businesses achieve excellence at the speed of F1.”