Aston Martin: Driving Forward by Looking Back
While Jaguar makes headlines with a bold, polarising rebrand, Aston Martin is quietly reaffirming its identity by doubling down on heritage, craftsmanship, and quintessential Britishness. Rather than disrupting its legacy, Aston Martin is leveraging it - turning tradition into a competitive advantage in a fast-changing automotive world.
A Strategy Built on Legacy
Unlike Jaguar’s stripped-back aesthetic and fashion-led campaign, Aston Martin’s brand refresh has been evolutionary, not revolutionary. The logo has been subtly refined over the years, but the winged emblem, British racing green, and association with motorsport and cinematic icons (James Bond, anyone?) remain firmly intact.
The company’s CEO, Lawrence Stroll, has repeatedly emphasised that Aston Martin is not trying to become something new—it’s trying to do what it’s always done, but better. The cars still evoke the romance of grand touring, handcrafted detail, and aristocratic performance. Their approach: elevate the legacy, don’t erase it.
The Power of Provenance
While Jaguar’s recent campaign was accused of being “style over substance,” Aston Martin has taken a more grounded approach - rooted in place, heritage, and authenticity.
It’s a playbook similar to other iconic British and European brands:
Rolls-Royce, despite moving into electric with the Spectre, hasn’t abandoned its core values of silent luxury and stately design. Their modern branding still echoes opulence, tradition, and a whisper of old money.
Barbour, once a utility brand for farmers and gamekeepers, has doubled down on its rural British identity while subtly modernising its cuts and collaborations (like with Alexa Chung).
Burberry, after flirting with streetwear and maximalism, has returned to its trench coat roots - again embracing the heritage that made it a global icon in the first place.
These brands prove that modernisation doesn’t have to mean disassociation.
The Case for Continuity
Heritage brands, particularly British ones, trade on emotional resonance. For many, buying an Aston Martin isn’t about tech specs - it’s about owning a slice of legacy. The stitched leather, the hand-built engine, the unmistakable grille - all of it evokes a story that spans decades. And in a world of ephemeral trends, that kind of storytelling has enduring value.
Jaguar’s pivot may well attract a new audience - but at what cost? In walking away from the leaping cat and its long-held aesthetic, the brand risks becoming unrecognisable to the people who carried it for generations.
Final Thoughts
Jaguar is gambling on reinvention. Aston Martin is investing in its identity.
Both approaches have merit, but for those who believe in the power of place, provenance, and cultural continuity, Aston Martin stands as a case study in how to modernise without losing your soul.
As the car industry goes electric, digital, and global, it’s not just speed or styling that will set brands apart - it’s how well they remember where they came from.