When January 15 rolls around in the new year, it will mark a significant birthday for luxury auto brand Aston Martin: the company’s 100th anniversary.
It’s been shut down by world wars, owned by a few different entities, and nearly shut down production in the early 1980s when sales dwindled, but somehow the Aston Martin brand lived on. Only last week, Italian private equity firm Investindustrial picked up 37.5% of the company.
It's still an elite pleasure, with only 4,200 vehicles sold last year, according to Reuters. Likely helping to keep the brand alive has been its use by British secret agent James Bond in a number of films, including this year’s Skyfall, and Ian Fleming’s original books. TheInternational Spy Museum in Washington, D.C., counts an Aston Martin as part of its collection.
To start getting fans in the spirit of its upcoming anniversary, the automaker posted a video on YouTube with its CEO giving a glimpse of the special 100th logo (check it out below) at a recent race. The centenary logo was “created to resemble a nautilus shell as each of the 100 years is represented by a point in the spiral,” according to LuxuryDaily.com.
“The nautilus is representative of Aston Martin’s patient slow growth with harmony over the past 100 years and its future since the nautilus has no end,” said George Magda, VP of national accounts at Herman Advertising, stated. “I personally would have liked to see an automotive symbol instead of a nautical look as the Aston Martin heritage is based in racing DNA.”
While Magda may be disappointed, plenty of Aston Martin lovers across the globe probably won’t be if they get invited to one of the company’s many planned birthday celebrations during 2013 that are being promoted through a microsite.
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