Aston Martin has launched an exciting new brand called AMR that will bring a new dimension of race inspired dynamism and performance to its customers. Reflecting Aston Martin’s racing pedigree, AMR takes technology and inspiration from motorsport to amplify the sporting prowess present across the model range. With enhanced performance, sharper dynamics and more powerful design language, AMR takes Aston Martin’s road cars to new and exciting extremes. Two AMR concepts have been unveiled in Geneva: The Rapide AMR and Vantage AMR Pro.
The Rapide represents the first tier of AMR, enhancing the four-door sports car with a comprehensive suite of power, chassis and styling upgrades, plus a spectacular new interior treatment. The Vantage AMR Pro – heavily influenced by Aston Martin Racing’s WEC winning V8 Vantage GTE – is the pinnacle; an uncompromising demonstration of AMR’s ‘Track to Tarmac’ philosophy whereby race technology is transferred to road cars. While future development of the core AMR models will be part of Aston Martin’s central vehicle engineering teams, development of all AMR Pro models will be led by Q by Aston Martin Advanced Operations. This highly-skilled department – managed by Aston Martin’s VP and Chief Special Operations Officer, David King – already has extensive experience of creating extreme Aston Martins, with recent projects including the Vantage GT12, Vantage GT8 and Aston Martin Vulcan.
Underlining Aston Martin’s commitment to its new high-performance brand, AMR’s European development and brand centre will be based at Aston Martin’s state-of-the-art Nurburgring Test Centre, which is situated within sight of the legendary Nurburgring Nordschleife race track. Aston Martin’s President and Chief Executive Officer, Dr. Andy Palmer, was quick to confirm that both the Rapide AMR and Vantage AMR Pro concepts are set for production. The Vantage will be launched in an extremely limited series of no more than 7 cars, while the Rapide as a run of only 210 cars. They are the start of something very exciting – a programme that will eventually see an AMR version of every model in the Aston Martin range.