How will Xerox help Aston Martin analyse telemetry data?
Ahead of this weekend's Las Vegas Grand Prix, F1's Silverstone-based outfit, Aston Martin has announced a brand-new partnership with office technology and solutions leader Xerox.
The multi-year partnership between Xerox and Aston Martin Aramco will commence in 2025, but the Xerox branding will be visible on the AMR24 at the Las Vegas Grand Prix this weekend​.
The Silverstone-based outfit has revelaed that Xerox will support its digital technology functions both on and off the racetrack through various areas.
Xerox will print critical "overlays" for Aston Martin, 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.
In addition, Xerox and Aston Martin Aramco will be exploring the use of augmented reality for remote assistance at track and in the team's upcoming wind tunnel. Furthermore, with data gathering incorporated into Xerox technology, the Silverstone-based outfit will receive data-backed marketing insight directly from Xerox solutions.
Commenting on the new partnership, Aston Martin's Managing Director of Commercial, Jefferson Slack added: Xerox has long been a leader in innovation, and this partnership brings together two brands that thrive on precision and efficiency.
"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."
Deena LaMarque Piquion, who serves as Chief Growth and Disruption Officer, Xerox, commented: "Just as the Aston Martin Aramco Formula One Team relentlessly pursues peak performance on the track, Xerox empowers businesses to accelerate their digital transformation journey with cutting-edge solutions.
"Together, we are shaping a new future – where agility meets innovation, and businesses achieve excellence at the speed of F1."
