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Aston Martin Launches New Brand to Bring Race Cars to the Road

Aston Martin is launching a new AMR brand that will bring motorsports performance and design into road cars.Aston Martin is launching a new AMR brand that will bring motorsports performance and design into road cars.
Aston Martin is launching a new AMR brand that will bring motorsports performance and design into road cars.Courtesy of Aston Martin/Photo by Dominic Fraser

Aston Martin launched a new sub-brand Tuesday at the Geneva International Motor Show that aims to put the technology, looks, and performance found in motorsports into a line of road cars.

The new AMR line is a spin off, of sorts, from the company’s well known motorsports division Aston Martin Racing.

As part of the brand launch, Aston Martin unveiled two AMR concepts, the Rapide AMR and Vantage AMR Pro. Both cars are set for production, according to Aston Martin CEO Andy Palmer.

The Vantage AMR Pro will have an extremely limited series of no more than seven cars. Aston Martin will produce 210 Rapide AMR cars.

Courtesy of Aston Martin/Photo by Dominic Fraser
Courtesy of Aston Martin/DOMINIC FRASER

“They are the start of something very exciting—a program that will eventually see an AMR version of every model in the Aston Martin range,” Palmer said in a statement.

The new AMR badge doesn’t signal the first time Aston Martin has put racing tech into its road cars. The company has a long history, beginning in the mid-1930s of taking inspiration from its race cars.

[youtube https://www.youtube.com/watch?v=rCUu1WF0E9c]

The Rapide represents the first tier of the AMR line. It’s basically an enhanced four-door sports car with chassis, power, and styling upgrades. Meanwhile, the Vantage AMR Pro is influenced by Aston Martin Racing’s WEC winning V8 Vantage GTE.

Future development of the core AMR models will be part of Aston Martin’s central vehicle engineering teams. Q by Aston Martin Advanced Operations will lead development of all AMR Pro models; this is the same department is responsible for the Vantage GT12, Vantage GT8, and Aston Martin Vulcan.