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Aston Martin Aramco Formula One Team has unveiled an exciting new collaboration with Xerox, a global leader in office technology and solutions, naming the company as an Official Global Partner.
The partnership, set to commence in 2025, brings together two iconic brands united by their shared commitment to speed, precision, and innovation. This alignment of values forms the foundation of our partnership. Xerox, renowned for its advancements in digital and physical workplace technologies, will leverage its expertise to support the team’s performance on and off the track.
Driving Innovation Together
Based at the cutting-edge AMR Technology Campus in Silverstone, England, the Aston Martin Aramco Formula One Team relies on state-of-the-art facilities to develop and enhance its race cars and operations. Through this partnership, Xerox will provide vital technological support in several key areas:
Managed Print Services: Xerox will deliver mission-critical telemetry overlays, enabling the team to analyze and compare driver performance across laps and facilitating real-time strategic decisions.
Augmented Reality (AR): Together, Xerox and Aston Martin Aramco will explore innovative applications of AR for remote assistance at race tracks and within the team’s advanced wind tunnel facility.
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Marketing Insights: Xerox’s data-driven solutions will empower the team with actionable insights, helping refine marketing strategies and fan engagement.
First Look at the Las Vegas Grand Prix
Xerox branding will make its debut on the AMR24 race car during the Las Vegas Grand Prix, marking the beginning of a transformative partnership. This partnership, which aligns Xerox’s cutting-edge solutions with the high-performance demands of Formula One, is set to bring about exciting changes and innovations.
Leadership Insights
Jefferson Slack, Managing Director of Commercial at Aston Martin Aramco Formula One Team, expressed his enthusiasm for the collaboration:
“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, Chief Growth and Disruption Officer at Xerox, highlighted the synergy between the two organizations:
“Just as the Aston Martin 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.”
About Xerox Holdings Corporation (NASDAQ: XRX)
For over a century, Xerox has redefined the workplace experience. From its leadership in office and production print technology to its expansion into software and digital services, the company continues to enable businesses to navigate the demands of today’s hybrid work environment. With its commitment to sustainability, diversity, and inclusion, Xerox is dedicated to powering the workplaces of tomorrow.
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