As the Formula 1 calendar shifts into its final phase, Aston Martin Aramco CEO and Team Principal Andy Cowell reflects on the evolving landscape of the sport and the team’s trajectory. With the European leg complete and Baku marking the return of flyaway races, Cowell emphasizes the unique positioning of Azerbaijan—a high-speed, high-stakes venue that fuses historical charm with modern unpredictability. For Cowell, it’s not just a geographical pivot, but a symbolic one, as the sport looks to remain relevant amid shifting fan expectations.
Cowell identifies a fundamental shift in how younger audiences are engaging with Formula 1, urging the sport to avoid being shackled by tradition. He advocates for a mindset of deliberate adaptability, where innovation is driven by fan feedback, not institutional inertia. Cowell argues that entertainment must remain at the forefront, and that the sport’s longevity depends on its willingness to evolve with consumer behavior—whether through race formats, digital content, or broader engagement strategies.
On the performance side, Cowell assesses the post-Imola upgrades to the AMR25 as broadly effective, crediting cross-functional alignment between the Silverstone base and trackside crews. However, he acknowledges that Monza was a missed opportunity—one that revealed valuable insights rather than just disappointment. With most resources now devoted to the AMR26, Cowell commends the team’s efficiency in maximizing gains from minimal inputs while keeping an eye on development opportunities for future success.
Cowell also detailed the aggressive preparation underway for 2026, spotlighting strong collaborations with partners like Aramco, Honda, and Valvoline. The addition of Adrian Newey has injected creative momentum into the team, fueling optimism and enhancing technical ambition. With a razor-sharp focus on extracting value from every tool, process, and person, Cowell underscores a culture of high performance aimed at elevating the AMR26’s competitiveness from the outset.
Rounding off, Cowell praised new CTO Enrico Cardile’s swift and seamless integration, calling him a technically astute leader with immediate impact. Looking ahead to Baku, he highlights the circuit’s eclectic challenges—tight medieval corners, long straights, and chaotic racing scenarios. Success, he asserts, will require executional excellence. With eight races remaining, Cowell is clear: the ambition is to score in every round and extract every last tenth of performance as the team builds towards a title-contending future.
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