Formula 1: Inside Aston Martin’s new audio partnership

Aston Martin, Formula 1 (Photo by Chesnot/Getty Images)
Aston Martin, Formula 1 (Photo by Chesnot/Getty Images) /

We spoke with EPOS about their new partnership with the Aston Martin Formula 1 team, which makes them the brand’s official Global Audio Partner.

EPOS, a high-end audio solutions designed for the enterprise, recently announced that they will be teaming up with the Aston Martin Formula 1 team ahead of the 2021 season as the brand’s official Global Audio Partner.

Aston Martin are set for their first season in Formula 1 since their brief two-year stint in 1959 and 1960 saw them compete in only five races.

Their return comes amid the re-branding of the Lawrence Stroll-owned Racing Point team. Stroll led a consortium and made a £182 million investment into the British automobile brand to take a 16.7% stake in the manufacturer.

Set to compete for the team this year are four-time world champion Sebastian Vettel along with Lance Stroll, Lawrence’s son.

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Aston Martin, which also recently inked a title sponsorship deal with Cognizant amid their return to Formula 1 after more than six decades, have a rich history built on many years of experience and innovation to create premium products that put high performance, craftsmanship, and timeless design at the forefront.

Through their new partnership with EPOS, the team will gain access to some of the most advanced audio solutions on the market, which will help strengthen their trackside set-up, factory-based operations and more.

Additionally, this partnership will also help the team continue their legacy of unleashing human potential through technology, innovation and state-of-the art engineering.

We had the chance to speak with EPOS president Jeppe Dalberg-Larsen about this partnership ahead of the 2021 season.

Asher Fair, Beyond the Flag (BTF): What led to this partnership — had you previously been associated with anybody within the team?

Jeppe Dalberg-Larsen: This partnership is the result of two global brands coming together to unlock human potential through innovation and technology.

BTF: Why is Formula 1 the ideal sport for you to form this kind partnership?

Dalberg-Larsen: We see this partnership as a great opportunity for EPOS to support and showcase our overall brand purpose: To unleash human potential through the Power of Audio. More than in any other sport, Formula 1 demonstrates the importance of sound excellence and seamless communication. Formula 1 today is about so much more than speed. It is about unleashing human potential through technology, innovation, and state-of-the art engineering – pillars that are at the very heart of what we do at EPOS. The world’s most technologically advanced sport is the perfect arena to showcase EPOS’s pioneering audio technology.

BTF: Out of all 10 teams, why is Aston Martin the ideal team for you?

Dalberg-Larsen: Aston Martin is a natural fit for us as there are many commonalities between our two brands – our rich histories are built on creating innovative products with high performance, craftsmanship and design at the forefront. With this partnership we can showcase our premium audio solutions at the highest level of motorsport. We also saw this an incredible opportunity to support Aston Martin as it returns to the track for the first time in 60 years – this represents a rebirth for the brand which resonates with EPOS and our own journey.

BTF: Is your partnership with the team aimed at attracting more consumers along the lines of individuals, or more so for businesses?

Dalberg-Larsen: This partnership will help us increase our global visibility, reach new audiences, strengthen our premium positioning and showcase our high-end products. Formula 1 has a worldwide appeal and millions of fans around the world and around 23 grand prix races every year across 5 continents – making a huge global marketing and branding opportunity for EPOS. The Formula 1 audience is also greatly aligned to our target market – this is an audience that is aspirational, motivated, interested in the latest technology, and includes a high percentage of business decision makers.

BTF: Any final thoughts on the team heading into this new season?

Dalberg-Larsen: As Global Audio Partner, we are proud to be supporting the entire Aston Martin Formula 1 team as it returns to the Formula 1 grid this year – which includes our two drivers Sebastian Vettel and Lance Stroll. We wish them the best of luck and are behind them all the way!

(end of Q&A)

Product review

We also had the chance to test out a sample headset from EPOS’ ADAPT line, that being a set from the EPOS Sennheiser ADAPT 560 Series.

Overall, we do recommend the product if you’re looking into investing in a higher-quality headphone set, especially if you’re a fan of motorsport and would love to support a team partner. It is are ideal for users in the hybrid workforce.

The set comes with detailed instructions and is easy to connect via Bluetooth to any of your devices, most efficiently to any personal computer or cell phone. It is a one-size-fits-all set with outside noise cancellation unlike anything quite like we had ever experienced. The microphone (included) also makes life a lot easier.

It is a more comfortable fit than any headphones/earbuds we had ever used, although it may take a little bit of getting used to if your ears have any sensitivity to the style of the padding. But that is always going to be the case with any new headset.

They are easy to charge, can charge while you use them and last for far longer than their full-charge time before needing to be recharged.

The only downside is that the sound from the headphones can easily be heard from other individuals not wearing the headset, which could limit your maximum volume in certain circumstances. But don’t let that be the only reason you don’t invest in a set.

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The 2021 Formula 1 season is scheduled to get underway on Sunday, March 28 with the Bahrain Grand Prix at Bahrain International Circuit following an early-season schedule change related to coronavirus pandemic-related restrictions.