Aston Martin issues another profit warning and sells F1 naming rights for £50m

The Guardian World

by Alex Daniel

February 20, 2026

AI-Generated Deep Dive Summary

Aston Martin has issued another profit warning, forecasting weaker-than-expected earnings for 2025 due to challenges such as US tariffs impacting sales. To bolster its financial stability, the luxury carmaker sold its permanent naming rights to its Formula One team for £50 million annually. This marks a strategic move by majority owner Lawrence Stroll to secure additional revenue while managing ongoing economic pressures. The company's struggles began earlier in 2024 when it first issued profit warnings, with this being their fifth warning since September of that year. The US tariffs on British car exports have significantly affected sales, particularly in the American market, which is crucial for Aston Martin. This financial instability has led to investor concerns and a decline in stock prices, reflecting broader economic uncertainties impacting the luxury automotive sector. The sale of F1 naming rights underscores Stroll's approach to balance the brand's racing heritage with financial prudence. By

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Originally published on The Guardian World on 2/20/2026