Aston Martin honoured with the UK’s highest enterprise award for its innovation

The brand introduces a handcraft and technology blend to offer a personalised cabin

The King’s Award for Enterprise is the most prestigious award in the UK and British marque Aston Martin has recently been honoured with one for innovation. The award particularly recognises the luxury carmaker’s innovative approach to blending craftsmanship with technology for its bespoke leather interiors. Aston Martin’s latest manufacturing process allows the leather seats to boast perforated holes handcrafted in bespoke patterns specific to the custom’s desired design while still incorporating a ventilated cooling function underneath. This feat is currently impossible to achieve with traditional or machined tooling.

Lawrence Stroll, Executive Chairman of Aston Martin, commented that the firm’s incredibly proud to be honoured with this King’s Award for Enterprise. He further added, “Recognising our combination of handcraft and cutting-edge manufacturing technology, this award highlights the unique composition of our ultra-luxury interiors and how our manufacturing team have gone to extra lengths to ensure the highest level of personalisation is offered to our customers, whilst not compromising on our seat technology’s core functionality.” This marks the third time the prestigious award has been bestowed upon Aston Martin since 1998.

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