Aston Martin Global Strategy

About Aston Martin
Celebrating its 100th anniversary this year, Aston Martin is an iconic British automotive brand. With its headquarters in Gaydon, Warwickshire, it has transformed from a small- scale manufacturer of specialist sports cars to a renowned luxury automotive marque.¹

ASTON MARTIN CARS ARE DEFINED by their beautiful design, perfect proportions, hand- finished luxury and extraordinary attention to detai

Corporate Strategy
Housed within a state-of-the-art design studio¹, which opened in 2007, is Aston Martin’s design team.

six strategies for Aston Martin cover
compelling ‘customer focused’ products;
a strong global dealer network;
world class quality ;
world class processes;
solid finance and funding and
‘passionate, professional people who come to Aston Martin to do the best work of their careers’.

Driving A Cultural Change

Aston Martin is one of the most iconic brands in the automotive world and it is now on a journey unlike any it¹ has ever made – from being solely a producer of glamorous and very high-end motor cars to becoming a luxury company with a lifestyle product range.

The journey we are on is about becoming the Great British Car Company That Creates the Most Beautiful Automotive Art in the World. It needs to be a luxury company first and a car company second.

New Product Lines
The Volante Vision Concept is Aston Martin’s exploration into personal air mobility.  Aston Martin race to the skies

Product Diversification

Last year¹ in association with a specialist builder they launched a power boat; there are already watches and high-end luggage and bags; apartments being designed by Aston Martin’s Executive Vice President and Chief Creative Officer Marek Reichman are being constructed on the Miami River in the United States.

“The golden thread,” says Andy Palmer, “is lifestyle. We only join with brands where we can influence the design and that are the right kind of brands for us. All the time we come back to what defines Aston Martin and makes it different, puts us in our own space – ‘For the Love of Beautiful’.

Promotional Strategy
Inform you about new products and services
Offer you first sight of any promotions including cars, merchandise and accessories
Invite you to join Aston Martin at events