Our Response To the Market
Our product strategy has been derived from our customer mapping and clustering techniques as well as market and competitor analysis and positioning.
OUR STRENGTH 1 Brand, exclusivity, demand and pricing power provide for strong positioning in the growing luxury car segment
Market/Industry Factors
Second Century Plan
The HLS car segment, with an estimated value of â‚Ź495 billion in 2018, was one of the fastest-expanding segments in the global luxury market, growing approximately 5% in 2018.
We are positioned solely in the high luxury segment of the market, although we attract some customers from the upper end of the premium segment. Aston Martin has been recognized in 2018 as the fastest-growing British brand and auto brand globally.
Strong brand recognition enhanced through continued improvements in product offerings, restoration and maintenance of heritage products, participation within motorsport industry and selective marketing activities.
We have a strong secondary market for many of our models. For example, the secondary market values of the DB5 Coupe and DB5 Volante have increased by 30 times and 24 times, respectively, since 1995.
The low-volume production strategy, exclusivity combined with high quality and performance of cars promotes premium pricing and high margins.
Our 7x7x7 product strategy supports the regular launch of desirable models, derivatives and special editions across the breadth of our product offer to stimulate demand and support growth.
Market Overview
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