Strategy in Action: Pillar 1
Inspiring Customer-Focused Luxury Products
With award-winning design, worldclass technology, cutting-edge engineering capability and state-of-the-art facilities, we develop and manufacture luxury vehicles that combine our customers’ demands for technologically advanced cars whilst maintaining the traditional style, beauty and essence of the Aston Martin and Lagonda brands.
Product Design and Development
Invest in research and development to develop seven new products for a diverse, global luxury customer base more than seven years.
The engineering and design teams work collaboratively from the outset of each new product creation process to ensure that every new model combines the best of both beauty and performance. With each product launch, we are able to showcase our evolving styles that are influenced by the change of tastes and demands of our customer base, while maintaining elements of design that have historically defined, and will continue to redefine—an Aston Martin or Lagonda. All of our products are beautifully crafted using authentic materials and our models are designed to reflect the “golden ratio” to create cars with
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Aston Martin Lagonda Annual Report 2018
natural proportions and timeless aesthetics. Quality and craftsmanship are held to a high standard with all cars undergoing a rigorous final inspection which concludes with the inspector’s name being stamped in the engine bay as a mark of quality and the iconic Aston Martin wings affixed to the car. Most of our design activities are carried out by the design team at our facility in Gaydon, UK and our new facility in Milton Keynes. This team consists of 1065 designers, engineers and technicians, including clay modellers, electronic modellers and other skilled craftsmen. The design team are also responsible for trim and the attention to detail in design for which Aston Martin Lagonda is renowned. A modular architecture approach is followed which employs a “carry overcarry across” (“COCA”) principle for the key systems and components. This forms the backbone of our current product portfolio and is planned to form the basis of our next cycle of new model introductions.
