ASTON MARTIN MIDDLE EAST

A

SECOND CENTURY PLAN TO PROMOTE BRITISH BEAUTY AND BRAND LUXURY

eautiful For the Love of

Aston Martin CEO, Dr Andy Palmer explains how the brand’s global appeal for creating some of the most attractive cars in the world fits perfectly within a Middle Eastern setting where the exotic is given license to flourish

n 2013, Aston Martin reached a significant milestone in the form of its 100th birthday; a feat that not only facilitated a period of reflection from the global car community on the heritage, prestige and beauty that has been before, but that was also triggered by the excitement of what is still to come from the luxury

British manufacturer.

This excitement has derived primarily from the unveiling of the Company’s ‘Second Century’ plan, a strategy that caught the eye of car enthusiasts the world over, and especially in the Middle East where luxury is more of a way of life than a seldom indulgence.

For Aston Martin, the Middle East represents a potential match made in

Writer: Matthew Staff | Project Manager: Tom Arnold

Dr Andy Palmer, CEO

eautiful

heaven; a notion which has not gone unnoticed to the brand, or indeed its Chief Executive Officer (CEO), Dr Andy Palmer, as the Company looks to differentiate its elite products from the rest of the market’s exotics.

“The Middle East is an important region to us, because if we measure the world by high-net worth individuals then the region becomes one of the biggest to go after,” he opens. “But

DB11

A brand new bonded aluminium platform, clever aerodynamics and a new characterful twin-turbo V12

more important to consider is the fact that the Middle East is essentially a big bar of specials and exotics. To some extent it leads the world in that particular area, thanks in part to a large number of collections.

“However, you don’t break into a market like that from a standing start. It takes time and - while Aston has been around for a long time and does have collectors in the Middle

THE NEW

SPARE TIRE

Fix&Go® is an innovative system for temporary tire repair that replaces the spare tire on cars, motorcycles and trucks. Simplicity of use and a unique sealant ensures fast and safe repairs for over 600 miles with no damage to the vehicle and zero impact on the environment. Italian design and Swiss engineering combined in a product selected by the world’s most prestigious carmakers.

IT’S TIME TO CHANGE fixandgo.com

East - there have been periods where we weren’t building our business sufficiently fast in the region. And that’s why we’ve restarted our drive into the Middle East of late, in particular with the specials that are coming through.”

This reignition into the Middle Eastern consciousness began in essence with the One-77, later to be compounded - emphatically - via the Zagato, the Vantage GT12 and the Vantage GT8; numerous batches of each having been subsequently shipped to customers in the Middle East from Aston Martin’s manufacturing facility in Gaydon, UK.

“If I was to put it into steps, our ‘baby-step’ would be the fact that we’ve been in the Middle East for an awful long time, but I would say that

there’s been a marked improvement recently in our position in the Middle East with the specials; and you will now start to see a further continuum of that with the new DB11 moving forward,” Palmer says. “The Middle East is particularly sensitive to new cars, so as we renew our portfolio, I’d expect the next step to be even more improvement in terms of our presence in the region.”

The “final big step” for the brand in the Middle East will revolve around the availability of Aston Martin’s SUV, the DBX in 2019; SUVs evidently being an important part of the vehicular infrastructure in the region, and with Palmer positive that the new car will be a natural alternative to the Nissan Patrol or the Toyota Landcruiser in the months and years to come.

The love of beautiful

The steps being taken in the Middle East are a natural complement to the general product improvements and unveilings comprised within the Second Century plan, the new-look portfolio predicted to touch upon a sweet spot already existing for customers across that geographical footprint.

For cars like the Zagato and the GT12, major improvements have either already taken place or are underway, while penetration sales for the Aston Martin AM-RB 001 are notably high in regards to market share in the region.

Perhaps most excitingly though, the aforementioned DB11 represents the next phase of Aston’s product evolution and, alongside the new Vantage and the new Vanquish, Palmer

Aston Martin’s market share in the Middle East is set to rise virtue of the Zagato, the GT12, the AM-RB 001; and of course, the DB11

Fix&Go® and Aston Martin: the best tire repair kits for the best cars

So much has changed in automobile history over the past 100 years, with the exception of the spare tire... until now.

The easy-to-use, fast and reliable way to repair flat tires – already chosen as standard equipment by more than 30 prestigious car manufacturers worldwide including Ferrari, Maserati, Pagani, BMW, Cadillac and Alfa Romeo – is now also available to Aston Martin customers.

Fix&Go® is a small, lightweight system designed for everyone which, in the event of a puncture, can be used to temporarily repair the tire in less than 15 minutes, in the most extreme weather conditions and temperatures, hassle-free and without getting dirty: everyone can get back on the road and drive safely for 600 miles.

Fix&Go® products are composed by a powerful electronic compressor and a canister that contains a unique and environmentally friendly sealant formulation. The sealant compound has been tested on a wide range of vehicles around the world and complies with the stringent requirements of the largest car manufacturers. It is capable of repairing holes up to 0.24 inches in diameter, without damaging the tire, wheel or TPMS. In addition, the sealant is neither toxic nor

flammable, and washable with water in order to be removed from the inner part of the tire prior to permanent repair.

Using the kit is very easy: once the driver encounters a flat, the kit is connected to the tire and the 12V socket in the vehicle. It is then started by pressing a button. Once the sealant has completely flowed into the tire and the latter is pumped back to the correct pressure, the repair process is over.

Practical, lightweight and reliable, Fix&Go® is the perfect travelling companion for every kind of vehicle, with dedicated kits for motorbikes, scooters, ATVs, cars, commercial vehicles, trucks and buses. While improving the lives of millions of drivers, it can help car manufacturers to increase space and reduce weight, emissions, costs and complexity management compared with the regular spare tire.

Fix&Go® is a brand of the TEK® Group, a multinational corporation who pioneered the market back in 1995. Laying its foundations upon core values of research, testing and innovation on a global scale, TEK® Group is the product leader for tire repair systems and is a Tier-1 supplier to more than 30 OEMs worldwide.

www.fixandgo.com

High quality craftsmanship and service spanning three centuries

BEST OF BRITISH MANUFACTURING

We guarantee that you will receive great value for money, with high quality

» AUTOMOTIVE BADGES

» SPECIALIST JEWELS

» CIVIC INSIGNIA

» BESPOKE DESIGN

» MEDALS & BADGES

» BESPOKE CASES

is confident that the new compliment will serve as a transformational kickstarter for the Company’s business model in the Middle East as it tries to convey the same messages already lauded in the Group’s native UK.

“As an English guy joining Aston I would always use the analogy that Aston Martin is a bit like cricket,” the CEO explains. “As I grew up nobody ever taught me the rules of cricket, I just used to play with a bat and ball in the street and somehow by osmosis you learnt the rules.

“Now if you go to Dubai for example and say, ‘hey, do you know what cricket is?’ they’ll say yes. But if you ask if they understand cricket, the answer will probably be no. And Aston Martin is just like that: it is very well understood in the UK but not so well understood as you go further afield.

“And that’s the pressure that comes with Aston Martin entering new markets. It’s one thing to bring new

cars to market - and we’re doing thatbut another thing altogether to explain why they are innately different from a Ferrari or a Rolls-Royce.”

Senior management has consequently taken a step back since the advent of its Second Century plan to better grasp this challenge and to try and understand what makes Aston Martin cars - and indeed the brand itself- so unique.

Palmer continues: “We’re clearly not Ferrari, chasing the last 0.01 of a second. We’re clearly not Rolls-Royce looking to make very, very comfortable and luxurious big cars. And we’re equally not the average of the two. Of course we make very fast and very luxurious cars but it’s not an average.

“I’d describe it as more of a triangle, and our raison d’etre is very clearly for the love of beautiful. Everything we do is driven by the aspiration to make the most beautiful cars in the world and we need to teach the world that message.

Aspiring to make the most beautiful cars in the world

“Everything we do is driven by the aspiration to make the most beautiful cars in the world and we need to teach the world that message”

Beauty has no limitations

Vaughtons; producing special commissions in the UK since 1819

We believe that cars should be adorned with jewels, not badges. As a bespoke manufacturer, we have been crafting automotive jewels since before cars were invented. We are proud that our exceptional quality, which has been perfected more than 200 years of hand crafting, can complement and personalise your automotive vehicle. Our badges can be made in all precious metals, and can be inlaid with specialist components such as mother of pearl, rubies, diamonds and other precious stones. We strive towards those creations that reflect the customer’s personal desires and specifications, and therefore we are happy to manufacture in quantities of one through to tens of thousands.

We are especially proud to be a key partner to Aston Martin Lagonda, as well as first tier suppliers to a number of other prestigious automotive brands. Our quality ensures that our parts have exceeded product test criteria, and surpassed customer quality requirements. It is not just the excellence of the product that we concern ourselves with; it is the longevity and the stringent automotive checks also.

Our ethics and service do not stop at the quality of the jewel; we follow this through to strong customer service and working alongside our customers to achieve the product they set out to make. We are able to offer design guidance and technical advice on all different automotive jewels, whether they are interior or exterior, and will help you work on these products from cradle to grave.

We have built on these foundations and have developed complementary skills to become one of the foremost names in manufacturing, not only automotive jewels, but also other extraordinary items such as special commissions and Royal Orders, prestigious sporting medals and bespoke items for some of the world’s finest Jewellers. Our craftsmanship in these areas enable us to create automotive jewels that are incomparable to others, and that can have other items manufactured to compliment your jewels if you wish.

But don’t take our word for it…. Come and see.

E

www.vaughtons.com

www.facebook.com/vaughtons www.twitter.com/vaughtons

DB11 FOCUS

“A NEW CHAPTER in Aston Martin’s history began at the 86th International Geneva Motor with the unveiling of the DB11. The first product launched under the Company’s ‘Second Century’ plan, DB11 is the bold new figurehead of the illustrious ‘DB’ bloodline and an authentic, dynamic sporting GT in the finest Aston Martin tradition,” Aston Martin announced in a press release in Geneva back in March, 2016. “The DB11 showcases a fresh and distinctive design language, pioneering aerodynamics and is powered by a potent new in-house designed 5.2-litre twin-turbocharged V12 engine.

“Built upon a new lighter, stronger,

5.2-litre V12

“The DB11 showcases a fresh and distinctive design language, pioneering aerodynamics and is powered by a potent new in-house designed 5.2-litre twin-turbocharged V12 engine”

and more space efficient bonded aluminium structure, DB11 is the most powerful, most efficient and most dynamically gifted DB model in Aston Martin’s history. As such, it is the most significant new Aston Martin since the introduction of the DB9 in 2003.”

Palmer added: “We aspire to make the most beautiful cars in the world. DB11 is the absolute embodiment of what an Aston Martin should be and we have worked tirelessly to ensure that DB11 combines both exceptional design with the latest technology throughout.

“A brand new bonded aluminium platform, clever aerodynamics, a new characterful twin-turbo V12 and class-leading infotainment systems are just a few aspects which make this the sports car that will proudly spearhead Aston Martin’s Second Century plan.”

Click to view image gallery

TheAstonMartin STORY

“The Aston Martin story reaches a significant milestone in 2013 - a milestone to share with our team, our partners, our customers and Aston Martin enthusiasts the world over. One to remind us of our unique heritage and fiercely independent tradition, and one to inspire exciting chapters yet to unfold.”

Less than four years ago, this was Aston Martin’s 100-year anniversary announcement as it also unveiled its Second Century plan as a global car manufacturer.

The Company continued, from its Gaydon (see below) headquarters: “There have been racing triumphs, road cars built with passion and skilled craftsmanship, and there have also been times when Aston Martin has stared into the abyss… However, the marquee’s centenary year is marked by our strongest and most comprehensive line-up ever and a significant investment fund to ensure the range continues to grow and improve, exceeding the expectations of even the most demanding customers. Despite challenging economic times Aston Martin strides forwards and the old boom-and-bust instability is, thankfully, a thing for the history books.”

And so it proved to be. The “independent, competitive, ambitious” creator of the most beautifully styled and luxurious sports cars on the market looked towards the next 100 years of an evolution built upon spirit, determination and passion.

AstonMartinDB11 SPECIFICATIONS

LENGTH: 4,739 mm (including number plate plinth)

WIDTH: 1,940 mm (excluding door mirrors); 2,060 mm (including door mirrors)

HEIGHT: 1,279 mm

WHEELBASE: 2,805 mm

FUEL TANK CAPACITY: 78 litres (17.2 Imp. Gal. /20.5 US Gal)

WEIGHT: 1,770 kg dry weight

WEIGHT DISTRIBUTION: 51%/49% (front/rear)

MAXIMUM POWER: 447kW (600bhp / 608PS) at 6,500 rpm

MAXIMUM TORQUE: 700Nm (516 lb ft) at 1,500-5,000 rpm

ACCELERATION: 0-62mph (0-100 km/h) in 3.9 seconds

MAXIMUM SPEED: 200 mph (322 km/h)

2013 also represented the 10-year anniversary of Aston Martin’s Gaydon manufacturing facility in Warwickshire, UK

Partnership between BILSTEIN and Aston Martin proves very successful

On the road – on the track – on the ball

The foundation of Aston Martin can be traced back to 1913. Meanwhile, the Company has acquired a reputation for building racing cars for the road for more than 100 years. To accomplish this objective, strong engines go hand in hand with a sophisticated suspension. Nowadays, many cars from Aston Martin roll off the line with BILSTEIN shock absorber technology. However, the German suspension experts do not only deliver OE components for the British car manufacturer. BILSTEIN has also been a successful supporter of their motorsports programme for quite a while, now. The qualities of this partnership were perfectly reflected in Aston Martin’s overall victory in the WEC’s GT class in 2016. Having won the season’s last race in Bahrain, the Danish drivers of the Aston Martin Vantage GTE with the number 95, Nicki Thiim and Marco Sørensen, were the new champions.

Nicki Thiim emphasised the good cooperation of all people and companies involved. As a close partner, BILSTEIN did not only deliver the suspension technology but also helped to get the perfect setup for every single race, which was an important piece of the puzzle. Daniel Pitsch, suspension engineer at BILSTEIN in Germany, explains how they got the most out of the MDS (Modular Damper System) suspension for the season’s final

race: “For Bahrain, we refined the setup once more in detail. Because of the track layout and the weather conditions, we chose a very unusual asymmetrical design. Thus, the left and right vehicle sides differed with respect to the setup.” As the overall victory in the GTE Pro Class team evaluation also went to Aston Martin Racing, the result speaks for itself. This once again proves the advantages and the flexibility of the 10-scale system with click feedback for all settings, which is typical for BILSTEIN. That’s why the teams can easily prepare various setups in advance and keep the number codes. The modular suspension system can then be easily adjusted to the weather conditions, the layout of the curves or the preferences of the drivers.

All in all, the perfectly matched BILSTEIN suspension of the Vantage GTE as well as the motivation and performance of the drivers and the team led Aston Martin Racing to the title in the 2016 season. Encouraged by the excellent results, the team wants to build on the achievements next year and hopes for further victories and titles. Martin Flick, Head of Motorsport at BILSTEIN, says: “We would all like to achieve many more successful runs and to build on the proven technical basis with Aston Martin”. There will already be a cooperation with a technology carrier for a further developed setup for 2018. www.bilstein.com

ERSTER.

Of course with BILSTEIN: Aston Martin Racing seals victory at FIA World Endurance Championship 2016.

Winning is part of our DNA.

After 6:00‘54.283 and 174 rounds, the race was decided. The Aston Martin Vantage GTE of Nicki Thiim and Marco Sørensen was determined as the class winner of the FIA WEC in Bahrain. The modular damper system of BILSTEIN was on board throughout the whole season. The motivation and performance of the drivers and the team together with the perfectly matched BILSTEIN suspension led Aston Martin Racing to the title in the 2016 season.

“We need to demonstrate it not just by bringing beautiful cars to market, but also by explaining why our cars are beautiful: beautiful proportion; beautiful design; beautifully authentic material; beautifully British; beautifully handmade; beautiful sound; and beautiful to touch.

“Everything about them has to be beautiful and we need to educate our potential clients that that’s why they should be proud of having an Aston Martin in their garage, and that’s what makes us different to a Ferrari.”

Relevant trends

The proud elite boasting Aston Martins in their garages are stereotypically categorised by Palmer as members of the ‘high-net worth population’; those fortunate enough to have US$1 million, bankable and disposable income.

At present, there are around 16 million individuals that fit under this

Beautiful on the inside, as well as on the outside

“Everything about them has to be beautiful and we need to educate our potential clients that that’s why they should be proud of having an Aston Martin in their garage...”

umbrella, and the aforementioned mission to differentiate within and to educate this sector of society about the sprit and essence of Aston Martin is of paramount importance within the Second Century plan.

As Palmer explains though, the automotive domain is not a static market, and the need to remain adaptable across ever-changing trends and requirements - all-the-while maintaining this core Aston Martin ethos - is a tricky one to negotiate.

“Historically I guess we’ve sold mainly to male baby-boomers - the 50-60 yearold range - but the generation change is coming and is marked by the move from baby-boomers to Generation X and ultimately, Generation Y,” he notes. “And obviously in doing that there’s a different set of things you have to consider each time; the most obvious one being connectivity, which draws you into interesting industry trends like car sharing, autonomous driving and electric vehicles (EV).

IMR GROUP

Since being acquired by the Galmarini family, IMR Automotive SpA has been looking confidently ahead, with new investments, future acquisitions and diversification in its products and services.

Thanks to a 4,000 tonne injection moulding press and a 1,000 tonne press, the Company has extensive experience in the production of plastic materials and plastic components for every use, with the automotive industry continuing to be one of its most important markets.

Supplying components for trucks and niche market OEM’s such as Aston Martin, the Company works across a huge number of plastic compounds and technologies, employing more than 500 people across four plants.

Chief Financial Officer Matteo Galmarini explains: “One of our key specialties is that we start with a white sheet of paper and deliver to our customers the final parts that they can introduce into their own production lines using our state-of-the-art equipment and workshops.

“One of our aims is not just to serve customers as a simple supplier but as a partner; they can approach us if they need some advice or help about technical parts, improving the Company from a technical and commercial point of view, and also improving our standing and position within the marketplace.”

T +39 0362 9811

E info@imr-industries.com

www.imr-industries.com

The spirit and essence of an Aston Martin is unlike any other

Group

manufacturing exterior parts for both cars and trucks

Thanks to a wide range of technical and professional skills IMR’s core business is providing the most prestigious OEM’s with top products going through engineering phase, moulds construction, molding and parts painting for serial production.

IMR is proud to be considered a market reference for niche products by Aston Martin for several years on a wide variety of projects.

IMR

is a leader in

“As a luxury brand I’m not suggesting we’re going to be joining those arms races and looking to get an autonomous car as quickly as possible to market, but some of those trends are relevant to us; EV in particular!”

Critically, ‘the love of beautiful’ isn’t the preclusion of the future and of environmentally sensitive advances such as the “EV power train”, but is a concept open to embracing such evolutions as long as that initial concept isn’t compromised.

Palmer adds: “A car can be beautifully silent as long as it’s also beautifully powerful. I think EV is an obvious place we should be and we will be in 2018 with the Rapide EV. But with other trends like autonomous driving, we probably won’t be rushing into that particular market, because our customers - all of them - choose an Aston Martin because they love driving!

CONTINENTAL ENGINEERING SERVICES

Engineering the future of mobility

Founded in 2006, Continental Engineering Services (CES) has evolved into a leading engineering and production partner for the automotive industry and other industrial sectors. More than 1,400 employees work at the German headquarters located in Frankfurt am Main and at 14 other locations both within Germany and worldwide to ensure customer proximity.

As a fully-owned subsidiary of Continental AG, the Company provides customised solutions for technologically challenging tasks or adaptations from Continental´s proven mass production technologies, thus reducing the development costs. CES can provide solutions for automotive applications in small series, niche and special vehicles as well as for industrial applications.

In this way the Company makes mobility user-friendly, drive-efficient, safe and comfortable.

Aston Martin has long since been a key customer of CES, and their desire for automotive excellence is matched by our desire to provide solutions at the highest level.

The German sites in Ingolstadt, Regensburg, Frankfurt und Nürnberg, alongside the newly founded CES UK facility in Lichfield, services the global brand Aston Martin with its engineering, consulting, manufacturing and integration expertise in the following fields:

• Electronic brake systems

• ESP hardware and software

• Validation & homologation services for racing cars and road vehicles

• Calibration and test drives

• Development for display, operating and connectivity systems (like Driver Information Module, Touchpads etc.)

• Small series manufacturing at our Continental production site in Karben, Germany

Chosen for the love of driving

“A car can be beautifully silent as long as it’s also beautifully powerful”

Unique Engineering Proposition

As your development and manufacturing partner we master all technological challenges, making mobility user-friendly, drive-efficient and safe. We can work from an initial sketch, through a product development programme to a fully validated new solution. Or we can adapt proven mass production technologies, thus reducing development costs for small series, niche and special vehicles.

The flexibility and speed of a medium-sized company coupled with the products and facilities from one of the world´s leading automotive suppliers gives us an outstanding position in engineering services.

This enables us to manage projects of all sizes, including the manufacture of customized components even in small volumes. Furthermore we get access to Continental´s state of the art test and laboratory facilities and use advanced testing grounds.

We can also transfer comprehensive automotive expertise into new business areas, offering you the benefits of proven technology in a pragmatic way.

Focus areas:

› Drive, control, chassis and engine technology (for combustion, hybrid and electric propulsion systems)

› Connected display and operating systems

› Brake system and driver assistance technology

Continental Engineering Services

“That being said, there are technologies within the suite of autonomy - for example, automatic parking or valet parking - which could be extremely interesting to our customer type. So I would say we pick and choose the technologies that we bring to market in the context of an environment which is all about car shares, electric or zero emissions, connected cars, and autonomy.”

Beyond lean

Behind every new technological progression, automotive innovation and design breakthrough is a behindthe-scenes network built wholly and uncompromisingly around the strive for lean optimisation. Supported by Daimler’s five percent shareholding and subsequent access to key technologies - including electrical architecture and the V8 engine - the need to invest in new cars and new specs is one naturally accommodated by Aston Martin’s long-established

dedication to human feel and bespoke manufacturing.

“You’re seeing enormous investment into new cars at the moment, which also provokes new technologies; and our particular skill, which I think is industry-leading, is in the area of bonded aluminium. We don’t weld our cars together, we glue them together,” Palmer affirms. “Add the use of carbon fibre into this all-encompassing, marketleading industrial design, and that’s our particular niche of advanced technology.

“I would then go one step further and say that the way we manufacture is also industry-leading through the actual use of the technology. I would argue that once you come out of the body shop with those bonded tubs, and you move through the paint shop; while it is very labour intensive because we hand-build the cars from there on in, the fact that you’re able to make every car bespoke to a customer makes us not just lean - but beyond lean!”

REMUS-SEBRING

For more than half a century, top class sport exhaust systems have been built in Austria. The corporate group REMUS-SEBRING develops and manufactures sport exhaust systems for cars and motorbikes of several different well known vehicle manufacturers.

Besides the production of sport exhaust systems for the after-sales market, the Group is deeply involved into the OE business with performance exhaust systems for a variety of premium car manufacturers, including Aston Martin, and our partnership has been going from strength to strength for five years, with Aston counting on the experience of the “sound experts” from Austria.

T +43 3142 6900 0

E office@remus.at www.remus.eu www.sebring.at

REFLEXALLEN

Established in 1988, Reflex&Allen’s headquarters are in Modena, Italy, in the universally recognised Motor Valley, where you perceive everywhere the emotion of speed, competition, engineering and high innovation.

Over the years, the Company has invested globally in R&D and people: we design, develop and manufacture parts for racing, super-sport, passenger cars and heavy vehicles.

With thousands of products grouped in five different divisions produced from our 14 plants in Europe, the Americas & the Far East, we have the privilege and honour of working with Aston Martin, designing & developing parts for new astonishing cars.

T +39 059 792118

E mail@reflexallen.com www.reflexallen.com

Born in Modena in 1988, Reflexallen is a global organization; an OEM TIER1 and Aftermarket supplier in the Automotive Industry, recognized for the quality of its products and flexibility. Reflexallen is a full-service company: from our 14 plants around the world we design, develop and manufacture thousand of products grouped in 5 different divisions:

Fluid Power: Fluid transfer connections in special polymers and rubber

Pneumatic: Air brake tubing and spirals DIN and ISO

Safety Devices: Safety markings for heavy vehicles, trailers, agricultural, etc.

Special Composites: Carbon fibres structural parts for cars and motorcycles (F1, GT2, GT3, MotoGP)

Electrical: Cable, wiring harnesses, military parts, trailer connections, plugs & sockets, etc.

Every car on the flow line is essentially unique, rather than a batch or a flow; a differentiator unique to Aston Martin, and one that is set to be replicated in its impending St Athan factory in Wales once up and running.

“Across both St Athan and Gaydon, we will continue to make big investments into this ‘beyond lean’ technology, and the new factory in particular will take care of the production of our first SUV, the DBX, and ultimately also the Lagonda brand which will be brought to market within the Second Century plan,” Palmer says. “This doesn’t just represent big facility upgrades but actually a complete new facility over in Wales, and it will be embracing these ‘beyond lean’ technologies and continuing our dedication – even with the SUV – to the bonding of aluminium.”

Similarly to its cars, Aston Martin’s lean structure has to be flexible and applied on an international scale, especially when taking into account

EUROPEAN BODY PANELS

Aston Martin and EBP’s relationship is one that has developed largely over the past six years although runs 11 years in total. EBP’s “one-stop-shop” set up with all processes under one roof allows us to deliver a full turnkey ED coated body panel, or assembly, directly into Aston Martins’ system ready for fitment.

EBP’s flexibility plus high quality standards and delivery precision match very well to Aston Martin’s product demands and needs. EBP have managed during the 11-year relationship to aspire to be constantly in Aston Martin’s top supplier bracket and are currently underway with the next follow-up project.

T +46 (0) 454 30 17 00 www.ebp.se

the Company’s supply chain network and what it calls ‘flow management’. Again addressed as part of the Second Century plan, the Group has consciously migrated from a wholesale business model where batches of cars are ushered towards dealerships, to a retail model where shipping is dictated solely by customer sales.

“Supply chain has to be a handshake between the centre and the region,” Palmer states, “and this retail model has ensured good car flow management over the past two years.

“We’ve completely eliminated the principle of keeping Company stock in the regions. Everything is a kanban pull where the customer orders the car, the car goes to the region, and you keep the dealership lean. It means you don’t have a lot of ageing stock, and also means that cars are more easily customised and bespoke to each customer’s needs.”

‘Beyond lean’ processes ensure precision from manufacture to drive

High class manufacturers of body in white panels and assemblies for a number of Europe’s leading car manufacturers.

DESIGN - MANUFACTURING - DISTRIBUTION

As the preferred supplier to more than 25 car companies from Aston Martin to Volvo, the Pelicans Group offer cutting edge design and innovation, which in turn leads to cost-effective manufacturing, print supply, project management, integrated website support and streamlined logistics.

Pelicans Group, 717A North Circular Road, London, NW2 7AH

T: +44 20 8452 9111 www.pelicans.co.uk

EUROPEAN BODY PANELS

Globalisation of skills

At both Gaydon and St Athan, the concerted focus on lean optimisation is complemented by an equally critical commitment to the influence of human input; affirming the feel and essence that is achieved across all Aston vehicles, although requiring a set of skills seldom seen in the modern day sector.

“Our factory is very much revolved around crafts and technical skills, and a skill-set that barely exists these days which is the ability to hand-make and handcraft cars,” Palmer enthuses. “We have to hire our own apprentices and train them in the means of crafting with leather, or in sewing hides.

“More than any other car company, we rely upon human skills, because we manufacture something that can’t be replicated by artificial intelligence.”

Further afield, the same emphasis on Aston Martin-specific training and

an Aston Martin-specific structure is implemented across it sales, marketing and distribution departments, with the Middle East a prime example of the brand’s recruitment ideology.

Palmer continues: “As you go out into the regions, you’ve got to recruit people that are both empathetic and knowledgeable about the brand and why the brand is ‘for the love of beautiful’, and they become the ambassadors that basically take that message forward. They’re the disciples that deliver that important message.”

Members of staff from all corners of the global Aston Martin community are brought to Gaydon to help instil these Company philosophies, before taking their enhanced brand understanding back to their respective regions as part of the vital marketing, sales or project planning divisions.

Palmer notes regarding the latter role: “It’s all part of the globalisation of skills, and these project planners are the people who help us determine what our future projects look like. For the Middle East, for example, it’s the regional project planner who helps to ensure that nothing is overlooked when evaluating what is important to the Middle Eastern customer.”

Second Century plan

Aston Martin’s presence in the Middle East is exciting by virtue of its current transformational status. Where the brand has historically and traditionally flourished - and has now become a staple in luxury automotive excellence - that same evolution is now unfolding in front of the Company’s eyes in a region that by all accounts seems a natural fit for such products.

The high-net worth population is in abundance and the focus is inevitably now honed in on developing outlets and dealerships in strategic locations conducive to attracting said audience.

“We need to put them in places where you have people who are able to buy and want to buy our products,”

Powering towards the completion of Aston Martin’s Second Century plan

Palmer elaborates. “The net result is that we become present in most of the Middle East - the region we call AMMENA which also extends into Israel, East Europe and Northern Africa - and generally speaking in interesting places where you get foot traffic.

“We try to make sure that all dealerships conform to the brand identity and the ethos in which we sell, and an example of that would be the dealership we’re currently building in Abu Dhabi which is located next to one of the most famous hotels in the city. That’s exactly the type of place we need to be!”

And in terms of getting to where it needs to be, Aston Martin’s overall ambitions take a much more globalised and progressive stance. The brand’s Second Century plan is already in full swing, but as the rewards turn from conjecture to reality, the automotive world will have a more wholly global - and undeniably more formidable -

Aston Martin in its midst.

“Over the next five years, we’ll have pretty much completed the Second Century plan, and what you’ll see from this is a brand as healthy as it’s ever been, yet also better understood across all regions,” Palmer concludes. “More importantly, you’ll see a fresh vehicle portfolio of seven cars develop, and this will cover the full range. GT sports cars - yes! Mid-engine sports cars - yes! SUVsyes! Luxury sedans - yes!

“So you’ll have that portfolio and the saliency of the brand will be better understood, but what I also hope to be able to report back in the coming years is that we’ll be operating in the context of a luxury Company; a luxury Company like Chanel that just so happens to be selling motor cars rather than handbags.

“Aston Martin will be understood, first and foremost, as a luxury Company, satisfying a certain lifestyle for a certain clientele, and making the most beautiful cars in the world.”

43A Barton Road, Milton Keynes, MK2 3EF +44 (0)1908 271940

Quality assured metal pressings, welded assemblies and fine limit sheet metal components.

In 5 years...

“...we’ll have pretty much completed the Second Century plan, and what you’ll see from this is a brand as healthy as it’s ever been, yet also better understood across all regions”

ASTON MARTIN MIDDLE EAST

Banbury Road, Gaydon

Wawrickshire CV35 0DB

United Kingdom

Tel: +44 1926 644 722

www.astonmartin.com

PRODUCED BY NORTH AMERICA OUTLOOK MAGAZINE