Aston Martin
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Aston Martin

The motoring legend powers into the future

This is an important year for Aston Martin. Continuing last year’s progress, the company’s Second Century plan is now in full execution mode; three of the seven new cars have now been launched – the DB11, the Vantage and the DBS. Aston Martin is looking forward to the launch of its first SUV, the DBX, and its entry into the mid-engined hypercar market with the Aston Martin Valkyrie, both of which are significant developments for the company.


The launch of the DBX is the clearest reason for optimism because it gives the company the entrée into the fastest-growing segment of the luxury car market. It’s a milestone moment for the brand. The car made its debut with a film by Creative Director Daisy Zhou. ‘The SUV is the biggest opportunity to connect with consumers around the world, especially in the United States, China, and the Middle East where SUV’s are “hot”,’ says Simon Sproule, Chief Marketing Officer. ‘DBX is bringing British craftsmanship to new audiences.’ On the other hand, Aston Martin is new to the sector and will be selling its customers something they’ve never previously had from the company.

The launch of the DBX is the clearest reason for optimism because it gives the company the entrée into the fastest-growing segment of the market

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Another reason for optimism is the launch of Aston Martin’s first mid-engined car, the Valkyrie. Developed with Red Bull Advanced Technologies, this hypercar embodies the British values of technology and the use of advanced materials, both spin-offs from Formula One and the aerospace industry.


The Valkyrie will be the first of three mid-engined Aston Martins – the others being the Valhalla and the Vanquish Vision Concept – to bring F1 technology and know-how to the world of production cars. These two new cars will be central to Aston Martin’s message in the coming year, each striking its own note. The SUV has evolved from the company’s existing product line and respects its luxurious traditions, whereas the Valkyrie is a standard bearer for technological innovation.


The other notable development in 2020 is the opening of Aston Martin’s new plant at St Athan in South Wales. A former Ministry of Defence establishment, five years ago it was a Royal Air Force service centre full of Hercules aircrafts. ‘It’s going to be a remarkable facility,’ says Sproule. ‘The manufacturers have done an incredible job: there’s now a paint shop and production line, which will start producing cars in April.’

Britishness lies at the heart of Aston Martin and will continue to do so as the company expands. This finds its expression in the craftsmanship, in the materials, and in the creativity that go into all the cars. The leather comes from Scotland, the badges are made in Birmingham’s jewellery quarter, while the cars themselves are manufactured in Britain.

Nowhere is the Britishness of Aston Martin better embodied than in its longstanding association with James Bond. The new Bond film, due in April, will continue 007’s love affair with his favourite car. As Sproule says, teasingly, ‘It’s like a wedding isn’t it? Something new, something borrowed, and something blue.’ Very Bond, very Aston Martin.

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