Aston Martin not willing to go downmarket

2014 Aston-Martin-DB10-Front three Quarters

2014 Aston-Martin-DB10-Front three Quarters

In recent days we all observed a lot of luxury high end automobile manufactures going downmarket and providing cheaper models in order to increase revenue. But Aston Martin seems to be running off the wind.  Aston Martin resists their venture down the path to offering affordable cars. Many prestigious brands are going down in order to reach some more customer. Recently speaking to Auto Guide president of Aston Martin’s American operations, Julian Jenkins when asked about their plans for lesser and affordable models, he responded “no, not at this stage”. Mr. Jerkin also added “I think today, certainly for Aston Martin, we focus on sports cars. That’s where we come from and that’s our niche. Clearly that’s the immediate focus based on the range we’ve got today.” “I think the Lagonda as a brand would be an interesting opportunity,” Jenkins said. “That’s something that we can build in the future.” The Lagonda ‘super saloon’ was originally built in the 1970s but was brought back last year in extremely small numbers. But brand used the Lagonda nameplate for a crossover concept years ago, but we haven’t heard much on that front since. Jenkins declined to mention anything about a crossover, but noted the company is focused on sports cars. Clearly that their immediate focus is based on the range we’ve got today. Aston Martin’s current strategy is totally based on their dealer networks, there their priority is to grow sales by expanding dealerships across the globe which currently stands at 149 and recently they opened their first dealership in south america. Clearly it can be seen that Aston Martin needs investment to give their vehicle line up a total overhaul.

Aston-Martin-Vanquish-60th-Anniversary-Limited-Edition-Front

Aston-Martin-Vanquish-60th-Anniversary-Limited-Edition-Front

As I see the name Aston Martin, it is easy for them to develop a smaller and affordable models with a sports car feel definitely increase their sales to a greater extend, this move may dilute their name as producer of rear and exquisite cars. So don’t expect any car less than 2015 Vantage GT which cost around Rs.6 Cr. Despite Aston Martin’s aspirations to climb the market ladder, Jenkins didn’t completely rule out a future move to diversify the carmaker’s lineup.

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