Since 1914, the British-made Aston Martin sports cars have been renowned for their individual character and reputation for design and engineering excellence. Now in 2011, their strong reputation for quality craftsmanship is allowing them to press forward with ambitious growth plans in China.
After debuting the new Virage and Vantage S in the region, which are for sale in China now with first deliveries starting this summer, Aston Martin plans to open up four new dealer sites over the next 12 months.
“Now is the right time for us to accelerate our growth in China,” Aston Martin Chief Executive, Dr Ulrich Bez said. “We have taken our time to gradually establish the building blocks to ensure long-term stability for the Aston Martin brand in the region and – encouraged by reaction from customers – it is right for us to grow our presence.”
Aston Martin plans to introduce more new products to the Chinese market over the coming weeks with the introduction of the new Virage, Vantage S and the recently launched Rapide four-door sports car making their Chinese debuts.
“Clearly, China offers the largest emerging luxury market in the world and offers substantial growth potential for us while allowing us to remain exclusive and fulfilling our strategy of becoming less dependent on classic established [western] markets,” Bez said.
Aston Martin now operates a global dealership network of 135 dealers in 42 countries. As part of the company’s ongoing expansion plans Aston Martin has recently entered into South America, India, Taiwan and Turkey whilst seeking continued growth in new markets.