Aston Martin has reported its highest percentage growth ever, with the car maker seeing a massive increase in sales in 2017. Its profits rose by a quarter of a billion pounds last year, marking a significant milestone in the company’s financial history.
The luxury car maker also managed to sell more than 5,000 vehicles in 2017, which is the first time they have exceeded this number since 2008. This achievement underscores the brand’s resurgence and growing appeal in the competitive luxury automotive market.
Strategic Success and New Models
Aston Martin’s President and Chief Executive Officer, Andy Palmer, commented on the company’s success: “Following on from our tremendous financial results, this endorsement of the Aston Martin brand is further proof of our successful global brand strategy. Our Second Century Plan is gaining momentum: the DB11 has achieved sell-out demand, the new Vantage has just been revealed to critical acclaim, and the next model under the plan, the replacement to the Vanquish, is on schedule to be revealed later this year.”
The Second Century Plan, which aims to introduce seven new models in seven years, is a cornerstone of Aston Martin’s strategy. The DB11, a grand tourer that combines luxury with high performance, has been a significant hit among enthusiasts and critics alike. The new Vantage, known for its agility and dynamic driving experience, has also received widespread acclaim. The upcoming replacement for the Vanquish is highly anticipated and expected to continue this trend of success.
Global Brand Value and Recognition
“The pride and the trust in the Aston Martin brand starts with our employees and spreads out across the globe to our customers, our racing teams, our brand ambassadors, and our loyal fans,” Palmer added. This statement highlights the importance of a strong internal culture and the ripple effect it has on the brand’s global perception.
The car maker has seen its brand value increase significantly. In the 2018 Brand Finance Auto & Tyres Report, Aston Martin jumped from 77 to 24, reflecting its growing influence and reputation in the automotive industry. This leap in brand value is a testament to the company’s successful marketing strategies, innovative product launches, and the overall quality of its vehicles.
Aston Martin’s resurgence can also be attributed to its involvement in motorsports, which has helped to enhance its brand image and connect with a broader audience. The company’s participation in events like the FIA World Endurance Championship and partnerships with racing teams have bolstered its reputation as a maker of high-performance, luxury vehicles.
Moreover, Aston Martin’s commitment to sustainability and innovation is evident in its development of electric and hybrid models. The upcoming launch of the Rapide E, the company’s first all-electric vehicle, and the Lagonda, a luxury electric SUV, are part of its strategy to adapt to changing market demands and environmental regulations.
In conclusion, Aston Martin’s record growth in 2017 is a result of strategic planning, successful new model launches, and a strong brand value. The company’s future looks promising as it continues to innovate and expand its product lineup, while maintaining its commitment to luxury and performance.
Source Press Release
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