In 2021, the name of the legendary British sports car manufacturer returned to Formula 1 after a 61-year hiatus. Aston Martin, the luxury car known as the ride of James Bond, has become more active than ever in recent years. Apart from rejoining the pinnacle of motorsports, the Gaydon carmaker has been launching products on a more frequent basis, including the brand’s first-ever SUV – the Aston Martin DBX. Being named numerous times as the “coolest brand in the world”, how does this British carmaker build one of the most iconic brands in the automotive industry? Taking the 4 Facets of Brand Positioning on a grand tour, let’s find out what makes Aston Martin so special.
Truth: Elegant Sports Cars with Racing Heritage
An Aston Martin is recognized immediately, either by sight, touch, or sound. The design of an Aston Martin is bold yet subtle, progressive yet elegant. With the experience gained from decades of top-level motorsport, Aston Martin combines art with a unique ride quality that is nimble, precise, yet reserved and under control.
Unlike its fellow competitors, Aston Martin creates the cars not for breaking lap records at the Nurburgring, but for an unforgettable road trip across the continent, delivering a passionate drive while being leisurely graceful. Driving an Aston Martin is like wearing a bespoke suit made by a renowned English tailor, it is distinctive, refined, and devilishly handsome with impeccable manners.
Vision: The Most Beautiful and Accomplished Automotive Art
Throughout its history of over a hundred years, Aston Martin has been creating the most beautiful and accomplished automotive art in the world. Since the establishment of the brand, the British carmaker has been devoted to racing events, to gain experience and knowledge of improving car performance from racing. From the 24 Hours of LeMans victory by the DBR1 in 1959, to the iconic James Bond driving a DB5, and the cutting-edge hypercar Valkyrie, Aston Martin is not only dedicated to improving the performance of the cars but also in crafting innovative cars with outstanding beauty and aesthetics. The British carmaker collaborates with other well-known brands, such as the Italian design firm Zagato, to create stunning automotive art that celebrates the outstanding performance which is celebrated by people around the world.
Universe: An Effortless Grand Tour
What sets Aston Martin apart from its competitors is the experience it brings. The essence of the Aston Martin brand is reserved in the road trip. Living with an Aston Martin is like going on a grand tour. It brings a beautiful ride with power and refined dynamic, enabling you to glide through the continent effortlessly. The beauty of an Aston Martin is not only delivered from its exterior. Made from exquisite material and crafted by skilled craftspeople, the interior of Aston Martin is also a work of art. Fine leather, wood, and carbon fiber, every element in the cabin delivers the feeling of a luxurious lifestyle. A grand tour like this is not only a treat to your life, but also an experience to satisfy your soul. Aston Martin infuses its brand motto “Power, Beauty, Soul” into every car they make. Its beauty first grabs your attention, followed by its performance that captures your soul, bringing you a bespoke experience with the brand.
Personaility: A Sporty English Gentleman with Understated Style
Aston Martin is as complex as its nation’s character. There is something profound British about an Aston Martin. It is the understated sense of style, the handmade, self-built details with sports running through its veins. An Aston Martin dares to risk all because it is built on courage and baptized in flames of adventure, and that, is what makes those wings fly. The way that Aston Martin interprets car inherits the old-school classic style while applying the latest technology, nimble, agile, powerful, yet elegant, reserved, and gentle, just like the English gentleman who always takes Aston Martin on a mission: James Bond.
The existence of Aston Martin is unique in the car industry. Even with the huge amount of power and torque, speed is not the only thing that Aston Martin pursues. There are many speed machines that run faster than Aston Martin, but what sets the brand apart is its attention to detail and the finest quality of materials. It is the perfect balance of traditional craftsmanship with modern technology, a high sense of integrity and immaculate style.