Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Insights Our Thinking Detail

EXPERTISE

  • Strategy
  • Branding

INDUSTRY

  • Auto
Contact Us

Auto Brand Positioning of Aston Martin: Power, Beauty, Soul

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 auto 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.

Aston Martin DBS Superleggera Volante with Auto Brand Positioning

Aston Martin DBS Superleggera Volante (Source: Aston Martin)

Aston Martin Vanquish Zagato Family

Aston Martin Vanquish Zagato Family (Source: Aston Martin)

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.

Aston Martin DBR1 and V12 Speedster

Aston Martin DBR1 and V12 Speedster (Source: Aston Martin)

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 auto brand positioning 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.

James Bond and Aston Martin DB5 with Auto Brand Positioning

James Bond and Aston Martin DB5 (Source: Google)

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.

Aston Martin DB11 V8

Aston Martin DB11 V8 (Source: Aston Martin)

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.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Gen Z & the Future of the Metaverse

A new virtual future. An evolution of the internet – the metaverse is a continuum of immersive, realistic digital experiences that are made available through integrated v…

Being Authentic about Brand Diversity

Diversity – a word that enraptures the world with equal parts trepidation and hope. Brand diversity has permeated all layers of social dialogue and corporate ve…

Brand Architecture Strategy: Expertise to Guide the Way for Clarity

This article is part of our Brand Architecture series, where we clarify and identify best practices in brand architecture strategy that guides brand growth. Intro Brand a…

Malaysia Truly Asia? Examining Malaysia’s Positioning in SEA 

The "Malaysia Truly Asia" campaign has been a cornerstone of Malaysia's tourism branding since its inception in 1999. The campaign aimed to portray Malaysia as a microcos…

Gold, Dragons, Chips and Trips: The Semiotic Future of Credit Cards

In 1949, a man named Frank MacNamara was dining in a restaurant in New York City when he realized he was without his wallet. With no way to pay for his dinner, the idea o…

Best Branding Actions in China

How brands become strong – not how strong brands are. Nearly four decades since the opening of China’s economy, consumers are beginning to reach a newfound level of sophi…

Post-Crisis Brand Strategy: How Should Brands Evolve in Times of A Global Health Crisis?

Navigating Uncertainty: Crafting a Post-Crisis Brand Strategy amid the Ongoing COVID-19 Pandemic As the global effort to contain COVID-19 unfolds, uncertainty about our c…

Brand Positioning in the Airport Industry: How Changi Airport Continues to Reinvent Travel

Singapore’s Changi Airport has long been a benchmark for excellence in aviation, but its evolution into a global lifestyle destination sets it apart. With 13 ‘World’s Bes…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject