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With nearly a century of history, Aston Martin has developed into an automotive icon: a brand synonymous with luxury, heritage and authentic craftsmanship. Alongside these core values is the company’s passion about the cars it produces. This passion is shared by Aston Marton owners and car enthusiasts. All of its models are, and will continue to be, hand-built using state of the art processes.

Aston Martin in China

Aston Martin’s plans for growth are more ambitious than ever.  The company plans to continue its global expansion plans to spread its diverse and highly nuanced model designs into all reaches of the globe.  After entering Poland, Croatia, Czech Republic and Taiwan in recent years, attention has been refocused to achieve growth in the emerging markets of China, India and the Middle East. Aston Martin formally entered the Chinese market in 2012, with six sports cars – the V8 Vantage Coupe，V8 Vantage Roadster，V12 Vantage，DB9 Coupe，DB9 Volante and DBS in stores in Shanghai, Xintiandi, and Beijing. Before formally entering the market, Aston Martin opened a sales service center in Beijing in 2008 and gradually expanded its business in China.  All Aston Martins are adjusted and improved to meet Chinese fuel and road conditions. According to a recent China market report, Aston Martin sold 83 cars in China, making China its third largest market in Asia. Aston Martin is actively expanding its sales network in China as it attempts to improve its position in the Chinese car market.

Main Competitors and their China Strategy: Bugatti, Rolls-Royce, Maybach

Aston Martin’s greatest threat comes from other world-renowned manufacturers of cars and SUVs, especially Bugatti, Rolls-Royce and Maybach. Due to its brand reputation and long history, Aston Martin is performing well in China, but it still needs to define its China strategy to strive in the future.

The Bugatti Company, and most particularly, the company’s founder Ettore Bugatti are venerable fixtures in the world of automobile engineering. From the very beginning, Bugatti’s unique constructions and aesthetic designs have enthralled the public and spawned a virtually boundless passion in those fortunate enough to own such automotive works of art.

Rolls-Royce is one of the most well-known brands in the world. Its name is one of its most valuable assets. It attracts talented people, it differentiates Rolls-Royce and it reassures its customers because of the trust associated with the brand. Today, consumers associate the brand with more than just engineering excellence. Its standard of quality carries across all of its car’s qualities. The brand guides its actions and behaviors and the way it presents itself to the world as a leading-edge, international power-systems business.

The Maybach marque has a remarkably distinguished heritage. The company was originally founded in 1909 by Wilhelm Maybach with his son Karl Maybach acting as director. More than 100 years ago, Wilhelm Maybach built a car that pointed the way towards the modern era. His Opus No.1 went down in history as the first Mercedes, and he is still remembered as the “king of the design engineers”. Now Maybach has realized its ambitions.

Daxue China consulting.

Sources:

• Bloomberg
• Reuters
• The Telegraph
• The Economist

Picture source: bing