2023-08-20 10:18:00
Aston Martin is considered one of the oldest car brands. Because if counting to 2023, the brand will be 110 years old and even now there are Mercedes-Benz and Geely come to the stock, but Aston Martin is an ultra luxury car brand that is independent, clearly not under any brand, unlike Rolls-Royce that is part of the BMW group, etc.
In Thailand, Aston Martin has appointed a company to officially market for 10 years, during the first 10 years, it may be a beginner. Because selling cars with the highest price of only 30 million, but in 2023, the company can sell up to 4 cars priced over 30 million, and one of them is a car at the level of 50 million baht.
Aston Martin took 10 years and how it adapted its marketing plan. Overview of the competition of the ultra luxury car group, how fierce is it? Including Aston Martin’s strategy after this, how will Brand Inside have the opportunity to talk to Chatchai Kaewpongsri, General Manager of Aston Martin Bangkok as follows:
use the old and combat performance
Chatchai Kaewpongsri, Aston Martin Bangkok General Manager, told us that 2023 is the 10th year of Aston Martin’s official marketing in Thailand. Or since the opening of the first showroom at Siam Paragon in 2013 until the opening of a complete service center at Rama 3 to meet the needs of Thai customers.
“Right now, there are about 200 Aston Martin cars in Thailand, and a one-stop service center consisting of a showroom, service center and used car sales area at Rama 3 will help meet the needs of customers very well. and before reaching this point We have to use communication. And a survey found more than 100,000 customers who are likely to buy a car with us.
Aston Martin’s marketing for the past 10 years has been used to communicate the history of the brand. And the performance of the car is mainly because Aston Martin is an old brand. It is known in the high circles with Aston Martin born out of a racing car. Trust in driving performance if you like driving. which is not a passenger car
Chatchai Kaewpongsri, General Manager of Aston Martin Bangkok
Eat share 20% of Ultra Luxury red car.
From trying to communicate the brand with the above 2 stories Causing the first half of 2023 Aston Martin to have a total sales of 15 cars and is expected to close at the end of 2023 at 25-30 cars, accounting for about 20% of the sales of Ultra Luxury cars in Thailand with about 100 cars/year.
“Since starting to market in Thailand, Aston Martin has sold the most expensive car at 30 million baht, but in 2023 we can sell 4 cars that cost more than 30 million baht, and the highest is the customer who is customized up to 50 million baht. That is, there are new customers who have never bought Aston Martin before to buy as well. And we have a loyal user club to help communicate another way.”
Aston Martin Thailand recently launched the DB12, a Super Tourer car with a 4.0 liter twin turbo V8 engine with 680 horsepower, accelerating from 0-100 km/h in 3.6 seconds and a top speed of 325 km/h. The starting price is 21 million baht and can be customized up to 37 million baht
Sales are so good that they have to negotiate for more quotas from abroad.
“The DB12 is considered a legendary car by Aston Martin because it was the creator of the first Grand Tourer (GT) car or since 75 years ago. Full quota of 4 cars, while in 2023, the company initially received a quota of 6 cars, which, if the response is good, may have to negotiate more with foreign countries.
The DB12 booked in Thailand has been customized to a price of 31 million baht, with half of the bookings being made by old customers aged 40-50 and the remainder from new customers. and have a younger age One of the factors that makes it happen is that Aston Martin designs cars that can be used every day. not difficult to drive and can only be used on weekends like in the past
Aston Martin Thailand sells cars starting at 16 million baht, with the DBX707 SUV as the driving force of sales, accounting for 60% of all sales. The rest are from the Sports line, such as the DB12 and Vantage, which cater to customers who appreciate performance, design and brand identity.
The ultra luxury car group continues to grow both in Thailand and around the world.
Luxury products continue to grow despite the outbreak of COVID-19, with Ultra Luxury cars being one of them, causing Aston Martin Thailand to have sales growth of 10-15% since the outbreak of COVID-19, and the company still has a plan. Develop different types of electric cars, although currently there is no marketing version with an electric motor to help drive.
for the world market In the first half of 2023, Aston Martin posted total revenue of £677.4 million, up from £542 million in the same period in 2022. 2,954 cars were sold, up around 300, to 1,547 SUVs, up 43% and GT/Sports 1,369. cars, reduced by 12%
The number of cars sold in the Americas is 1,062 units, Europe, Middle East and Africa 834 units, Asia 613 units, and the UK 445 units. The initial 2023 sales target is 7,000 units, and the development of electric cars Aston Martin is collaborating with Lucid. Motors, a luxury electric car brand founded in 2007
refer // Aston Martin
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