The British luxury brand Aston Martin is going through a pivotal period in its history. Again.
Known for its tumultuous past and recurring financial difficulties, the manufacturer has given itself 12 to 18 months to turn things around. In charge? Adrian Hallmark, former head of Bentley, who managed to get that brand back on the path to profitability. His approach for Aston Martin isn’t based on chasing volume, but on repositioning around value and exclusivity.
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What’s the plan to make Aston Martin profitable?
For Adrian Hallmark, producing more doesn’t necessarily mean earning more. Unlike other manufacturers who rely on high volumes to recoup their investments, he believes the secret lies in the perceived value of each car. He cites Ferrari as an example, a brand that built its empire by deliberately limiting production to maintain exclusivity and very high margins. Aston Martin, which currently produces about 7,000 cars per year, isn’t necessarily looking to double that number. The goal is to optimize the cost structure and improve productivity, rather than flooding dealerships with excess models. That’s where the “selling less” in the title of this article comes from. According to Hallmark, Aston Martin can become a prosperous company without reaching 13,000 units per year, by adjusting its lineup and sales strategy.
Fewer new models, more variations
Aston Martin has recently launched four new models in 18 months, a brisk pace that temporarily slowed the company’s production. Hallmark wants to change this approach by taking inspiration from Porsche and its 911 lineup, which is based on a proven technical platform offered in several versions: Carrera, Carrera S, Carrera 4, 911 GTS, Targa, GT3, GT3 RS, Turbo—there are countless variations of the 911. Rather than investing heavily in developing new platforms, Aston Martin will build on derivatives of existing models. For example, the Valhalla, the mid-engine hybrid hypercar, is expected to have at least two new variants. Following market logic, one could be a convertible version, while the other would be an ultra-limited special edition aimed at wealthy collectors and track day enthusiasts.
This approach would allow the brand to offer novelty without the exorbitant costs associated with completely developing a new model. Hallmark explains that modifying an existing car requires far fewer new parts than a 100% new model, thus reducing industrial constraints and financial risks.
Aston Martin listens to its customers
Another very important point is the ability of the British brand to listen to its customers and fans. Recently, they announced that they want to continue producing V12 engines, at least until 2030. Manual gearboxes are also highly appreciated by Hallmark, who intends to keep them in the lineup for as long as possible. By choosing to preserve these valuable attributes, Aston Martin shows that beyond the race for innovation and modernity, it will continue to promote its passion and authenticity for as long as possible. And that’s great news for fans who are tired of the over-modernization of sports cars.
The harsh law of the luxury automotive market
The current economic climate could well help Aston Martin in its transition. According to Hallmark, the number of potential customers for luxury cars has never been higher. Over the past twenty years, the population of ultra-rich individuals has exploded, and their wealth has quadrupled. In other words, there are more customers than ever who can afford an Aston Martin, whether it’s the Vanquish, the DBX, DB12, or the Valhalla. By focusing on more exclusive and customizable models, the brand hopes to attract clientele looking for unique cars rather than mass-produced ones. And the advantage is that buying an Aston Martin seems much less complicated than buying a Ferrari, where the Italian brand filters its customers and suffers from delays that send used market prices soaring…
This article explores Aston Martin’s new strategy under Adrian Hallmark’s leadership, which bets on more exclusive and profitable models rather than mass production. By reducing the number of new models and focusing on variations, the brand hopes to attract a wealthy clientele and secure its future.
Images: © Aston Martin
