ESCP Europe Alumni Magazine - n°158 - Janvier/Février 2015 - 25

FOCUS

Christian MARTI (EAP 93)

Dream cars
Christian MARTI, Global Sales Director, Aston Martin Lagonda Ltd,
answers our questions about this high luxury brand and the sport
cars industry, that remains unaffected by the economic crisis.
How can this market develop so positively
when the prices are so inaccessibly high?
Inaccessibility is, of course, relative and as all car
makers do, we price our sport cars in a way that
is commensurate with their quality, style, performance and luxury. Aston Martin is a high luxury
brand and at that level, our customers demand
and expect the very best. Our pricing reflects the
bespoke nature of our cars, and the exceptional
levels of quality, craftsmanship and luxury that go
to make up each one.
It is also worth pointing out that Aston Martin
sales are performing strongly in what remains a
challenging global economic situation.
What are the expectations from our
customers at this price level and does the
economic crisis play a role in the behaviour
of the customer?
As I have said, our customers quite rightly expect
the very best and we strive at all times to deliver
that. The very best sport cars delivered with the
very best service, these are our simple goals. In
terms of the economic situation, I think we have
weathered the fallout from global financial crisis of
the last few years exceptionally well and I believe
we are very well-placed now, to develop our global business strongly in the years ahead.
The need over recent years to reach out into new
markets, such as China, has also helped us become, today, a truly global car business. We now
have dealer representation in 44 countries, and
our ongoing efforts to develop and strengthen
that network of Aston Martin dealerships around
the globe means we are gathering new customers
all the time.
Aston Martin ownership is a privilege in many
ways, and our customers join an exclusive global
community of enthusiastic, knowledgeable and
highly successful drivers when they really take
possession of their sports car.

How do you react to those
specific requirements?
We have a number of ways
in which we meet the very
individual requirements of our
luxury sports car customers,
not least via the Q by Aston
Martin personalisation service
which offers almost limitless
possibilities to our customers.
From the tiniest detail change,
an optional stitch colour in
a leather seat through to
bespoke projects such as
the CC100 Speedster, Q by
Aston Martin allows our customers to realise their Aston
Martin dream.
Are you limiting
production volume to
underline the rarity of the
product?
Aston Martin sports cars are,
by definition, rare. We have produced fewer than
70,000 cars in our 101-year history. By contrast,
a mass market manufacturer such as Toyota
would take less than a week to build that number
of cars today!
I think it's fair to say that Aston Martins will always
be rare and exotic things. Seeing one on the road
remains, for most car fans, a true «occasion» and
I know that owners of our new cars, as well as
those lucky enough to drive one of our heritage
sports cars are used to the admiring looks they
get from fellow road users.
The £500m investment plan we have announced,
along with our recent technical association with
Daimler and the AMG business, means we have
the resources at our disposal to go on developing
these rare and exceptional sports car well into the
future.
●
Interviewed by Nicole Gérald

ESCP Europe Magazine N° 158 - Janvier/Février 2015 -

ESCP Europe Alumni Magazine - n°158 - Janvier/Février 2015

Table des matières de la publication ESCP Europe Alumni Magazine - n°158 - Janvier/Février 2015