This Is Aston Martin's Plan To Dominate The American Market

Industry News / Comments

And it involves some lady named Charlotte in Southern California.

Aston Martin has always been known for being the small British manufacturer that produces powerful, front-engined GT cars. While Aston will continue to produce sports cars, its long-term plan involves producing a wider variety of cars that will solve two main problems for the company, according to Autoblog. The first is a lack of awareness of the brand in America. Sure, we all know "the Bond car" but CEO Andy Palmer thinks Americans don't truly know Aston. The second problem is the need to grow sales volume.

Both of the problems faced by Aston will be helped massively by the launch of the mass-market friendly DBX crossover. The crossover is Aston's volume player and will likely be marketed in a similar fashion to the Porsche Cayenne when it was first released in the United States. Palmer says the DBX was designed with a very specific target customer in mind. The customer is a 42-year-old woman from Southern California who will purchase the DBX because she likes the elevated driving position and feeling of safety. Enthusiasts worry not, however. Aston will continue to produce sports cars and special edition beasts. In fact, the new DB11 has already taken 2,000 pre-orders.

All of this focus on the American market is part of Aston's broader plan to increase yearly production from 3,615 cars in 2015 to 7,000 cars in the next few years. All we hope is that they continue to make amazing, brilliant cars like the upcoming RB 001.

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