Aston Martin targets ultra-luxe experience with enlarged retail footprint in UK home market and globally

October 4, 2024

Featuring a bespoke Q by Aston Martin customer specification lounge, it offers high levels of luxury personalization and the ability for clients to digitally configure their own intimately personal Aston Martin alongside an extensive range of physical samples. Image credit: Aston Martin Lagonda

By Luxury Marketer Intelligence

British automaker Aston Martin is boosting its retail presence in the United Kingdom with the opening of a series of new dealerships, aiming for a tailored ultra-luxury automotive customer experience modeled on its first global location in New York.

The closest dealership to the marque’s global Gaydon headquarters in Warwickshire, Aston Martin Birmingham is now officially open at a spiffy new location in Solihull, following a $13 million investment from dealer partner Grange, part of the Cambria Automobiles group. The carmaker will also boost its presence in the north of the U.K. with a new dealership in Leeds.

“The significant long-term investment being made from our U.K. dealer network represents the positive trajectory of the Aston Martin brand along with a strong confidence in the new portfolio of models we have brought to market,” said Marco Mattiacci, global chief brand and commercial officer of Aston Martin, in a statement.

“Alongside our partners, we will continue to invest in the retail strategy for our home market and internationally, through development of our network including high-profile flagship locations including a Central London location now identified and set to be revealed in 2025,” he said.

Aston Martin's Birmingham retail dealership. Image credit: Aston Martin Lagonda

P’s and Q’s
The Birmingham and Leeds locations are the first Aston Martin dealerships in the U.K. to embrace the brand’s new ultra-luxury vision and corporate identity. They draw design inspiration from Aston Martin’s Q New York showroom, located on the high-profile corner of Park Avenue and West 57^th Street.

The new location in Birmingham, with a unique exterior feature wall, covers a total footprint of 1,204 square meters, and has created 30 jobs.

The showroom presents eight curated Aston Martin models, provides a bespoke handover experience and supports ongoing maintenance of vehicles with a seven-bay aftersales facility.

The new location builds on Grange’s successful opening of new premises for Aston Martin Edinburgh earlier this year.

The Aston Martin Leeds showroom. Image credit: Aston Martin Lagonda

Meanwhile, Aston Martin’s footprint in the north of England is also boosted by the launch of a new 1,468-square-meterdealership in Leeds, to be operated by Yorkshire-based automotive retailer JCT600.

Located at its Brooklands location, the dealership offers customers an ultra-luxury lounge and specification space, in addition to a display of 10 Aston Martin models at any one-time. It also boasts a nine-bay dedicated aftersales facility and curated parts and accessories area, further heightening customer engagement and personalization opportunities.

Aston Martin Leeds showroom from the exterior. Image credit: Aston Martin Lagonda

Growth spurt
In addition to the new dealerships, Aston Martin has introduced Marshall Motor Group to the U.K. dealer network. Marshall will operate from Sevenoaks, representing the South East of England.

The U.K. dealer network will continue to build a portfolio of new developments across the remainder of 2024 and 2025, the company said.

The new U.K. dealerships build on Aston Martin’s expansion in Europe with new showrooms and boutique locations in Baden-Baden, Nürnberg, Hamburg and Prague, all to open before the end of 2024.

Following the opening of a new landmark showroom inside the Peninsular Tokyo Hotel earlier this year, the brand’s presence in Asia will also be boosted by the official reopening of Aston Martin Seoul later this month, adding to the opening earlier this year of Aston Martin Suwon with new importer Britannia Auto, marking a new era for Aston Martin in South Korea.

Aston Martin car in the Leeds showroom. Image credit: Aston Martin Lagonda

IMPROVING THE CUSTOMER experience across a larger footprint in its home market is key for Aston Martin as it competes domestically and globally with other luxury sports cars such as Ferrari, Lamborghini and country rival McLaren.

“The investment in these landmark new U.K. retail locations comes at the perfect time, as we bring to market the most diverse, dynamic and desirable portfolio within the ultra-luxury and high-performance automotive segments,” Mr. Mattiacci said in the statement.

“The thrilling new Vantage, upgraded DBX707 and class-leading DB12 are now joined by our recently unveiled V12 flagship model, Vanquish, completing the strongest line-up of products in our history,” he said. “It is brilliant to have this … portfolio available at world-class dealerships, providing the very highest standards in luxury customer experience.”

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Aston Martin targets ultra-luxe experience with enlarged retail footprint in UK home market and globally

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