The Not Spotted Thread: Dr Bez - market penetration?

[Slarti]

Well, I just got back from a few weeks of business travel. I started out in NYC, went onto Vegas and then hopped across to the UAE and Oman. In that entire trip I did not see one single Aston. Bentleys, Ferarris, a Lambo and a whole host of other stuff but, not a single V8V, V12V, Rapide or DBx - zilch, nada, nowt.

I know this is a totally unscientific assertion to make based on a few weeks of travel but, is the current AML team as ineffective at marketing as they are awesome at designing and engineering fabulous motorcars. Seriously, I can't believe that with a brand this strong you don't see at least one AM in every semi wealthy neighborhood or suburb on the planet.

I've read elsewhere on this forum that Aston's "big white hope" is increases in sales into BRIC. Whilst I expect there will be upside from this, I certainly believe that AML is at risk of not exploiting this zeitgeist to its fullest. Talking of "brand", look at how Burberry does it - they don't make cars but that's not the point - just look at their share price over the past few years after they started to pay serious attention to their brand. Check out this short video: http://www.youtube.com/watch?v=tpjMWNF9JqY

Dr Bez - your cars are beautiful, they sound awesome, drive splendidly and make us feel like a million dollars every time we push that starter button. Please now address how to get that lovely logo/brand in everyone's faces. It needs to happen. I love the brand so much that I will even offer the services of my company to help you to do this for free!

[Rex Racer]

While selling good numbers of cars is critical to survival of the marque, I like that you don't see many Astons around. If I wanted to drive a car that shows up everywhere, I'd drive a Porsche. The rarity of an Aston is part of the appeal for me.

[yeti]

Funnily enough, leaving West London on Saturday morning we saw 4 other Gaydon Astons and 1 on the motorway. Had to convince th OH they weren't as common as they seemed...

I don't count Porsches for obvious reasons but did see 2 550s and a 360 Spider as well.

I think it might be seasonal, the special cars are just beginning to come out of the woodwork. Northern Hemisphere phenomenon

I usally see an Aston or two in the US, though it's said to be a big country compared to our sceptred isle

[Jockman]

Try Monte Carlo, Slarti !!

Great array of Astons there, with all the wives having porsches as runarounds

[George H]

Rex Racer said:

While selling good numbers of cars is critical to survival of the marque, I like that you don't see many Astons around. If I wanted to drive a car that shows up everywhere, I'd drive a Porsche. The rarity of an Aston is part of the appeal for me.

Fully agree.

[Neil1300R]

Think I have only ever seen one Aston on the road in the UAE - probably too understated and elegant for them.
sales up 12% on same quarter last year, so Aston must be doing something right. China will be a difficult country for them as the Chinese like being chauffeured. Even the Rapide may struggle if its seen as too small in the back - witness BMW making a long wheelbase 3 series specifically for that market

[Vantagefan]

In London there is a very strong AM presence, one that rivals the Italian brands but maybe state-side there is less of an appreciation other than with the anglophile crowd. I can't imagine AM has a huge amount of cash to chuck at marketing, especially in the US where anything less than a massive statement is brushed under the carpet.

I recall reading somewhere that the US luxury sector customers are more susceptible to an even faster turnaround of 'status symbols', changing ever 12-18 months over our more typical 36-48. Ferrari offer a large range of cars and refresh very often offering the more fickle a new toy more often, whilst keeping them in the brand.

AM's most exposed model, to this culture, is the DBS and it's 5 years old and aside from the Volante hasn't had a change in 3 years. V12 Vantage is a newer supercar from the brand but wasn't available in the USA for the first 6 months/year and the market is more acceptable of assisted shift systems and the V12V doesn't have that option. A roadster would make it even more popular in the US.

Just my thoughts and to be honest, if I knew the answer to how AM could increase their awareness in the US (without relying on the current 'lifestyle' media campaign, rely on people incapable of actually reviewing a car), without spending a fortune I'd be more than willing to write it in to the good Dr.

[steveatesh]

Neil1300R said:

Think I have only ever seen one Aston on the road in the UAE - probably too understated and elegant for them.
sales up 12% on same quarter last year, so Aston must be doing something right. China will be a difficult country for them as the Chinese like being chauffeured. Even the Rapide may struggle if its seen as too small in the back - witness BMW making a long wheelbase 3 series specifically for that market

I was in Oman last year and saw an A M dealer so they do have a presence. Fingers crossed their market penetration grows, although as others have said I like the fact they are exclusive. Even where I live in NE England there are plenty of Porche about and even bently too, but our brand are rare as rocky horses do dah.

[Neil1300R]

steveatesh said:

I was in Oman last year and saw an A M dealer so they do have a presence.

Oman is not part of the UAE!!
Useful place for when your 30 day 'tourist visa' has run out in the UAE. Drive for a hour and half, into Oman. drive back to the UAE, allowed to stay / work for another 30 days.

Know what you meant though

[Slarti]

Neil1300R said:

Oman is not part of the UAE!!
Useful place for when your 30 day 'tourist visa' has run out in the UAE. Drive for a hour and half, into Oman. drive back to the UAE, allowed to stay / work for another 30 days.

Know what you meant though

In my original post, I mentioned that I was in Oman.

With regard to comments about exclusivity. Yes, I love the fact that very few other road users are seen in an Aston. But I think there needs to be a balance. The worst case scenario is that AML becomes a custom coach builder to the rich and wealthy. The one-77 isn't a million miles away from that! At some point AML needs a surplus to plough back into serious R&D, partner management and brand development. The brand is suffering already with comments about long refresh cycles (DBS having been around for 5 years), AML only being capable of facelifts and new vehicles models that resemble other vehicle models etc. Is it going to get better or worse?

I just haven't seen any of them on my travels and that really bothers me. Yes, I want exclusivity but I also want to look forward to the next brilliant Aston car and this can only happen with investment cash. I really do feel that AML isn't doing enough to push the brand, it's their most valuable asset and it's being wasted. Also, it doesn't need to cost loads e.g.

1. They don't know who I am. I am an Aston driver. I paid cash for my car. I have above average disposable cash. Do they know me? No. I do not believe there is a database in Gaydon with my name in it.
2. I don't see online engagement coming out of AML. I know Dr Bez occasionally looks at this forum but why isn't he creating his own community of brand ambassadors - people that will shout from the highest rooftops, be aggressive where it counts and defend the brand where need?
3. Why is there such a reliance on dealerships? They seemed to have sold their souls to the likes of Stratstone. Why do Stratstone and not AML invite me to the factory? Why is my relationship with a company that only cares about stock turnover?
4. Where's the innovation? Why not try new ways of developing cars e.g. crowd sourcing - look at how Dell does it; http://www.ideastorm.com/ . You might think it's daft but a loyal brand following is the ideal target for this approach.

I could carry on, but I think this might be a case of the company being run by its engineers - who know, I might have that completely wrong.

</RANT OFF>

[Guycord]

Slarti said:

I really do feel that AML isn't doing enough to push the brand, it's their most valuable asset and it's being wasted. Also, it doesn't need to cost loads e.g.

1. They don't know who I am. I am an Aston driver. I paid cash for my car. I have above average disposable cash. Do they know me? No. I do not believe there is a database in Gaydon with my name in it.
2. I don't see online engagement coming out of AML. I know Dr Bez occasionally looks at this forum but why isn't he creating his own community of brand ambassadors - people that will shout from the highest rooftops, be aggressive where it counts and defend the brand where need?
3. Why is there such a reliance on dealerships? They seemed to have sold their souls to the likes of Stratstone. Why do Stratstone and not AML invite me to the factory? Why is my relationship with a company that only cares about stock turnover?
</RANT OFF>

Spot on.

I'm on my 3rd Aston now...4.3L V8 (used), 4.7L V8 (Brand new from Dealer), 6.0L V12 (almost new from Dealer). Servicing - at AMWS at great expense and PDC.....(see any trend here - i.e. over a quarter mil of sales/turnover)

Not so much as a hint of a factory tour, a freebie, calandar or even Christmas card! However, come to servicing, they are all over me like a rash. Zero "how's sir getting along with his new (or newish) Aston? Anything we can do to make your experience better?

Good job I love the V12V so much me thinks. If this was something else, I'd probalby tell the Dealers where to stick it.

[Behr]

Guycord said:

Slarti said:

I really do feel that AML isn't doing enough to push the brand, it's their most valuable asset and it's being wasted. Also, it doesn't need to cost loads e.g.

1. They don't know who I am. I am an Aston driver. I paid cash for my car. I have above average disposable cash. Do they know me? No. I do not believe there is a database in Gaydon with my name in it.
2. I don't see online engagement coming out of AML. I know Dr Bez occasionally looks at this forum but why isn't he creating his own community of brand ambassadors - people that will shout from the highest rooftops, be aggressive where it counts and defend the brand where need?
3. Why is there such a reliance on dealerships? They seemed to have sold their souls to the likes of Stratstone. Why do Stratstone and not AML invite me to the factory? Why is my relationship with a company that only cares about stock turnover?
</RANT OFF>

Spot on.

I'm on my 3rd Aston now...4.3L V8 (used), 4.7L V8 (Brand new from Dealer), 6.0L V12 (almost new from Dealer). Servicing - at AMWS at great expense and PDC.....(see any trend here - i.e. over a quarter mil of sales/turnover)

Not so much as a hint of a factory tour, a freebie, calandar or even Christmas card! However, come to servicing, they are all over me like a rash. Zero "how's sir getting along with his new (or newish) Aston? Anything we can do to make your experience better?

Good job I love the V12V so much me thinks. If this was something else, I'd probalby tell the Dealers where to stick it.

I see your point, however I like the fact that they dont send me anything. After years of BMW marketing material through my letterbox it's a welcome break. I'll make my mind up what I want thank you!

[Jay_Davis]

Not for nothing, how many Astons did you expect to see in New York City in the middle of February?

As someone who does drive my car through the winter (except during actual snows) I can tell you that at no point of the year do I drive the car in New York City. Around the city, yes. In the city, time to take another car, or the car stays at the shore and I take a ferry in.

How many mountain lions did you see in New York City?

[Slarti]

Jay_Davis said:

Not for nothing, how many Astons did you expect to see in New York City in the middle of February?

As someone who does drive my car through the winter (except during actual snows) I can tell you that at no point of the year do I drive the car in New York City. Around the city, yes. In the city, time to take another car, or the car stays at the shore and I take a ferry in.

How many mountain lions did you see in New York City?

I don't recall seeing any mountain lions - should I have :-). I here ya, but I still saw other exotica and the weather was actually quite pleasant. Slightly cold at times but bright and sunny nonetheless. I also see why you wouldn't want to drive your car into NYC - that whole "it's ok to bump into the car next to you when parking" attitude would drive me nuts.