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007 takes a back seat as Aston Martin woos the ladies

Traditionalists may shrink in horror at the idea, but James Bond may soon be relegated to the passenger seat as the iconic Aston Martin brand seeks to appeal to younger buyers and women.

In a calculated move to widen its customer base from the traditionally wealthy, middle-aged enthusiasts, the luxury sports car manufacturer is revamping the vehicle in a bid to triple annual sales.

Aston Martin’s chief executive, Andy Palmer, has told the Geneva motor show that he wants to rebuild its suite of sports cars, adding two new product lines.

His new strategy will move away from a line-up of pure sports cars and could include a luxurious saloon (partly aimed at the wealthy chauffeur-driven market), plus a more feminine Aston Martin.

Mr Palmer said, “Without being patronising about it, women today control variously around the world between 60 and 80 per cent of the buy decision on a new car.

“As an industry, we're pretty poor at ticking the boxes that satisfy a woman customer . . . and we tend to view cars for women as 'pink it and shrink it' – add a place to hold your handbag, add a place to put your shoes – which I think is quite cynical."

A new model, oriented towards women, could have a higher driving position, but Mr Palmer ruled out a traditional SUV.

"You have to start with a recognisable Aston Martin type of beauty and then imagine how you make that more accessible to a younger generation and less intimidating to the many female customers that today love the brand but don't buy the brand,” he said.

While female car enthusiasts are sure to appreciate a flirtation with Aston Martin, any new model bearing the Aston badge is likely to have at least one thing in common with any other in their range – you’re likely to need a deep purse.  

For sports car insurance, call Girl Motor on *0344 493 7743, or get a quote online.

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