Aston Martin's marketing strategy for the Rapide sedan includes attending intimate consumer gatherings, such as dealer ride-and-drives and sponsored racetrack events, according to CEO Ulrich Bez.
Aston Martin is relying on the Rapide, its first sedan in almost 20 years, to raise consideration for the brand among luxury buyers.
However, Aston Martin has a tight marketing budget that is limiting its ability to compete against those with bigger marketing budgets. The Porsche Panamera is a prime example.
Bez explained that the company can't match its rivals' spending power and so Aston Martin will focus on small, intimate events. He added that the Rapide is a new car in a new category for the company and marketing it takes more time because it simply can't afford to launch a massive advertising campaign.
Bez said that Aston Martin targets sales of 5,000 vehicles globally this year, from about 4,000 cars in 2009. Of this number, about 2,000 are expected to be Rapide units.
But if needed, the contracted Magna Steyr plant in Graz, Austria, can build up to 4,000 units. The Rapide has a price tag of $201,300, including freight.
So far, Aston Martin has received 800 orders for the Rapide but Bez believes that the real deal comes next year once it is established in the market.