Aston Martin will rely on low-key marketing for the Rapide sedan

Article by Christian Andrei, on August 30, 2010

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.

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

More positive news has been pouring in before the year ends. For those who have been waiting to hear the latest word on Toyota 86, we have some great news....
by - December 10, 2016
Hyundai is making the green vehicle race more competitive by offering three powertrain types -- pure electric (EV), hybrid (EV plus combustion engine) and plug-in hybrid (PHEV) – in one...
by - December 9, 2016
Although specs for the new Renault Megane had already surfaced several weeks ago, we didn’t know that the company has cooked up something new. Aside from the 200hp gasoline, Renault‘s...
by - December 9, 2016
For the first time in fifty-eight years, Infiniti registers its first US-Spec Q60 Coupe in Cuba. American products have not been allowed entry into Cuba for six decades. But it...
by - December 9, 2016
Chevrolet has already given out the pricing for some of its 2018 Equinox models. Not only will the new Equinox be available in both the US and Canada, it is...
by - December 9, 2016
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries