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

Article by Christian A., 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:

Pin It

Comments

Recommended

Top Gear has revealed that for its “Stars in a Reasonably Fast Car” segment, it will now be using a slightly enhanced Toyota GT86, which in the U.S. market is...
by - March 24, 2017
Porsche is laying aside any plans of pushing another hybrid hypercar into their line-up -- at least not at this time. Oliver Blume, Porsche Global Chief confirmed in a recent...
by - March 24, 2017
Since 1993, Lexus has produced 4 generations of the Lexus GS, with the GS F amongst its newest member of the family. Unfortunately, rumors are also heating up that the...
by - March 24, 2017
In a leaked image following a presentation held in China, we learned that Czech automobile manufacturer Skoda will soon unveil 2 more new SUVs in China, resulting in a four-model...
by - March 24, 2017
McLaren is said to be designing the next generation of Sports Series, which could include a V6 hybrid among its powertrain options. It was earlier reported that the British automaker...
by - March 24, 2017
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