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MUMBAI, 12 October 2023: Aston Martin, the British luxury sports car manufacturer with a worldwide following, is making significant strides in the Indian market. Gautam Dutta, Brand Manager—Sales, Aston Martin India, reveals the company’s ambitious plans to introduce electric vehicles (EVs) in India by 2025. This article explores Aston Martin’s strategy to expand its product offerings, target high-net-worth individuals (HNIs), and tap into the growing Indian market.
Aston Martin’s EV Vision for India
Aston Martin’s legacy spans over 110 years, known for its ultra-luxury SUVs—DBX and DBX707. In addition to its existing lineup, the company recently launched the Aston Martin DB12, which is hailed as the world’s first Super Tourer in India. The introduction of DB12 represents a strategic move to capture the attention of ultra HNIs in the Indian market. This endeavor aligns with the company’s plans to diversify its product portfolio and cater to the evolving demands of Indian consumers.
Targeting High-Net-Worth Individuals
Gautam Dutta explains, “With the growing market and the increasing population of ultra-luxury HNIs in the country, we are aiming to target them. We already have the DBX and DBX 7 in the country. With the launch of DB12, we’re taking a fresh approach, focusing on this discerning clientele.” The company’s strategy involves offering a range of vehicles tailored to the preferences of high-net-worth individuals. This includes modifications to the vantage and plans for mid-engine hybrids and electric cars.
The Aston Martin DB12 – A New Era
The Aston Martin DB12 has been introduced at a starting price of INR 4.59 crore, representing a significant milestone for the company. Dutta highlights the changes, stating, “As compared to DB11, the company has revamped the entire engine mapping in DB12. This marks the first in-house infotainment system developed by the company, making it a complete and innovative package.”
Expanding Dealership Network and Manufacturing Facility
Currently, Aston Martin has a single dealership in India. However, the company is actively evaluating opportunities to expand its dealership network throughout the country. While all the company products are currently imported from the UK, the company is also considering the possibility of establishing a manufacturing facility in India.
Positive Growth in the Ultra-Luxury Segment
With the rise in ultra HNIs in India, Aston Martin foresees promising growth in the ultra-luxury automobile segment in the next two to three years. Gautam Dutta expresses optimism, saying, “The ultra HNIs in the country are on the rise, and we anticipate their numbers to double in the next 2-3 years. As their presence grows, we have a positive outlook for the ultra-luxury automobile market.”
Conclusion
Aston Martin’s strategic foray into the Indian market includes the introduction of electric vehicles by 2025, targeting high-net-worth individuals, expanding its product portfolio, and evaluating the potential for local manufacturing. With a positive outlook driven by the increasing population of ultra HNIs, Aston Martin anticipates a bright future in the Indian ultra-luxury automobile segment.
