News - Aston Martin
Australian dealers back Aston shuffle
Model mania: A future Aston Martin product rollout has just kicked off with the Australian launch of the DB11, but there are more new models to come.
SUV wanted as Australian dealers invest in Aston Martin expansion
18 June 2016
ASTON Martin’s five-year pledge to introduce seven new models has been backed
by Australian dealerships investing heavily in an expansion and overhaul of
The first step of the future product plan, dubbed Second Century by then-newly
appointed Aston Martin chief executive officer Andy Palmer late last year, was
the DB11 that landed in Australia this week priced from $428,032 plus on-road
The DB11 platform and powertrain will help spawn seven new models, but the
debut of this DB9 replacement – Aston Martin’s first new model since the 2010
four-door Rapide – would start to boost local sales, according to Aston Martin
Australia and New Zealand regional manager Kevin Wall.
“If I’m sitting here in 12 months time and talking similar units for 2017 I won’
t be doing my job,” Mr Wall told GoAuto at the local reveal of the Aston Martin
DB11 in Sydney this week.
“We did around 130 units last year in Australia (and) we will probably do a
similar figure this year. We are in transition mode. DB9 is out (of production)
so we’re fighting with one hand behind our back. We will maintain similar share
and similar volume this year.”
Aston Martin sales in Australia have tracked steadily over the past decade,
with all but one year in that timeframe (a low of 74 units in 2009) recording
sales volume between 94 (2012) and 160 (2007) units. However, asked whether the
DB11 could drive substantial growth for the brand, Mr Wall replied: “Yes.”
He further claimed that growth for the brand in the Asia Pacific region was
helping Australia secure greater production numbers, helpfully coinciding with
the introduction of new models such as the DB11.
“We should be successful if only based upon the fact that the whole Asia
Pacific region is becoming incredibly successful, maybe (it’s) overdue but it’s
happening (and) we in Australia will benefit from a larger percentage of
production coming into this part of the world.”
Mr Wall added that Aston Martin “could triple” Australian volume and it still
would not require additional dealerships beyond its five facilities nationwide,
but rather its existing dealers would upgrade their premises in preparation a
product “renaissance” and volume growth.
“If we were sitting here and we had our dealer principals here, they would be
saying ‘yes we are investing in this brand’” Mr Wall said.
“Because while it (Aston Martin) is a wonderful brand it hasn’t gone through
that beautiful renaissance period that Porsche and Maserati are going through,
Ferrari have always been there I suspect, but the renaissance is about to come.”
He listed Zagame Automotive in Melbourne, owned by Bobby Zagame, and Barbagallo
Motors in Perth, as two dealerships investing heavily in transforming their
premises, while Trivett Aston Martin in Sydney had recently completed
“These are existing dealers with new facilities,” Mr Wall continued.
“It (dealership numbers) doesn’t need to grow. We’ve got such a powerful dealer
network so well resourced that I anticipate we could triple volume and we
wouldn’t be looking for anything else. We have fine coverage in this market.”
He did, however, admit that new products beyond the DB11, particularly the
forthcoming SUV, were never close enough for its dealerships. The DBX crossover
concept, shown at the 2015 Geneva motor show, will become Aston Martin’s SUV
rival to the Bentley Bentayga, Porsche Cayenne and forthcoming Lamborghini
Urus, but a timeframe has not yet been set for its arrival.
“It is coming, it’s a signed-off program,” Mr Wall said of the production
version of the DBX.
“It’s not close enough for us or our dealer network, of course, it never is,
but it’s in the train and undoubtedly it’s such a major reason why our dealers
are investing heavily in the brand right now. Bring it on.”
It is believed that beyond the DB11 and production DBX SUV the Aston Martin
Lagonda super sedan would be included as part of the company’s Second Century
plan, as well as replacements for the Vantage and Rapide.