ASTON Martin is expecting local sales of its supercars to rise this year as the
brand rolls out its special Vantage S Red Bull Racing Edition and flagship
Vanquish S at a unique preview event held at its currently under-development
new Melbourne showroom.
However, Aston Martin Asia Pacific president Patrik Nilsson told GoAuto at the
media unveiling that market share was a more important figure than outright
volume for the British supercar-builder.
“Market share is everything for us, when it comes to measuring a market,” he
said. “Market share in Australia is always really, really high. It means that
we are competing with our home market, the UK.
“I’d say outside the UK, Australia and New Zealand are both fighting for the
second spot, so it’s the second-highest market share.
“I think it (the local market) still does great. When we look at the quality of
the market and we see ‘are we doing well?’ or ‘are we doing bad?’ we always
look at market share.”
Last year, Aston Martin sold 115 vehicles – broken down as 103 coupes and
convertibles (a 7.4 per cent market share in the sportscars over $200,000
category) and 12 sedans (a 2.1 per cent share in the large car over $100,000
market) – which was an 11.5 per cent drop over its 2015 haul of 130 cars.
However, Mr Nilsson explained the drop was due to customers waiting for the
arrival of the DB11 as waiting lists currently stretch out to nine months and
For the first two months of 2017, the British marque has found 25 new homes for
its vehicles – a 19 per cent jump year-on-year – placing it third behind
Lamborghini (28) and Ferrari (26), but ahead of compatriot supercar builder
Mr Nilsson said he is “sure” 2017 sales will top 2016 on the back of the new
DB11 grand tourer, as well as the two new vehicles debuting at the event, but
revealed the existing five-dealer Australian network would be enough to satisfy
“I think we’re fine in Australia now, we’ve got five points here,” he said.
“The key aspect is to have the right dealers that take care of the customers,
who are doing the right investments to make sure they are ready for the future.
“I’m confident we have the right dealers.
“So that’s where we’re focussing now, we don’t want to build volume – sometimes
other car companies will attempt to do that – we don’t want to build volume by
just adding dealers because it works for a year, but then you have a bit of a
hangover after that as well.
“You know clients won’t necessarily get the best service, so no, I’m happy as
In addition to the DB11, the Formula 1-inspired Vantage S models will also
contribute to a Aston’s 2017 sales total and are available in V8 and V12 guise,
with a $259,995 driveaway asking price for the former and a $422,770 before
on-roads cost for the latter.
While power remains unchanged in the atmo V8 (313kW/470Nm) and V12
(421kW/620Nm), the special edition Vantage cars will come standard in a Mariana
Blue finish with contrasting red highlights throughout the front grille and
fender strakes, as well as yellow brake callipers, as an homage to the Red Bull
Racing F1 livery.
If Mariana Blue is not to your tastes, the Vantage S Red Bull Racing Edition
can also be had in gloss Tungsten Silver and all versions are fitted with a
front splitter, rear diffuser, grille and side strakes finished in carbon-fibre.
Inside, the vehicles feature Red Bull Racing headrest embroidery, a leather
steering wheel with 12 o’clock accent stripe and carbon-fibre dashboard inlays.
Only 17 units will be made available to Australian and New Zealand customers,
and each will carry a signature from either Aussie Daniel Ricciardo or Dutch
Max Verstappen – both of which are Red Bull Racing F1 drivers.
The British marque also used the occasion to host its Vanquish S for the first
time on Australian soil, which will carry a $489,950 cost for the coupe and a
$526,950 price for the convertible Volante.
The 5.9-litre V12-powered Vanquish S produces 444kW of power and 630Nm of
torque, enabling the super coupe to accelerate from zero to 100km/h in 3.5
A carbon-fibre front splitter and rear diffuser come as standard, while bonnet
vents, mirror caps, grille, door handles and roof panel can also be optioned in
the lightweight material.
Moving inside, occupants are treated to a quilted leather interior, as well as
a 100W Bang & Olufsen 13-speaker sound system, digital radio, Bluetooth, USB
connectivity and Apple CarPlay-enabled infotainment system.
Deliveries for the Vantage S Red Bull Racing Edition will start from the second
quarter this year, while customers of the Vanquish can look forward to their
vehicles arriving in April.