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Aston Martin sales to keep growing in 2018

X factor: Aston Martin’s first SUV, the DBX, is expected to play a big part in growing Aston Martin sales to 14,000 units by 2022.

Bevy of new models to spur Aston Martin growth into 2018 and beyond

26 Mar 2018

FOLLOWING a strong sales performance in 2017, British luxury manufacturer Aston Martin is looking to continue that trend in 2018 and beyond on the back of a raft of new models set to arrive in showrooms in coming years.

In 2017, the Australian division of the brand recorded a total of 144 sales, a 25.2 per cent lift over the 116 units sold in 2016, thanks to new product such as the V8 version of its DB11 grand tourer, as well as a number of special edition models.

Last year’s result marked Aston Martin’s best Australian sales year in a decade, and now with a drop-top DB11 and fresh Vantage in showrooms, the manufacturer sees no reason why its success cannot continue.

Aston Martin Asia Pacific president Patrik Nilsson told GoAuto that the brand is aiming to expand its presence with hopes to steal sales away from other premium sportscars manufacturers.

“We are growing the brand and now we are going after the Porsches (with the new) Vantage, so expect us to take a chunk out of their market share in the sportscar segment,” he said.

“Basically, currently we are the second biggest-selling luxury car brand in the world.”

Aston Martin is calling its all-new Vantage sportscar the “911 hunter” and expects the fresh model, the first model overhaul since 2005, to be its best-seller.

Mr Nilsson reiterated that while increased sales numbers are encouraging, the key for Aston’s success lies in market share and ensuring the correct volume of cars enter the market to retain exclusivity and desirability.

“I don’t have a specific (sales) target that I have to do… but market share is the best way to take the temperature on how the market is performing and how they are accepting the product,” he said.

“Absolute numbers don’t give any details as to whether it is doing well or not, so we always focus on market share.”

Meanwhile, the DB11 Volante is tipped to add incremental sales volume to the Aston line-up with Mr Nilsson saying the initial response to the new V8-only convertible has been encouraging.

An onslaught of fresh product over coming years is also tipped to increase sales, with Aston on track to lift its total global production capacity from 3500 units in 2014, to 5000 last year and up to 14,000 by 2022.

The increase in production volume will be helped by the company’s second production facility on an ex-Royal Air Force base in south Wales, which will produce Aston’s first SUV, the DBX in 2019, as well as two fully electric models for sub-brand Lagonda in 2021 and 2022, consisting of an SUV and super saloon.

Production at the new factory will commence next year, with the fit-out of offices inside the building complete, and the production line still yet to be finished.

GoAuto understands the DBX will likely launch initially with a turbo-petrol V8 powertrain, with an electrified version to join the line-up later.

All Aston Martin model lines will feature either a hybrid or full-EV option by 2025, starting with the RapidE in 2019.

The replacement for the Vanquish is expected to arrive next year, while Aston Martin’s first mid-engined production sportscar will land at the turn of the decade.

Combined with different powertrains and limited-edition special models, Aston is planning to release one new model every four months over the next seven years.

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