Marketing & Sales - Aston Martin

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CONTENTS Introduction 2 Market segmentation and positioning 4 1. DB2 6 2. DB2/4 and DB MIII 6 3. DB4 and DB5 7 4. DB6 8 5. DBS and DBS V8 8 Conclusion 10 Introduction Founded in 1914 by Lionel Martin and Robert Bamford in a small West London workshop, the company gained the name "Martin" after Bamford’s early retirement, then added with "Aston" as its cars met success in Aston Clinton Hill Climb race. However, the tiny sports cars specialist remained little known to the world as it lacked any great creations. Its ownership changed hands frequently until David Brown bought it in 1947, then it enjoyed 25 years of financial stability. Brown introduced the DB series (short write of his name) starting from DB2 in 1950. However, what really made Aston famous was the 3.6-liter DB4. The DB series continued to prosper with DB5, which was featured in James Bond's movie "The Gold Finger". This car became a luxury grand tourer and gave Aston a reputation as the finest British luxury performance car. During the golden years under David Brown, Aston acquired luxury car marque Lagonda and coahbuilder Tickford. When the V8-engined DBS was launched in 1969, Aston Martin was still one of the most admired sports car specialists in the world. People usually compared it with Ferrari and Maserati. Through the 70s, more changes of its ownership resulted in the lack of research and development. AM became increasingly reliance on its traditional style, craftsmanship and luxury to keep the old customers delighted. It was regarded as another Bentley, just faster and rarer. Aston amazed the world in 1978 with the radically styled Lagonda luxury saloon, but the financial instability, hence underdevelopment and varying quality, meant it could hardly rival the performance Bentley turbo and Mercedes. Another surprise was presented by the 1986 Zagato, a limited edition supercar

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