Aston Martin is to double its global dealer network in an effort to boost brand awareness. The company intends to grow its outlets from 81 now to up to 130 by 2004. However, the UK – with 18 dealers – will not be affected.
An Aston Martin spokesman said: “We don't have the financial resources to boost brand awareness through media campaigns so the next-best option is to achieve it through increasing the number of dealers. The US will account for 40% of the dealer growth and we're also planning increases in Japan and the Middle East. We're an established brand in the UK so don't feel it necessary to increase dealers here.”
There will also be a growth in production volume to meet the increased sales demand. Aston delivered 1,021 cars last year and will deliver about 1,500 in 2001. There are plans to build a third production facility at Gaydon which will build the 'small Aston Martin', to compete with the likes of the Porsche 911, in 2005/06 when total annual deliveries are expected to reach 5,000 units.