Aston Martin’s push to become an ultra-luxury global brand has taken a leap forward with the launch of its first global flagship bespoke dealership in New York, with a second one in London to follow. The new businesses will “show the world how you will be treated as an Aston Martin customer,” boss Lawrence Stroll told Autocar.
Launched as part of a drive from the British brand to grow its Q divison and target a share of the ever-expanding personalisation market – currently dominated by the likes of Bentley's Mulliner division, Mercedes-Maybach and Rolls-Royce – the dealerships are not your typical showrooms and “will blow your mind”, added Stroll.
Its first, named Q New York and launched in the brand’s largest market, arrives with a key focus on serving clients looking for unique bespoke touches on their purchases, as well as on creating special one-offs. As such, Q New York is located on Park Avenue, one of the most exclusive parts of the city.
Inside the flagship dealership, customers can design their car both physically and digitally, with live video links from Manhattan to Aston Martin’s design studio in Gaydon, UK. During the process, a 35ft-by-10ft screen will showcase the custom-made car in life-size proportions.
In addition, the dealership (which is claimed to have one of the largest single panes of glass ever installed in a New York building) will be used as the launch venue for Aston Martin’s latest products in the US, from unique special builds to limited-edition models. It will also showcase the brand’s flagship models, such as the new Aston Martin DB12 (which makes its debut in North America) as well as the Aston Martin Valkyrie AMR Pro hypercar.
Stroll said: “The opening of our first flagship Q location is the latest distinct expression of Aston Martin’s shift to an ultra-luxury brand.
“It demonstrates our ambition to drive global growth and create elevated customer experiences to match our owners’ passion for Aston Martin.
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