How Aston Martin is marketing luxury cars to a new generation

This event report addresses how Aston Martin, the luxury auto marque, is shifting gears to meet the changing needs of luxury consumers.

How Aston Martin is marketing luxury cars to a new generation

Zara Stone

"As a brand, Aston Martin has an interesting duality to it," Simon Sproule, Aston Martin Lagonda's VP/CMO, told delegates at the 2016 ClickZ Live conference in San Francisco.

"We have customers – people that buy our cars. And we also have people that love our cars – and may never buy our cars."

Sproule understands that these fans are not the marketing target. And if he wants to reach the true luxury customer, a mass-marketing approach simply won't deliver the desired result. To engage the high-end...

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