Insight & strategy Hitting the accelerator The world of luxury is changing, but carmaker Aston Martin is racing to stay ahead of the competition and in its customers lives. By Liam Kay-McClean I f you had to choose one ctional character who best encapsulates 20th-century, old-school British glamour, you would be hard pressed to think of an alternative to James Bond. He had the clothes, the martini, the lifestyle and, arguably most importantly, the car. That car was most often an Aston Martin. Since its founding more than a century ago, Aston Martin has become a byword for British luxury, a premier sports car often seen in racing green. In the years since, it has kept its allure, even adding a Formula 1 team in the process. Yet, it is an interesting time in the luxury market, and a diicult one for the car industry. On the one hand, the market is evolving as a new generation comes on to the scene, and there are increased opportunities for brands in the digital world. For cars, environmental concerns have resulted in their lustre fading, with the looming ban on petrol engines in 2030 presenting a challenge for sports cars to electrify while retaining their appeal among horsepower enthusiasts. There is also a shift in emphasis in the luxury market, from owning beautiful and high-quality items towards something more experiential, bespoke and exclusive, according to Carlee Hardaker, head of global customer insight and customer experience strategy at Aston Martin. It is much more about living life. People want individuality, customisation, and to share stu on social media and portray an image of a lifestyle. 30 Impact ISSUE 43 2023_pp30-33 I&S Aston Martin.indd 30 18/09/2023 12:11