Aston Martin Unveils Sub $100,000 Edition For North America

845 words - 4 pages

“Aston Martin Unveils Sub-$100,000 Edition for North America”

Description of Event
Aston Martin Lagonda Ltd. Which is one of the best luxury sports car manufactures from England launched two special editions for North America market this week in New York international auto show. This two special edition will be sale in third quarter of this year; one is GT version of Aston Martin V8 Vantage and the price will begins at $99,900. The Vantage GT will come in either a coupe or a roadster body style with either a six-speed manual or seven-speed automatic transmission. Both powertrains will have a top speed of 190 miles per hour and the Vantage GT automatic gets 16 mpg in combined driving. ...view middle of the document...

For example, North America market, South America market, Europe and Asia. Based on different areas customs behavior offer some special edition for that marker but the basic model is the same in the whole market. As we see in the news Aston Martin sold 4200 cars in 2013 which is 11% increased than 2012. And North America market has outperformed the sales volume is 30% of the global total sales volume. That's a good sign for a company, it means in this market customer is interested and will be has more demand for this brand. In the key point launched a special edition only for this market is a very good way to got more market share. Because as the sales volume increase the demand is also increased, customers in this area will be more attention in this brand, at this time released special edition to consumers they will feel respected and has more favorable impression for this manufacturer. Thus this is a business strategy for market expanding.

How others Benefit/Learn from Situation
Other companies can learn from Aston Martin’s example has two key point. One is launched new special edition in right time and right market. Time is a very important point in doing business if a company released a new product in a poor performance market it will not has too much change in sales except the product is over outstanding. On the contrary, if the manufacturer released the product in right time it will be push...

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