Aston Martin updates wings emblem, launches new model marketing campaign

With competitors growing, electrification coming and Aston Martin shifting into new segments, the British ultraluxury model is rolling out a brand new world advertising marketing campaign centered across the phrases “Depth. Pushed.”

And, for simply the eighth time in Aston’s 109-year historical past, the corporate’s well-known winged emblem is slated for an update.

It is all a part of an effort to extend buy consideration amongst youthful consumers, Marek Reichman, Aston’s chief artistic officer, informed Automotive Information through Zoom from England.

“For those who take a look at the normal Aston Martin, it is a entrance, midengine GT automotive, 2+2 or 2+0. We now have an SUV. We now have three derivatives of that SUV. However we’re additionally taking a look at increasing within the midengine section as a result of we now have Valkyrie, and we have got Valhalla coming and the potential [derivatives] after that,” Reichman mentioned. “So, we’re going from a comparatively acknowledged type and form for Aston Martin to a two brand-new kinds and shapes, so that can routinely entice brand-new clients.”

Renato Bisignani, head of world advertising and communications, mentioned the marketing campaign is geared toward potential clients of their 30s to mid-40s.

“It is about being entrance and heart of thoughts. It is the rationale we now have the platform of System One. It is one of many largest advertising platforms on a world scale; practically each weekend there are practically 500 million viewers on a world scale. It is about sustaining relevance. You may preserve need. However for those who go to the again of somebody’s thoughts, and you aren’t entrance and heart of their decision-making, possibly they go someplace else,” he mentioned.

One a part of the “Depth. Pushed.” marketing campaign is a brief movie that makes an attempt to seize the visceral expertise of being behind the wheel of an Aston Martin. The sound of the engine and exhaust, and particulars showcasing the model’s consideration to element in design, are a couple of of the factors on which the movie will focus.