Aston Martin's target buyer is a woman called Charlotte
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Aston Martin’s new target buyer is an affluent, late-30s, Californian woman named Charlotte. That’s the word from Aston Martin CEO Andy Palmer, who told Automotive News the British luxury sports car manufacturer needs to increase its appeal to female customers to achieve its future sales goals.
Palmer says the fictional Charlotte doesn’t want one of Aston’s traditional, low-slung supercars; she wants a high-riding crossover that combines the “shell of safety” with “flexibility and room for the children”.
Palmer revealed Aston has only ever sold 3500 cars to women in its 102-year history, and believes a crossover is the vehicle the brand needs to boost its sales to women, and to Asian markets.
The vehicle will arrive in 2019, following the announcement of a £200 million ($380 million) investment to build a crossover inspired by the Aston Martin DBX concept, among other new models.
Palmer said the DBX concept had generated interest “far beyond our expectations”. “The additional investment … will allow us to realise the DBX and other new luxury vehicles that will form the strongest and most diverse portfolio in our history,” the CEO said.
The Aston Martin DBX concept that broke cover at March’s Geneva motor show features an electric motor inside each wheel powered by lithium-sulphur battery cells and boosted by an F1-style kinetic energy recovery system.
Drive-by-wire electric steering, auto-dimming ‘smart glass’, rear-view cameras in place of wing mirrors, and driver and passenger head-up displays provide a potential sneak peek at Aston’s technology of the future.
At the car’s unveiling, Palmer said: “The DBX concept is a challenge to the existing status quo in the high luxury GT segment. It envisages a world, perhaps a world not too far away, when luxury GT travel is not only stylish and luxurious but also more practical, more family-friendly and more environmentally responsible.”