▪ Introduction

▪ Business & Product Strategy

▪ Defining Luxury

▪ Touchpoints

▪ The role of data

OVERVIEW

105 years old

200+hours to build

an Aston Martin

95%of all cars still exist

3,000employees globally

85,000cars built in

our history

1robot in the factory

Onlyindependent luxury

car company

$22.5m1956 Aston Martin

DBR1

SUSTAINABLE LUXURY BUSINESS

Predictable growth and high margins

Significant value creation

Long term sustainability

S E V E N M O D E L S O V E R S E V E N Y E A R S

DeliveringACHIEVED2015 - 2017

1STABILISATION

• New leadership team

• Clear growth plan

• Fully financed

• De-risking of the business

ALMOST COMPLETE2016 – 2018

2CORE STRENGTHENING

• All new GT / sports car range

• New “specials” strategy

COMMENCED & ON TRACK

2018 - 2022

3PORTFOLIO EXPANSION

• 7 core models expected by 2022

• 2nd manufacturing plant

• Optimised capacity

• Full EV capability

THE SECOND CENTURY PLANBusiness Strategy

WHAT DEFINES LUXURY?

1. Rarity

1. Rarity 2. Bespoke

1. Rarity 2. Bespoke 3. Desire

BRAND EXPERIENCE

AUDIENCESGrowing desire

Fans of the Brand

Prospective Owners

Owners

BRAND PURPOSE: FOR THE LOVE OF BEAUTIFUL

“Love of beauty is taste, the creation of beauty is art”Ralph Waldo Emerson

S U B H E A D I N G

HEADING

FOR THE LOVE OF BEAUTIFUL

S U B H E A D I N G

HEADING

Brand Positioning

BRAND TOUCHPOINTS

House of

Aston Martin

New opportunities to interact

Art of Living experiences

BRAND TOUCHPOINTS

Collaborations

& partnerships

Heritage cars

& races

Music &

entertainment

▪ Developed in close conjunction with

Aston Martin’s design team on

products and experiences that embody

both brands:

▪ AM37 Powerboat by Quintessence

Yachts

▪ Aston Martin Residences in Miami

▪ Submersible with Triton

BRAND EXTENSIONS

THE ROLE OF DATA

IN 2015…

▪ One CRM person with global responsibility

▪ Dis-functional CRM infrastructure

▪ Aging digital platform

▪ Lack of data sharing with Franchised network

▪ Reliant on Franchisees for managing customer relationship

▪ Lack of understanding of legal framework

▪ New digital platform

▪ New CRM infrastructure

▪ Build a Global CRM Team

▪ Proactive re-build of database

▪ Data captured to build understanding

▪ Use data and insights to build

personalisation into every touchpoint

THE VISIONNew infrastructure to deliver personal experiences

CRAFTED OWNERSHIP EXPERIENCE

LUXURY MARKET MASS MARKET

▪ Detailed and bespoke product specification and

ordering process

▪ ‘One Click to Buy’

▪ Service there when you need it; anticipate needs and

wants

▪ Self-service; algorithmic purchase suggestions

▪ Collections; caretaking for future generations;

provenance

▪ Disposable; always something new coming along; in-

built obsolescence

▪ Direct relationship with the company; access to the

CEO

▪ Out-sourced and off-shored customer call centres; on-

line FAQs

▪ Visit the factory; walk around the workshop; meet the

craftspeople

▪ Made in [?]; automated mass production

▪ Surprise gifts, social events; previews and exclusive

access

▪ Loyalty schemes – collecting points and coupons; ‘Tier

Panic’

THANK YOU