Aston Martin, the storied, high end, British marque, has decided that its future is in lower sales volumes at higher prices. Never having enough cars for all ensures persistent demand, while the lower numbers necessitate higher prices to ensure profitability.
Do not scoff at the idea, it is one that Ferrari has used to great effect, and in which Aston Martin is among the few auto manufactures in a position to use.
Most importantly it has the name. Many would wait just to say they own an Aston, even if it isn't the best car in its class. Additionally, it has an aesthetic that fosters lust and desire. Finally, performance always draws people in.
The move also frees resources for Aston Martin to produce the Lagonda brand that would have otherwise been used towards producing more volume. The significance of this cannot be emphasized enough. Diversification into the high end sedan market frees Aston Martin from relying solely on one type of vehicle, and in a segment in which cars can become passe.
Our take? Makes sense, those who can truly afford such a car often can afford one regardless of the economic climate.
via Motor Authority