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Aston Martin SWOT & PESTLE Analysis

ID : 52625053| Jan 2020| 15 pages


Business Sector :Luxury Automobiles

Operating Geography :United Kingdom, Europe, Global

About Aston Martin :

Aston Martin Lagonda Global Holdings plc. is a British independent manufacturer of luxury sports car and grand tourer. Its headquarters and main production site are located at Gaydon, Warwickshire, England, United Kingdom. It was established in 1913 by Lionel Martin and Robert Bamford. It is one of the only independent luxury car group which has more than 100 years of experience in two brands, Aston Martin and Lagonda, intending to deliver the most accomplished and beautiful automotive art in the world. Aston Martin was founded in 1913, and Lagonda was founded in 1904 and is the world’s first car brand driven by zero-emission powertrain technologies. The company’s model line-up consists of three models, Grand Tourer (DB11) (GT), Super GT (DBS Superleggera), and sports car (Vantage). It also produces four-door and four seat sports coupe (Rapide S). The company has participated in selective brand extensions, collaborations, and partnerships since its inception. Few of their corporate partners include Bowmore, Hackett London, Juniper Networks, etc. In 2015, the company adopted an ambitious strategic plan, “the Second Century Plan,” comprising of three phases: business stabilization, core strengthening, and expansion of product portfolio. The company has received multiple awards for its products. A few such awards are: 2016 T3 Design Award won by DB11, Prestigious Golden Steering Wheel Award in 2017, and Aston Martin was named Luxury Brand of the year in 2018.
Aston Martin’s USP or unique selling point lies in being one of the world’s most iconic and leading luxury companies that pays the greatest attention to the design, engineering and manufacturing of high end luxury cars. The cars manufactured by the company exude luxury, exclusivity, elegance, innovation and are at the pinnacle for styling and design.

Aston Martin Revenue :

£ 1096.5 million – FY ending 31st Dec 2018, (y.o.y growth of 25%)
£ 876 million – FY ending 31st Dec 2017

Competitive Analysis of Aston Martin

The SWOT analysis of Aston Martin is presented below:
1. Strong global brand and sales power
2. World-class design and engineering topped with stellar execution
3. Innovative Technological Features
4. Strategic Partnerships
1. Dependence on a limited number of suppliers
2. Dependency on dealers for sales and promotion
3. Liquidity issues plaguing the luxury car maker
4. Risks associated with Geographical growth strategy
1. Transition from hardware to software driven devices
2. Rise of the Electric Vehicle Market
1. High Competition in the Industry
2. Car models high on fuel consumption and greenhouse gas emissions
3. Unpredictable developments in emerging markets
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Detailed SWOT Analysis of Aston Martin



1. Strong global brand and sales power: Aston Martin Lagonda Global Holdings plc was named as the fastest growing auto brand globally by Brand Finance in 2018. The company has been able to attract 48% of new customers, 20% of the former customers and 32% of existing customers who repurchased Aston Martin during the year 2018. The company has been following the “Second Century Plan” which is aimed at enhancing its ability to enter new markets and achieve greater market share in the existing markets. The company commands a strong pricing power because of its ability to increase average selling price of core models through introduction of new core models and enhanced versions of the existing models. The company maintains an optimal balance between supply and demand through targeted multi-model, dual brand strategy, to maintain the exclusivity and desirability of its cars. The exclusive nature of the special edition cars allows them to command a superior price. For instance, the company has introduced four special edition cars using the Zagato nameplate, based on the Vanquish Model Platform, each of which were priced higher than £ 500,000. The company focuses strongly on building an emotional connect with the customers and to ensure a unique luxury customer experience, through personalization, customization, exclusive offers and customer engagement activities. The results of this approach can be seen through its strong customer base.

2. World-class design and engineering topped with stellar execution: The engineering and design team work collaboratively to ensure that every model combine best of design as well as performance. The company follows principles of quality, lean and efficient teamwork and craftsmanship with a focus on safe working environment and robust processes. The British car maker boasts of industry-leading, passionate team with strategic vision and execution track record. The company successfully delivered five models, namely, the new Vantage, DBS Superleggera and special editions of the Vanquish Zagato Speedster, Vanquish Zagato Shooting brake and DB4 GT continuation, during the year 2018. This operational performance can be attributed to “Hoshin Kanri” methodology, as defined in the company reports, which ensures that management’s strategy is deployed in daily actions at the working level while making sure that employees are aware of their contribution to the overall plan. It uses a flexible modular architecture for over 14 years which provides them flexibility and minimizes investment on tooling and engineering and improves the quality time to market the product. The company also possesses high level of in-house powertrain expertise, in both conventional internal combustion engine and next gen electric drivetrains. This expertise helps them analyze the relative operational and financial merit of buying the engines or building them in-house. These experts are also on the look-out for new developments in the hybridization technology through a combination of electrified transmission and waste heat recovery.

3. Innovative Technological Features: The company invests on research and development heavily to deliver next generation model evolving with tastes, styles and demands of customers while maintaining design elements that historically defined Aston Martin or Lagonda. All the models are crafted to reflect the “golden ratio” to create cars with timeless aesthetics. Their design team, located in Gaydon, UK and a new facility in Milton Keynes, consists of 1065 designers, engineers and modelers including electronic modelers and other skilled craftsman. Due to the presence of a team of experts the company has been able to develop products wherein the customers can enjoy a degree of customization within the base car and choose from the different interior and exterior options. Q by Aston Martin, a unique personalization service, enables customers to create a truly unique car. The company had dedicated its research and development team to develop a hybrid car technology sensing the shift of the industry towards electric technology. The company launched its first Electric Future event in June, 2019. It unveiled its first electric sports car, Rapide E and it’s all electric Lagonda Vision concept. Rapide E features twin electric motor that has an ability to of reaching 0-60mph in less than four seconds. It has now set an ambitious target to become the world’s first luxury electric brand.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.

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Check Out Analysis of Other Relevant Companies

References used in Aston Martin Analysis Report

1. Aston Martin financial results 2018 -

2. Aston Martin Annual Report 2017 -

3. Aston Martin About Us -

4. Aston Martin Brand Partnerships -

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Aston Martin SWOT & PESTLE Analysis - SWOT & PESTLE.COM

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Aston Martin SWOT and PESTLE analysis has been conducted by Pallavi Roy and reviewed by senior analysts from Barakaat Consulting.

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