‘Art of Living’: Aston Martin Brand Experience Is About More Than Cars

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If your experience with Aston Martin is only one of pure envy, then your frustration is about to deepen: Now there are Aston Martin houses and boats … that most people also can’t afford.

But for the upper echelons of the 1-percenters for whom Aston Martin is a household name, they’re getting a lot more of the brand to be cozy with.

The UK-based brand, for example, just revealed a “portfolio of experiences” it will offer in 2017 in its Art of Living program, which takes customers beyond sports cars and provides them with “the opportunity to live the brand’s lifestyle.”

Aston Martin

“It’s about becoming a sustainable luxury business,” Patrik Nilsson, Asia-Pacific president of Aston Martin Lagonda, told Bloomberg, “not only putting a logo on something but being a part of it.

“We’re catering to the people that are our customers—that love the uniqueness of Aston, that special something that Aston is very good in making,” added Nilsson. “Exclusiveness and the highest possible material quality that there is. And being able to tailor a real experience for you.”

Headlining this collection of experiences are two “Ultimate Drives,” one that takes drivers across two continents in three weeks and includes South Africa, Monaco, Austria, Lake Como and Vienna, “including challenging drives and helicopter rides, gourmet dining and undiscovered city sightseeing,” as Aston Martin put it in a press release.

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“Anyone attending these experiences,” said Aston Martin Executive Vice President and Chief Creative Officer Marek Reichman, “will get to indulge in the soul of the brand.”

Also expanding access to the Aston Martin brand these days are a “Design Masterclass” about how the company fashions the cars, ice-driving outings in snowy climes, Aston Martin Residences high above the Miami River that Nilsson said would provide the “quality and feel that Aston Martin stands for,” 37-foot Aston Martin powerboats, and a new range of “luxurious clothing” with UK menswear retailer Hackett that “reflects the coming together of two stylish brands.

Aston Martin

Rebecca Robins, global director of Interbrand, told brandchannel that Aston Martin is among luxury businesses that “are acutely aware of the shift in what we value and why, in an economy that’s revolving less around what we own and more around what we share and experience.”

Legacy brands such as Aston Martin, Robins added, “are building a new ecosystem beyond product to experiences and services. ‘Focus’ is crucial in leveraging brand as a central organizing principle to guide those decisions and to inform platforms and partnerships in the process.”

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