The Art of Speed: Aston Martin’s Place in the Luxury Market

For my Luxury Marketing course at Bentley University, my group analyzed Aston Martin, a brand that seamlessly blends heritage, craftsmanship, and cutting-edge innovation. Known for its timeless design, high-performance engineering, and association with prestige, Aston Martin has established itself as a symbol of luxury in the automotive world. This presentation explores the brand’s history, marketing strategies, target consumer lifestyle, and its positioning within the competitive luxury car market.