Aston Martin (swisshippo/Bigstock.com)
Of all British luxury car marques, Aston Martin is perhaps most acutely aware of where the new money is coming from. After all, last year's launch of the Lagonda Taraf was aimed exclusively at the Middle Eastern market, where the limited run of 200 vehicles will be heading.
And it seems the UK government understands the importance of the Middle Eastern car market – along with other growth export markets. Up to £9.6m has been ear-marked from the regional growth fund to help Aston Martin develop its model range for overseas buyers.
"Expanding our product range to enable a greater reach into export markets is an essential part of our business plan,” said Aston Martin CEO Andy Palmer. “Having this support from the Government to help execute the plan is a meaningful vote of confidence in the future of the company.”
While Aston Martin is likely to remain a relatively small volume manufacturer, forthcoming models will be built in larger numbers than the Taraf. Lines that meet the demand for chauffeur-driven vehicles will be high on the company’s agenda, enabling the British firm to occupy “the Rolls-Royce space”, according to Palmer.
The revival of the especially luxurious Lagonda brand has been highlighted as an important aspect of Aston’s future growth internationally.
There are also plans for an SUV-style Aston Martin vehicle. While in Europe and the US such powerful off-road vehicles are primarily status symbols, in some Middle Eastern and Asian countries they are also practical – due to the rough road surfaces often found in these regions.