Van­tage point

The Weekly Advertiser Horsham - - News -

As­ton Martin has ripped the cov­ers off its strik­ing all­new Van­tage V8 coupe that will be­come the Bri­tish sport­scar mar­que’s top-sell­ing model in Aus­tralia once de­liv­er­ies kick off in July next year.

The sleek two-door, two-seat twin­tur­bocharged V8 Van­tage is the latest salvo in As­ton Martin’s plan to in­crease its share of the global sport­scar mar­ket and re­fresh its model range un­der the ‘Sec­ond Cen­tury’ strate­gic plan led by com­pany chief ex­ec­u­tive Andy Palmer.

Prior to the launch, As­ton Martin hosted cus­tomer pre­view events – dubbed As­ton Martin Con­fi­den­tial – with ex­ist­ing and po­ten­tial new cus­tomers in Mel­bourne and fur­ther afield.

As­ton Martin’s regional man­ager for Aus­tralia and New Zealand Kevin Wall said the com­pany had am­bi­tious sales tar­gets for the Van­tage across the two mar­kets.

“We put fig­ures up on the wall for Aus­tralia and New Zealand deal­ers and they said, ‘Are you kid­ding?’” he said.

Mr Wall said there were about 120 clients at the As­ton Martin Con­fi­den­tial cus­tomer event, and the com­pany had about a whisker un­der 20 per­cent of its next an­nu­alised vol­ume cov­ered. “So we are do­ing okay,” he said. Mr Wall added he had not seen the kind of pent-up de­mand for the Van­tage with any other As­ton model, and sug­gested some buy­ers might face a lengthy de­lay for de­liv­ery.

“The fac­tory has al­ready pulled us back on sup­ply for next year, which is un­for­tu­nate. But that’s the car busi­ness,” he said.

“Some of those loyal cus­tomers won’t be all ready to take a new car in July next year, so we will keep them happy over a pe­riod of time.”

Mr Wall ac­knowl­edged the Van­tage would out­sell the DB11 in Aus­tralia and New Zealand, and high­lighted that while the two mod­els were ‘to­tally dif­fer­ent cars’, there might be some sales can­ni­bal­i­sa­tion.

“The mar­ket will dic­tate that. Yes Van­tage will out­sell DB11 for sure,” he said.

Mr Wall said the DB11, which is priced from $368,000 in V8 guise and $428,000 for the V12, is seen as a grand tourer in the As­ton Martin range, while the Van­tage is a more per­for­mance-fo­cused sport­scar with a harder edge.

The out­go­ing Van­tage coupe, which dates back to 2005, is priced from $219,895 plus on-road costs in Aus­tralia for the V8 GT, ris­ing to $345,300 for the V12 Van­tage S.

Mr Wall said the new-gen­er­a­tion Van­tage would be priced from circa-$300,000 when it hits Aus­tralian show­rooms next year.

“Circa be­cause we don’t know what the cur­rency is go­ing to do be­tween now and July, and circa be­cause it is not fixed, but with the com­peti­tor set we have been talk­ing about be­ing around that,” he said.

The cheap­est Porsche 911 Turbo starts at $390,000 while the Mercedesam­g GT R is $348,711 and the Mclaren 540C kicks off at $325,000.

Given the de­mand for the Van­tage, Mr Wall said there would be an in­creased mar­ket­ing pres­ence in Aus­tralia and New Zealand to boost brand vis­i­bil­ity.

“It is the right time and with the in­creased vol­ume comes in­creased bud­get,” he said.

“Three years ago, As­ton Martin was sell­ing 350 to 360 cars in Asia-pa­cific, ex­clud­ing main­land China.

“Next year our tar­get will be more than 800.”

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