Aston Martin Sales Data & Trends for the European Automotive Market
Aston Martin sales in Europe have been slowly declining from their peak of almost 4.000 cars in 2007 to around 2.300 cars per year from 2009 through 2011 and around 1.800 in 2012 and 2013, before declining to 1.500-1.600 between 2014 and 2016 as the line-up started to age.
Model-wise there have been some fluctuations, as the slowly fading popularity of the “entry-level” Vantage V8/V12 and the DBS have been offset by the introduction of the four-door Rapide in 2010 and the second generation of the top-of-the-line Vanquish in 2012, which has become the brand’s second best selling model in Europe since. The Toyota iQ-based minicar Cygnet has remained a niche player even for Aston Martin, with less than 600 sales in four years. The new DB11, launched at the end of 2016 is a great start of the brand’s product offense, in which it promises to build a complete line-up of 7 vehicles under the Aston Martin and Lagonda brands, as well as launching its AMR performance and customization sub brand.
Aston Martin held it centennial birthday in 2013, and is preparing for the next 100 years by partnering up with Mercedes-AMG as an engine supplier for future models. Let’s hope the designers will differentiate the design of their respective models some more. Yes, Aston Martins are very stylish, but it would be nice if one could actually keep them apart without having to look twice. The DB11 looks promising, although its design proved polarizing: some think it’s a welcome departure from the all-too-familiar design, while others find it trying too hard. The future will prove who’s right.
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