For a long time, the Aston Martin was one of the coolest cars one could want to buy. James Bond’s car of choice. But now the company is cash strapped and looking to grow their consumer base quickly by getting millennials to buy their cars.
Aston Martin holds the secret to what’s ‘most important’ to women drivers.It is launching “it’s most important car” (the new DB11) to target young female drivers — specifically young rich millennial female drivers. Their new target customer is “Charlotte”. She’s a rich American female in her late 30s. When Aston Martin first began talking about the DB11 at the 2015 Geneva Motor Show, CEO Andy Palmer noted that “She’s a cool lady, she’s an attractive lady”.
I’m skeptical. Obviously I understand the ‘rich’ part. These cars aren’t cheap to develop and produce. But what makes Aston Martin think it can attract millennials, specifically women, away from all the other options available?
In it’s 102 year history, Aston Martin has reportedly only sold 70,000 cars, and only 3,500 of them to women. That’s 0.5% in the entire history of the company. So they’ve got a mountain to climb when it comes to marketing cars to women, and that’s no easy task either, considering a lot of women aren’t attracted to cars the same way men are.
But, have no fear! DB11 is definitely going to catch the eye of the cool and attractive Charlotte! How? By talking about shape, space and sound. *Slaps face* Did they learn nothing from their 2011 ‘Aston Martin loves women’ campaign? If you haven’t seen that one, watch the ad below.