The launch in Tokyo earlier this month of Aston Martin's DBS marked another step in the extraordinary growth of the venerable British marque. A little over a decade ago the company was on the Ford life-support machine. This year it has produced 7,300 cars - 10 times more than it managed seven years ago when chief executive Ulrich Bez took the reigns. An ex-Ford man (and before that Porsche and Daewoo), the 64-year old German leads Aston Martin from the front.
His welcoming speech in Tokyo was a perfect example of his unique character. Bez did not want to 'share attention' with other manufacturers, so he chose not to display Aston's wares at the Tokyo motor show. Instead, an intimate party was held in Roppongi for 250 key people to say Aston Martin is much more than a motor manufacturer. People don't spend in the region of HK$4 million on cars such as the DBS or Ferrari's 599 to use them as road transport. They do, however, pay that much for a beautifully crafted aluminium and carbon fibre body made by some of the best engineers in the business.
Japan forms a strong part of Aston Martin's push to diversify sales away from its traditional markets. This year the country accounted for 300 cars (almost double 2006 sales) and in the past 18 months two new dealerships have opened. Last month, Aston Martin's new importer for China, Taiwanese businessman Kenny Chen, opened showrooms in Beijing and Shanghai. In Hong Kong MF Jebsen has represented Aston Martin since 2003 and this year sold about 35 cars.
Design is at the core of Aston Martin's offering and Bez spoke of aiming to 'blend craftsmanship with hi-tech'.