Geneva Motor Show: How Aston Martin is revolutionising its approach

British luxury car maker Aston Martin is keen on establishing a stronger foothold in the market, as it embarks on a new era spearheaded by CEO Dr Andy Palmer.

Speaking at the on-going Geneva Motor Show in Switzerland, Palmer spoke about how his fabled company will tackle the future and what sorts of product will be launched in years to come.

“The Geneva show this year marks the first public signs of a revolution at Aston Martin – a revolution we’re calling Second Century’’, Palmer said.

“While the exceptional new Aston Martin Vulcan track-only supercar and Vantage GT3 special edition road car represent a take on our immediate future, the exciting DBX Concept is Aston Martin’s first public statement about how the high luxury GT sector could, and in our view should, evolve in the years to come.”

As quoted above, Aston Martin has some great products displayed at Europe’s biggest car show. This includes the DBX concept - an electric all-wheel drive crossover that will enter production before the turn of the decade. Other cars showcased this week include the Vantage GTR3 special and the 800 bhp track-only Vulcan supercar.

The company is also expanding to new venues with an office set to be opened in Singapore to handle the Asia-Pacific affairs. At present, Aston Martin cars are sold in 45 markets through a network of 155 dealerships.

And being a luxury brand, Aston Martin is well aware that it needs of offer a certain degree of customization. Therefore, it is expanding its bespoke personalisation service - Q by Aston Martin - and integrate it into company’s Special Product Division.