Remember the exciting spy 007 series? Smart and confident super spy James Bond won the love of girls, and at the same time, his wit, determination and romantic temperament became the object of imitation by men all over the world. Not to mention how cool and successful James Bond is, everything is amazing just by the wonderful spy gadgets he uses, not to mention the handsome and big gadgets newly invented in the movie-cars! 1964 in the British spy 007 series blockbuster Goldfinger, the high-speed sports car driven by James Bond is the DB5 model of aston martin. The power, fashion and soul of aston martin automobile were fully displayed in James Bond. From the beginning of this film, aston martin's car attracted the attention of Americans. No wonder Americans say that Aston Martin's most famous driver is "Great Spy 007- James Bond". For this reason, today, many people call "aston martin Auto" James Bond's car.

As far away as Britain 19 14, since Lennon Martin and Robert Banford made the first "aston martin" car, they decided not to make vehicles for ordinary people, but to carve their beloved cars for a few people. The further idea is that these few car owners can cherish the "aston martin" car as a work of art and pass it on as a meaningful and valuable family heirloom from generation to generation. After the belief of "only believing in the highest quality, embodying individuality and making car owners excited" was established, aston martin has maintained its unique style and never cut corners for decades, regardless of the world economy. This "artisan spirit" has been passed down to this day. Traditionally, aston martin Automobile Company only produces a limited number of luxury cars with a price above $100000. At present, the British sports car production company has released two cars in the American auto market: the Vanquish S of $265,000 and the DB9 of $65.438+$6,000. Because the price is too high, there are not many competitors for both cars. Vanquish S claims to be the fastest and coolest car in the world; The pure aluminum body of DB9 is extremely light and charming.

Of course, people who are willing to pay this price for a car usually don't have only one car, and they are unlikely to regard their beloved Aston Martin as a daily means of transportation, so the sales of Aston Martin are surprisingly low. For example, in 2000, Aston Martin sold only 200 vehicles worldwide. Although the sales volume has increased rapidly in recent years, the global sales volume in 2004 was only 600 vehicles.

However, with the appearance of Aston Martin V8 Vantage, James Bond's sales model will undergo a new test. The upcoming V8 Vantage is a sports car used by Aston Martin to compete with Porsche 9 1 1. It is estimated that 4000 vehicles will be produced worldwide every year, of which 1800 vehicles will be used to meet the American market. Because the price of V8 Vantage is only about $6.5438+million, some media call it "cheap James Bond car". Aston martin Motor Company is very angry about this. At a news conference of V8 Vantage, Mr. John Walters, aston martin's North American market operation manager, said, "If anyone thinks that100000 car is cheap, please stand up." He stressed that although the V8 Vantage is not the most expensive model in Aston Martin, it can never be said to be "cheap". Car owners who buy V8 Vantage will enjoy the excellent quality and super luxury service that only Aston Martin has, just like other Aston Martin car owners.

The best embodiment of Oston Martin's excellent quality and super luxury enjoyment lies not only in the novelty of James Bond car, but also in Oston Martin's special marketing store. Aston Martin has very high requirements for marketers. Every aston martin store must use marble walls and floors, Barcelona chairs and chrome-plated furniture; The hall should be covered with black high-grade carpet, with sparkling glass windows and large-screen plasma TV sets; Sales consultants and computers for customers should use LCD panels. Each store should also be equipped with a club that only aston martin members can use, including a library, a recreation hall and a bar. The design of the whole store must give people the mysterious and romantic atmosphere and the style of spending a lot of money only in 007 movies.

At present, there are only 35 Aston Martin franchise stores in America. Every sales consultant and car shop owner in aston martin franchise stores must pay to send them to the headquarters in aston martin, England for a week-long marketing training. This marketing training is not to teach them sales skills, but to make them really understand why some people in this world are willing to spend 1.5 thousand to 300 thousand dollars to buy a car; What does Aston Martin mean to car owners? What do these people expect after buying Aston Martin's car? As a sales consultant of Aston Martin, how can I exceed the expectations of these rich people who usually have tens of millions to billions of dollars?

Of course, the luxury services of the above-mentioned marketing stores are all designed for the traditional customer base. Now, Aston Martin has introduced V8 Vantage, which costs $ 654.38+ million. It is doubtful whether marketers can provide this service. However, as Mr. Walter said, 654.38 million+US dollars really can't be said to be "cheap". If after the launch of V8 Vantage, these franchise stores sell not only a few or dozens of cars, but hundreds of cars every year, then it should be no problem for these franchise stores to spread this 007 luxury to more people.

According to statistics, there are 65,438+07 high-end sports cars in the North American auto market * * with a price of 8-65,438+0.2 million US dollars. Manufacturers include Maserati, Mercedes-Benz, Porsche, Rolls-Royce and Jaguar. Compared with the market block that Aston Martin is currently competing for, this will be a very crowded market, and the number of manufacturers and models entering this block is increasing every year. For example, Lexus, a luxury brand owned by Toyota, announced at the beginning of this year that it would launch a sports car with a price of $ 654.38+0.2 million.

However, perhaps because the super spy 007 and Aston Martin are well-known in the world, this car has not been listed yet, and the order for buying V8 Vantage has been queued for two years. What's more gratifying for manufacturers is that among the people queuing to buy a car, there are not only traditional Austin Martin customers of super-rich giants, but also many new customers who can't even get on the "rich list". It seems that Austin Martin's persistent advertising with Super Spy 007 for more than 40 years has really played an important role.