Luxury car sale

Autoblog claims Aston Martin has been bought by LVMH Moet Hennessy Louis Vuitton – putting the sportscar in a stable of  luxury goods ranging from leather bags and cases to champagne and cognac.  Such a move is more about caché and connectionsthan carbon emissions and lean-production technology. 

Meanwhile, Bugatti (currently owned by VW) is offering high end accessories to accompany its $1.7m Veyron model with a $200,000 watch and $5,000 perfume. 

These exclusive brand approaches contrast with the more accessible aspirational aspect of the Ferrari marketing machine – with the prancing horse logo adorning thousands of low cost items.  Then we have Burberry, an upmarket, celebrity associated brand, brought low by UK chav culture.  Under its Japanese owners, it isn’t surprising the Welsh factory is under threat – now it has has pulled out of a reception party at the BAFTA awards.

The real market of the wealthy middle-aged, primarily in the US, Middle East and Japan, are interested in status symbols rather than the products or production lines. It is the name, the label, that is all important.  And with the reinvigorated James Bond franchise proving another global iconic brand, Aston Martin is probably more at home amongst the avenues of Paris “high society” than the bean-counters of Detroit.

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.