Aston Martin declining sales
Discussion
Philip0 said:
Last year Aston sold 757 cars, down 27% from 2013, down 68% from the peak year of 2006 (the launch year of the V8V) and the lowest since 2004. The previous 5 years had been steady at around 1,000-1,200 units. So, why was 2014 such a poor year, and is this decline likely to continue?
It's arguably a good thing UK sales are down if overall internationally they are up - makes the cars more exclusive here and eventually, will filter through to help residuals
The less reliant they are on UK sales, the less they need to push dealer spec cars on UK dealers which they then offer at steep discounts which in turn hits depreciation hard
In due course, it then has the opposite effect as fewer cars in the marketplace pushes up prices, allowing existing owners to trade in more often as the cost to change drops, which in turn increases new car sales
I know it's the umpteenth time I've made this point but it really is crucial - the best potential for sales is the existing fanbase/ownership base who currently, can't afford to keep buying new cars and trading them in each year or two as the hit is too big to swallow
The less reliant they are on UK sales, the less they need to push dealer spec cars on UK dealers which they then offer at steep discounts which in turn hits depreciation hard
In due course, it then has the opposite effect as fewer cars in the marketplace pushes up prices, allowing existing owners to trade in more often as the cost to change drops, which in turn increases new car sales
I know it's the umpteenth time I've made this point but it really is crucial - the best potential for sales is the existing fanbase/ownership base who currently, can't afford to keep buying new cars and trading them in each year or two as the hit is too big to swallow
jonby said:
In due course, it then has the opposite effect as fewer cars in the marketplace pushes up prices, allowing existing owners to trade in more often as the cost to change drops, which in turn increases new car sales
Nope....you've lost me there, handsome. It's a bit like buying houses, if prices are rising then those looking to upgrade actually have to find more money to change.Apologies if I'm looking at this incorrectly
Philip0 said:
Last year Aston sold 757 cars, down 27% from 2013, down 68% from the peak year of 2006 (the launch year of the V8V) and the lowest since 2004.
So why was 2014 such a poor year, and is this decline likely to continue?
So why was 2014 such a poor year, and is this decline likely to continue?
You have clearly spent some time producing your chart, Philip, but your figures are not correct.
My guess is that you might have used the howmanyleft website, and therefore the figures tend to be approximations of the UK market only.
The SMMT figure for last year was 864, not 757.
I don't think AML have yet stated their total production figure for 2014, but it was probably around 4,000 (2013 = 4,200, 2012 = 3,785).
In the UK, February is always the worst month (only 7 cars this year), and March always the best (199 in 2013).
My interpretation, to answer your question, is that the decline (since the 7,300 peak in 2007) was initially due to the end of the debt boom (many cancelled orders) and then because the 'want the latest' buyers lost interest in the gradually dated model range.
AML must be hoping that the excitement over the introduction of the V8V in 2005, can be repeated when the DB9 and Vantage are replaced. In 2005, the Vantage looked so amazing, and remember the price point was lower than the existing AML model range, so an Aston Martin suddenly became available to more buyers.
Edited by Jon39 on Tuesday 24th March 13:11
Accurate or not, the figures don't shock me.
DB9 and V8V are pretty much ancient. Rapide is a newish car based on an ancient design, and covers a very niche market.
Nobody in their right mind would buy one of these new given there are much technologically better/newer cars on the market today. DB9/V8V replacement models are also expected soonish which means depreciation would be horrible.
Vanquish is the only "modern" AM in today's marketplace, but as a halo product it can't be expected to sell in large volumes.
DB9 and V8V are pretty much ancient. Rapide is a newish car based on an ancient design, and covers a very niche market.
Nobody in their right mind would buy one of these new given there are much technologically better/newer cars on the market today. DB9/V8V replacement models are also expected soonish which means depreciation would be horrible.
Vanquish is the only "modern" AM in today's marketplace, but as a halo product it can't be expected to sell in large volumes.
matrignano said:
Nobody in their right mind would buy one of these new given there are much technologically better/newer cars on the market today.
That'll be me then Honestly. I drove everything Audi R8, BMW M6, Jaguar F-Type, Maserati GranTurismo, Mercedes AMG, Porsche 911 and still bought one. So which from this list is 'better' from your point of view and I will tell you why I (and these things are deeply personal) I did not buy one. (Friendly fire question
hashluck said:
That'll be me then
Honestly. I drove everything Audi R8, BMW M6, Jaguar F-Type, Maserati GranTurismo, Mercedes AMG, Porsche 911 and still bought one. So which from this list is 'better' from your point of view and I will tell you why I (and these things are deeply personal) I did not buy one. (Friendly fire question
I'm not talking (completely) out of my arse!Honestly. I drove everything Audi R8, BMW M6, Jaguar F-Type, Maserati GranTurismo, Mercedes AMG, Porsche 911 and still bought one. So which from this list is 'better' from your point of view and I will tell you why I (and these things are deeply personal) I did not buy one. (Friendly fire question
I'm replacing my V8V as we speak. Tried a 991S and Granturismo Sport.
The 991S is by miles a much, much better car technically. Fantastic gearbox, very well screwed together, great handling and composure, very tactile, lots of gizmos. But boring as hell.
Granturismo is much more flawed but manages to exude a special charm and character, much like the AM does, and the Porsche doesn't. Still a better car to live with day-by-day, with 4 proper seats, decent tech and gizmos, while retaining the ability to be a bit of an animal when needed. Doesn't handle as well as AM or Porsche though.
Either way, I wouldn't replace my V8V with another one.
matrignano said:
Granturismo is much more flawed but manages to exude a special charm and character, much like the AM does, and the Porsche doesn't. Still a better car to live with day-by-day, with 4 proper seats, decent tech and gizmos, while retaining the ability to be a bit of an animal when needed. Doesn't handle as well as AM or Porsche though.
New or used 
matrignano said:
I'm not talking (completely) out of my arse!
I'm replacing my V8V as we speak. Tried a 991S and Granturismo Sport.
The 991S is by miles a much, much better car technically. Fantastic gearbox, very well screwed together, great handling and composure, very tactile, lots of gizmos. But boring as hell.
Granturismo is much more flawed but manages to exude a special charm and character, much like the AM does, and the Porsche doesn't. Still a better car to live with day-by-day, with 4 proper seats, decent tech and gizmos, while retaining the ability to be a bit of an animal when needed. Doesn't handle as well as AM or Porsche though.
Either way, I wouldn't replace my V8V with another one.
OK interesting since the Granturismo is the only car that came close. I was seriously sat on the fence and in the end it came down to the best deal and that the Aston is built in a shed up the road. I'm replacing my V8V as we speak. Tried a 991S and Granturismo Sport.
The 991S is by miles a much, much better car technically. Fantastic gearbox, very well screwed together, great handling and composure, very tactile, lots of gizmos. But boring as hell.
Granturismo is much more flawed but manages to exude a special charm and character, much like the AM does, and the Porsche doesn't. Still a better car to live with day-by-day, with 4 proper seats, decent tech and gizmos, while retaining the ability to be a bit of an animal when needed. Doesn't handle as well as AM or Porsche though.
Either way, I wouldn't replace my V8V with another one.
Charm and character in equal abundance but many more cheaper materials and flimsy fixtures and fittings on the Maserati and you cannot say it has better tech. They are both pretty bad and the Aston just edged it for me. What gizmos does the Maserati have? None I could find (or need for that matter). Also I did not need 4 seats but could see the attraction. I will likely have a Maserati at some point in my life though I parked up next to one at Heathrow the other day and decided I was very happy with my current choice
hashluck said:
OK interesting since the Granturismo is the only car that came close. I was seriously sat on the fence and in the end it came down to the best deal and that the Aston is built in a shed up the road.
Charm and character in equal abundance but many more cheaper materials and flimsy fixtures and fittings on the Maserati and you cannot say it has better tech. They are both pretty bad and the Aston just edged it for me. What gizmos does the Maserati have? None I could find (or need for that matter). Also I did not need 4 seats but could see the attraction. I will likely have a Maserati at some point in my life though I parked up next to one at Heathrow the other day and decided I was very happy with my current choice
The Maserati door cards are plain awful. I love the outside look from some angles but I found driving an earlish one was no fun at all.Charm and character in equal abundance but many more cheaper materials and flimsy fixtures and fittings on the Maserati and you cannot say it has better tech. They are both pretty bad and the Aston just edged it for me. What gizmos does the Maserati have? None I could find (or need for that matter). Also I did not need 4 seats but could see the attraction. I will likely have a Maserati at some point in my life though I parked up next to one at Heathrow the other day and decided I was very happy with my current choice
Howmanyleft suggests 2014 uk registrations:
145 db9 coupe
13 db9 volante
78 Vanquish.
65 Vanquish volante.
24 N430s of any type
43 V8VS of any type
159 V8V of any type
80 V12V
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