Owners & Enthusiasts View of AM's Strengths & Weaknesses?
Discussion
Hi all,
I'm currently filling out an application for Aston Martin to get onboard their marketing graduate scheme, and one of the questions Aston ask is to suggest what are their three main strengths and weaknesses as an organisation. I do have my own opinions on what these are, and have researched the company's history. But this really is the dream job so I wanted to just go the extra mile and ask you guys - the actual owners and enthusiasts - of your opinions and thoughts about the brands strengths and weaknesses.
Thanks,
Alex
I'm currently filling out an application for Aston Martin to get onboard their marketing graduate scheme, and one of the questions Aston ask is to suggest what are their three main strengths and weaknesses as an organisation. I do have my own opinions on what these are, and have researched the company's history. But this really is the dream job so I wanted to just go the extra mile and ask you guys - the actual owners and enthusiasts - of your opinions and thoughts about the brands strengths and weaknesses.
Thanks,
Alex
you mention strengths and weaknesses of the organisation then the brand.
The main weakness of the organisation is its ability to make a profit and keeping the product up to date (e.g. the V8V has been around for 10 years and is perceived as a dated design)
Brand strengths: "Cool", quality, British, expensive, 007 association
Brand weaknesses: reliability (as in the old definition of an optimist was some who thought he could afford to run a second hand AM - these days unjustified IMO), and recently being associated with snobs...
I'm sure there will be a lot more to come...
The main weakness of the organisation is its ability to make a profit and keeping the product up to date (e.g. the V8V has been around for 10 years and is perceived as a dated design)
Brand strengths: "Cool", quality, British, expensive, 007 association
Brand weaknesses: reliability (as in the old definition of an optimist was some who thought he could afford to run a second hand AM - these days unjustified IMO), and recently being associated with snobs...
I'm sure there will be a lot more to come...
Good luck and good thinking asking the unwashed.
I'll keep it to two, all subjective of course
Strengths for me
1) Brand/Identity - AM may not be profitable but the brand is huge and pretty much everyone has heard of or has an opinion on it
2) Stunning cars - speaks for itself
Weakness
1) Dated infotainment and models, granted this will be sorted in the next few years but the current fleet are mostly built on old designs
2) Models are all quite similar to look at (I can spot the difference but could a member of the general public tell a Vantage from a DB9?)
I'll keep it to two, all subjective of course
Strengths for me
1) Brand/Identity - AM may not be profitable but the brand is huge and pretty much everyone has heard of or has an opinion on it
2) Stunning cars - speaks for itself
Weakness
1) Dated infotainment and models, granted this will be sorted in the next few years but the current fleet are mostly built on old designs
2) Models are all quite similar to look at (I can spot the difference but could a member of the general public tell a Vantage from a DB9?)
Given you've asked for strengths / weaknesses of the organisation rather than the cars I'd say: -
Strengths
1. Strong brand image - consistently rated as a 'cool' brand
2. Small enough to be nimble / react quickly to market conditions and opportunities
3. Know their customer base (which appears loyal)
Weaknesses
1. Constrained financial resources resulting in not being able to offer a diverse model range
2. Small size means the firm is vulnerable to significant financial shocks, regulatory change and cannot negotiate preferential terms with suppliers (a la Ferrari via FIAT)
3. Mainly UK based (not sure if the Rapide is still made in Austria ? )high overhead cost for domestic workforce, distance to emerging markets such as China
Strengths
1. Strong brand image - consistently rated as a 'cool' brand
2. Small enough to be nimble / react quickly to market conditions and opportunities
3. Know their customer base (which appears loyal)
Weaknesses
1. Constrained financial resources resulting in not being able to offer a diverse model range
2. Small size means the firm is vulnerable to significant financial shocks, regulatory change and cannot negotiate preferential terms with suppliers (a la Ferrari via FIAT)
3. Mainly UK based (not sure if the Rapide is still made in Austria ? )high overhead cost for domestic workforce, distance to emerging markets such as China
I think technological obsolescence in general is their problem.
The Vantage and DB9 are now a 10+ year old cars which have outlived every other one of their contemporaries, but not benefited from anywhere near as many updates than them.
Everyone is moving or has moved to forced induction, double-clutch gearboxes, advanced use of composite materials, sophisticated and integrated electronics packages etc.
I test drove a 991S recently and it just felt light years ahead of my V8V, like watching 4K Netflix when you're still used to DVDs.
Unfortunately for AM it's a tough vicious circle to get out of. They need to invest more in R&D, which means they need to raise cash either by borrowing/issuing debt/selling equity, or by selling more cars.
The former is not easy as I understand the company is not an attractive investment proposition, the latter is maybe harder because their products are so old and out of touch with what customers want!
Sadly I believe AM's days as an independent company are numbered, and the Mercedes deal is definitely a step in the right direction. Let's see what comes out of that!
The Vantage and DB9 are now a 10+ year old cars which have outlived every other one of their contemporaries, but not benefited from anywhere near as many updates than them.
Everyone is moving or has moved to forced induction, double-clutch gearboxes, advanced use of composite materials, sophisticated and integrated electronics packages etc.
I test drove a 991S recently and it just felt light years ahead of my V8V, like watching 4K Netflix when you're still used to DVDs.
Unfortunately for AM it's a tough vicious circle to get out of. They need to invest more in R&D, which means they need to raise cash either by borrowing/issuing debt/selling equity, or by selling more cars.
The former is not easy as I understand the company is not an attractive investment proposition, the latter is maybe harder because their products are so old and out of touch with what customers want!
Sadly I believe AM's days as an independent company are numbered, and the Mercedes deal is definitely a step in the right direction. Let's see what comes out of that!
Edited by matrignano on Tuesday 6th October 10:32
Robert E. Lee had the following thoughts on the definition of a gentleman:
"The forbearing use of power does not only form a touchstone, but the manner in which an individual enjoys certain advantages over others is a test of a true gentleman.
The power which the strong have over the weak, the employer over the employed, the educated over the unlettered, the experienced over the confiding, even the clever over the silly--the forbearing or inoffensive use of all this power or authority, or a total abstinence from it when the case admits it, will show the gentleman in a plain light
The gentleman does not needlessly and unnecessarily remind an offender of a wrong he may have committed against him. He cannot only forgive, he can forget; and he strives for that nobleness of self and mildness of character which impart sufficient strength to let the past be but the past. A true man of honor feels humbled himself when he cannot help humbling others."
No matter what one thinks of Lee's personal translation of that into personal action, that's a pretty great definition. And that's what I consider the essence of Aston Martin: An inherent strength, grace, and confidence which underlies awesome potential without "needlessly and unnecessarily" rubbing it others' faces.
Weaknesses? Sometimes good breeding isn't quite enough.
"The forbearing use of power does not only form a touchstone, but the manner in which an individual enjoys certain advantages over others is a test of a true gentleman.
The power which the strong have over the weak, the employer over the employed, the educated over the unlettered, the experienced over the confiding, even the clever over the silly--the forbearing or inoffensive use of all this power or authority, or a total abstinence from it when the case admits it, will show the gentleman in a plain light
The gentleman does not needlessly and unnecessarily remind an offender of a wrong he may have committed against him. He cannot only forgive, he can forget; and he strives for that nobleness of self and mildness of character which impart sufficient strength to let the past be but the past. A true man of honor feels humbled himself when he cannot help humbling others."
No matter what one thinks of Lee's personal translation of that into personal action, that's a pretty great definition. And that's what I consider the essence of Aston Martin: An inherent strength, grace, and confidence which underlies awesome potential without "needlessly and unnecessarily" rubbing it others' faces.
Weaknesses? Sometimes good breeding isn't quite enough.
ds2000 said:
Weakness
2) Models are all quite similar to look at (I can spot the difference but could a member of the general public tell a Vantage from a DB9?)
2) Models are all quite similar to look at (I can spot the difference but could a member of the general public tell a Vantage from a DB9?)
Alex, this might be a good one for you to include, because the new CEO has recently said, that he wants his mother to tell the difference on future models.
I am told that recruiters these days, look for applicants internet info. You mention a graduate scheme, which are often for graduates in their early 20s. However, you have listed having previously owned more sports cars, than 'I have had hot dinners'. Only trying to help you, because recruiters probably 'jump to conclusions', and then issue rejections without asking questions.
Good luck, and if you get the job, be sure to invite me to Millbrook or Le Mans. -
CPBRI said:
One most can agree to is the dated infotainment systems.
Im afraid im not most then. Thats kind of exactly why i love my Aston. Its a modern car built in an old fashioned, almost antiquated way.
I couldnt care less about the sat nav. The smell, the sound, the noise, the drive, the feeling i get when driving it is why i bought it.
If i want to find my destination I have a completely accurate, efficient and up to date gps system (my iphone), it doesnt have any soul though, which is exactly what the Aston has.
In effect the Aston is the exact opposite of my iphone, and i love it for it.
Threats for me:
Quality control not as good in reality as they'd like you to believe, paint is particularly bad despite all those images of people gazing lovingly down the flanks of the car looking for the smallest imperfection.
The looming association with merc and how that may detract from its uniqueness.
Their dealers. Too many people have bad experiences (accepting many also have good). This is both sales and service.
Quality control not as good in reality as they'd like you to believe, paint is particularly bad despite all those images of people gazing lovingly down the flanks of the car looking for the smallest imperfection.
The looming association with merc and how that may detract from its uniqueness.
Their dealers. Too many people have bad experiences (accepting many also have good). This is both sales and service.
ktm301p said:
Hi all,
I'm currently filling out an application for Aston Martin to get onboard their marketing graduate scheme, and one of the questions Aston ask is to suggest what are their three main strengths and weaknesses as an organisation. I do have my own opinions on what these are, and have researched the company's history. But this really is the dream job so I wanted to just go the extra mile and ask you guys - the actual owners and enthusiasts - of your opinions and thoughts about the brands strengths and weaknesses.
Thanks,
Alex
One of the strengths that doesn't seem to be mentioned is the brands involvement of the customers in unique experiences. There seems to be a large amount of owners who have been invited to events that make them feel special, unique and valued. This creates loyalty and a fondness of the brand.I'm currently filling out an application for Aston Martin to get onboard their marketing graduate scheme, and one of the questions Aston ask is to suggest what are their three main strengths and weaknesses as an organisation. I do have my own opinions on what these are, and have researched the company's history. But this really is the dream job so I wanted to just go the extra mile and ask you guys - the actual owners and enthusiasts - of your opinions and thoughts about the brands strengths and weaknesses.
Thanks,
Alex
They certainly know how to make a product that is not as good as the competition in so many ways, but make it more desirable than them. A major contributor to this is the aesthetic design and the degree of personalisation - making normal options more akin to tailor made.
I have a deep suspicion of questions from prospectives relating to weaknesses. If they really want to know this, they just have to look closely at those customers who are less than ecstatic and try and empathise. Brutal honesty is the only way to make real change, not something that would enamour you to your end goal I'm afraid. I don't doubt for one minute that they know their own weaknesses, they may be looking for innovative ways to improve them.
I expect the questions are not real fact finding about their product, but more how you handle the questions.
I concur with much of what has been said, the main strength is brand - somehow they still have a following despite the product not being as "good" as rivals. But that introduces an individual's understanding as to what "good" means. For those who feel "good" is about the numbers then they probably don't own an Aston martin.
For those who feel "good" is more an emotional response then they might consider one.
But that brings me to the weaknesses, and that is quality in production and quality over time.
Quality is a strategic issue for any brand, not just an add on or an afterthought and it should run right through their supply chain as well as what happens in Gaydon. And continuous improvement is a management approach rather than down to Billy or Sally on the production line.
Why are paint bubbles such a perceived problem after so many years of manufacture?
Why is the clutch STILL single plate despite it being seen as a weak part of the transmission chain?
Why do the LED lights cost so much to replace, thus drastically increasing cost of ownership?
Why do some cars seem to experience a multitude of assembly problems and still be released new to a customer ( mine was in and out of the dealers time after time during warranty, decreasing pleasure of ownership and poisoning the experience in my eyes somewhat)
So understanding the customer is essential. Not merely pandering to them socially. Have flexible production techniques and a flexible responsive supply chain. Focus on quality as well as design, and protect the brand in the process.
Not easy but I do hope Andy Palmer has a different approach than the last guy.
For those who feel "good" is more an emotional response then they might consider one.
But that brings me to the weaknesses, and that is quality in production and quality over time.
Quality is a strategic issue for any brand, not just an add on or an afterthought and it should run right through their supply chain as well as what happens in Gaydon. And continuous improvement is a management approach rather than down to Billy or Sally on the production line.
Why are paint bubbles such a perceived problem after so many years of manufacture?
Why is the clutch STILL single plate despite it being seen as a weak part of the transmission chain?
Why do the LED lights cost so much to replace, thus drastically increasing cost of ownership?
Why do some cars seem to experience a multitude of assembly problems and still be released new to a customer ( mine was in and out of the dealers time after time during warranty, decreasing pleasure of ownership and poisoning the experience in my eyes somewhat)
So understanding the customer is essential. Not merely pandering to them socially. Have flexible production techniques and a flexible responsive supply chain. Focus on quality as well as design, and protect the brand in the process.
Not easy but I do hope Andy Palmer has a different approach than the last guy.
I have no issues with the current range of Gaydon cars. Despite being a +10y old design, they are nice drive and I'm not too fussed about the top-trumps approach to exotics. The current range probably blows the capability of 98% of us away anyway. Faster Astons, Lambos, Porkers and Fezzers I do not think is the answer.
However, 2 major issues need to be addressed by Aston:-
1. The way most if not all Dealers treat the Customer - from specification selection (based on what Dealers want to sell - not what the Customer actually wants), to feel-good add-on's post-purchase, to crappy service practices and charges, to dealing with flaw's/issues and also to ultimately flooding the market with clone Dealer Astons, collapsing re-sale values and generally screwing a good Customer with a massive slap of depreciation. Who would sanely buy new again?
2. The way AML itself treats technical/design/manufacturing issues with the Customer:- i.e bubble paint issues around the doors and mirrors that are "not-corrosion" (i.e "slippery" warranty terms) but also failing to correct components with an unsatisfactory service life (i.e. light modules) and the charging a grand to fix each corner every time the lamps have extended fogging. Both are unresolved for the whole 10 year life-cycle that the cars have been made.
The best Marketing Aston can have is to have world-class Customer Service.
G
However, 2 major issues need to be addressed by Aston:-
1. The way most if not all Dealers treat the Customer - from specification selection (based on what Dealers want to sell - not what the Customer actually wants), to feel-good add-on's post-purchase, to crappy service practices and charges, to dealing with flaw's/issues and also to ultimately flooding the market with clone Dealer Astons, collapsing re-sale values and generally screwing a good Customer with a massive slap of depreciation. Who would sanely buy new again?
2. The way AML itself treats technical/design/manufacturing issues with the Customer:- i.e bubble paint issues around the doors and mirrors that are "not-corrosion" (i.e "slippery" warranty terms) but also failing to correct components with an unsatisfactory service life (i.e. light modules) and the charging a grand to fix each corner every time the lamps have extended fogging. Both are unresolved for the whole 10 year life-cycle that the cars have been made.
The best Marketing Aston can have is to have world-class Customer Service.
G
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