The “Aston Martin Experience”
Discussion
I was looking at another thread and noticed that a couple people mentioned buying their used Aston through an AM dealer because the wanted, in part, the “Aston Martin experience”. I have to say I find this curious because I have neither seen nor heard a peep from AM since purchasing my car and nothing I would refer to as an experience.
As a little background:
I purchased my slightly used AM Vantage about two years ago from an AM dealer. It included the “Timeless Warranty”. The car showed up. End of story. I have never received a single email, letter, anything acknowledging that I am an Aston customer from Aston corporate. After a few months, I didn’t receive my Aston Martin magazine that I was told was included as part of the timeless warranty. I called the folks at Aston and eventually got through to the people who publish and mail the magazine. Their response was “ We decided not to send it out anymore to Timeless Warranty owners”. I said the docs say it’s part of the TImeless Warranty package. Their response was “ Well..We used to send it out but decided to stop..sorry.”
That has been my interaction. I did find it a bit strange since my prior purchases fro Porsche, even CPO ,have always included some type of thank you and acknowledgement. My wifegot a carbon fiber pen and some other swag sent after her last Porsche CPO purchase. ( Heck, after she got the pen she was so excited I thought she was going to buy another car!) Not to mention, I also get a copy of the Porsche magazine and occasional announcement of new cars…
On the one hand I’m happy AM hasn’t gone belly up yet. On the other, I’m curious if there is some acknowledgement or swag one would expect as an Aston customer. At one point, I did call the national Aston Martin After Sales Manager forI North America about what I thought was a petty move reneging on the magazine promise and all I got from that conversation was, “Sorry, not my department.”
So, on to my questions:
Is there an Aston Martin sales experience away from getting your car repaired under warranty, as one would expect with any brand? Anybody even get a thank you for your purchase from AM corporate? Is Porsche just that much better communicating with customers?
As a little background:
I purchased my slightly used AM Vantage about two years ago from an AM dealer. It included the “Timeless Warranty”. The car showed up. End of story. I have never received a single email, letter, anything acknowledging that I am an Aston customer from Aston corporate. After a few months, I didn’t receive my Aston Martin magazine that I was told was included as part of the timeless warranty. I called the folks at Aston and eventually got through to the people who publish and mail the magazine. Their response was “ We decided not to send it out anymore to Timeless Warranty owners”. I said the docs say it’s part of the TImeless Warranty package. Their response was “ Well..We used to send it out but decided to stop..sorry.”
That has been my interaction. I did find it a bit strange since my prior purchases fro Porsche, even CPO ,have always included some type of thank you and acknowledgement. My wifegot a carbon fiber pen and some other swag sent after her last Porsche CPO purchase. ( Heck, after she got the pen she was so excited I thought she was going to buy another car!) Not to mention, I also get a copy of the Porsche magazine and occasional announcement of new cars…
On the one hand I’m happy AM hasn’t gone belly up yet. On the other, I’m curious if there is some acknowledgement or swag one would expect as an Aston customer. At one point, I did call the national Aston Martin After Sales Manager forI North America about what I thought was a petty move reneging on the magazine promise and all I got from that conversation was, “Sorry, not my department.”
So, on to my questions:
Is there an Aston Martin sales experience away from getting your car repaired under warranty, as one would expect with any brand? Anybody even get a thank you for your purchase from AM corporate? Is Porsche just that much better communicating with customers?
Edited by GreasyHands on Tuesday 17th May 20:35
Edited by GreasyHands on Tuesday 17th May 21:39
Edited by GreasyHands on Tuesday 17th May 21:40
Edited by GreasyHands on Tuesday 17th May 21:40
Edited by GreasyHands on Tuesday 17th May 21:41
Edited by GreasyHands on Tuesday 17th May 21:45
I like visiting the showrooms
Having a nice coffee in their lounge
Being treated very nicely in a lovely place
I like all the branding
I wanted my car to be in the showroom under cover and have it revealed to me
In the boot was a lovely box of chocolates along with a load of AM magazines
Plus the warranty, the consumer rights protection
My salesman was great and even now after leaving with the car still answers my queries
So that’s what I wanted, pay more for dealer car, probably yes, but for the only time in my life I went Aston Martin and bought a car from there.
That was what I wanted, that’s what I got , plus loads of Aston Martin bits that go in my folder to look back on
Certainly better than my wedding day, but don’t tell the wife!
Having a nice coffee in their lounge
Being treated very nicely in a lovely place
I like all the branding
I wanted my car to be in the showroom under cover and have it revealed to me
In the boot was a lovely box of chocolates along with a load of AM magazines
Plus the warranty, the consumer rights protection
My salesman was great and even now after leaving with the car still answers my queries
So that’s what I wanted, pay more for dealer car, probably yes, but for the only time in my life I went Aston Martin and bought a car from there.
That was what I wanted, that’s what I got , plus loads of Aston Martin bits that go in my folder to look back on
Certainly better than my wedding day, but don’t tell the wife!
Edited by kevin_cambs_uk on Tuesday 17th May 21:32
Edited by kevin_cambs_uk on Tuesday 17th May 21:33
Had you spend £300,000, you would have been invited to a dinner at the Gaydon HQ.
We have not heard yet, whether the food was squashed in a rucksack by Deliveroo, or haute cuisine.
Perhaps we must now accept, that LS only wants big spenders, for his new world of Ultra-Luxury Automobiles.
Those of us who buy second hand (pre-owned), might need to use the dealer's back door.
Ford proved the way to sell more Aston Martins, was to introduce some lower priced models.
Now they want to try the opposite way.
Andy Palmer sometimes used to help customers personally, when they were dissatisfied.
Perhaps you could test the new CEO and tell him about your poor buying experience and AML's broken promise.
Mornings might be best. Someone said the new (old) man, usually dozes off after lunch.
I ended up buying second-hand from a dealership in Switzerland, and it was an altogether satisfying experience. The timeless warranty took care of first year ownership concerns, care and attention was considered, the test drives easy even post-purchase. Invitations to see new models and the chance to test drive make you feel part of the team, emails about new cars and events still drop in, plus the conversation, espresso, water or beer that is offered is always good. If I`ve called in to have a nosey around the showroom, I always leave feeling content.
Conversely, having recently reacquired my car privately, it`s just get in and drive home, and a somewhat underwhelming feeling. Admittedly this feeling would probably be different if it was a first time Aston purchase, but generally I can`t fault the two dealerships in Switzerland I have spent time in.
Conversely, having recently reacquired my car privately, it`s just get in and drive home, and a somewhat underwhelming feeling. Admittedly this feeling would probably be different if it was a first time Aston purchase, but generally I can`t fault the two dealerships in Switzerland I have spent time in.
I have had a good experience with my MD in the UK. I bought my first 9 year old DB9 from a friend so just took it to the MD for servicing. They collected and delivered the car back each time and invited me to a series of events. I remember going in a convoy of 40 Astons to a car museum one Saturday morning for instance. They also invited me to a track day I couldn’t attend and several car launches. When I was interested in a new DB11 they had a works Aston Driver take me out for an hour and before we did the final spec the salesman took my wife out for a drive. They continued to invite me to events, although a couple of years off for Covid. Most I couldn’t go to but I did attend a great evening about the history of the dealers race team by a guy who had written a book on it. I also did the secret reveal of the DBX (I had a deposit on one) and my wife and I spent a good 30 mins with one of the senior designers on the team speccing a car at the red bull design centre. In the end I didn’t buy one at the time. When I went back earlier this year to look at a second hand one they offered me a car for the weekend (In the end I just did a day out due to other commitments) and sold be a stock new car. Since then I have been on a off roading morning in a DBX with works drivers (other customers had 707s on order but weren’t current owners) and have just been invited to the reveal of Valhalla at an airfield (unfortunately I will be away). So excluding Covid years I have been invited to one or two things most of my 8 years of ownership. No free swag though other than a couple of leather key rings. I did get various things with the DBX eg seat covers but all negotiated as part of the deal.
In the UK there is also a series of paid for events called Aston Martin Experience organised by AML themselves. I don’t think you need to be an owner. Some of these are fantastic - I would recommend the Performance Driving Course at Millbrook. A day with a works driver on skid pans, banked tracks and various other courses. We also have been to the Goodwood Festival of Speed twice, you get to sit in the AML pavilion by the track which is air conditioned (big plus for my wife!).
I guess if you get a good dealer then whole thing works well.
In the UK there is also a series of paid for events called Aston Martin Experience organised by AML themselves. I don’t think you need to be an owner. Some of these are fantastic - I would recommend the Performance Driving Course at Millbrook. A day with a works driver on skid pans, banked tracks and various other courses. We also have been to the Goodwood Festival of Speed twice, you get to sit in the AML pavilion by the track which is air conditioned (big plus for my wife!).
I guess if you get a good dealer then whole thing works well.
The “experience” can be multi-faceted and varies based on many aspects. But personally, it’s their support of there’s a question, problem, etc. that they truly excel in. Light years ahead of my experience with a Porker.
Use FB and/or the AMOC (area-dependant) and join other owners if you want to get more from it. Fellow owners are great people.
Use FB and/or the AMOC (area-dependant) and join other owners if you want to get more from it. Fellow owners are great people.
House contracts being exchanged today so will be collecting my V12S in a couple of weeks from an AM dealership.
Seeing as it isn't an overly expensive car to them (£87k) it is to me and wondering if it'll be covered up in the handover bay or just parked outside and I get handed the keys.
Either way, the big event is having the car
Seeing as it isn't an overly expensive car to them (£87k) it is to me and wondering if it'll be covered up in the handover bay or just parked outside and I get handed the keys.
Either way, the big event is having the car
GreasyHands said:
I was looking at another thread and noticed that a couple people mentioned buying their used Aston through an AM dealer because the wanted, in part, the “Aston Martin experience”. I have to say I find this curious because I have neither seen nor heard a peep from AM since purchasing my car and nothing I would refer to as an experience.
Same here. Even some of the things they comitted to provide at the outset they managed to screw up. The overall “experience” has been almost entirely transactional. It’s still been better than Bentley though, even though they provide more tat (the “painting” of the car caused some amusement). Dewi 2 said:
Had you spend £300,000, you would have been invited to a dinner at the Gaydon HQ.
I’ve commented on here before that I put some of AM’s current woes, especially relating to DBX not being more popular, down to exceptionally poor customer engagement. It seems to be at its worst if you’ve bought a pre-owned car, even if what you bought was almost impossible to buy new, feels like they assume they’ll never sell you a new one (in spite of pre-owned —> now being an obvious customer journey).
I think the lack of a factory visit offer is very much down to the dealer at fault -recent Covid issues aside.
Dinner as referred to was for committed customers with deposits down / spec locked I believe.
I think rightly or wrongly buying new will always get you treated differently but again dealer related as to exactly what.
My first Aston bought brand new ( already in stock so not specced ) I got little communication post other than one invite to milbrook to drive the V12S which unfortunately I did and then bought from a different dealer happy to negotiate - the first dealer wasn’t.
I went to the factory to spec this and the same dealer organised a second tour too.
When I bought my GT8 we went to a breakfast reveal and just my wife and I plus the dealer exec so very exclusive !
I also got invited to the new Vantage reveal - again all through the same dealer.
I had previous to Aston had 6 new Porsches and received only one invite - BTCC race at Donnington.
Dinner as referred to was for committed customers with deposits down / spec locked I believe.
I think rightly or wrongly buying new will always get you treated differently but again dealer related as to exactly what.
My first Aston bought brand new ( already in stock so not specced ) I got little communication post other than one invite to milbrook to drive the V12S which unfortunately I did and then bought from a different dealer happy to negotiate - the first dealer wasn’t.
I went to the factory to spec this and the same dealer organised a second tour too.
When I bought my GT8 we went to a breakfast reveal and just my wife and I plus the dealer exec so very exclusive !
I also got invited to the new Vantage reveal - again all through the same dealer.
I had previous to Aston had 6 new Porsches and received only one invite - BTCC race at Donnington.
When I bought my first Aston Martin, a 5 year old DB9 in 2010, it was in the main showroom, gleaming away with a sign to indicate it was sold (please do not touch). There was a bottle of gin and a huge bunch of flowers in the boot. The salesman I had been dealing with drove it outside and took time to show me everything on the car, then finished off by saying he would go inside and wasn't going to watch me drive away. I thought that was a nice touch, I was nervous enough even though I had done a test drive. This was HWM in Walton on Thames. They are a very friendly down-to-earth bunch who I still use for servicing.
Picking up my DB11 last year from AM Sevenoaks was a different experience, due to Covid restrictions. I bought the car without even sitting in it, let alone driving it. My DB9 was part-exchanged based on photos I sent to them. All paperwork was online "docu-signed". It was basically click and collect !
I only met the salesman on handover day, we were both wearing masks and didn't shake hands, which was the norm then. The service department at AM Sevenoaks were great, sending someone to pick up my car and return it (80 mile round trip).
Picking up my DB11 last year from AM Sevenoaks was a different experience, due to Covid restrictions. I bought the car without even sitting in it, let alone driving it. My DB9 was part-exchanged based on photos I sent to them. All paperwork was online "docu-signed". It was basically click and collect !
I only met the salesman on handover day, we were both wearing masks and didn't shake hands, which was the norm then. The service department at AM Sevenoaks were great, sending someone to pick up my car and return it (80 mile round trip).
moktabe said:
Either way, the big event is having the car
For me, two of my handovers at different dealerships were both indoors. My name was nicely displayed with AM wings logo and model in the correct font on a little stand next to the cars which were covered. The salesmen took some photos of myself and Mrs. O before the big reveals, which serve as a nice momento of the day.
A third handover was a part-ex and done at an AM dealer roughly equidistant between myself and the sourcing dealer sight unseen other than photos. No such fanfare this time as he was about an hour and a half late. Oh well, never mind.
From these, I have had a free full day Millbrook experience; a VIP factory visit which included tear-arseing around the Warwickshire countryside in 3 different Astons; a country pub lunch followed by the normal factory visit; personal invitations to various AM Wilmslow events to see their launch of new Vantage, the DB11 BBQ (sausages and burgers, not the car), the DB10 when it was on it's whistle-stop tour (oh how I wished that they'd put that into production), new DBX; free AM mag (before they stopped it), and no doubt a few other bits and pieces that I've forgotten about.
It appears that much of the “ experience” is driven ( pun intended) by dealers and not necessarily by corporate.
My local AM dealer has been great although I didn’t buy the car from them. However, I’ve been invited to multiple driving events, gratis, by my local Porsche dealers even though I have never bought a car from those specific dealers
My local Ferrari dealer invited me to personalized test drives regularly and I’ve also never bought from them
I do feel that being from the US, I am a little spoiled. I expect my cars to be picked up for service and delivered back to my driveway. I expect loaner cars for servicing. Yeah, I even expect coffee, donuts and free chit chat from any “upscalish” dealer. I get birthday greetings from everybody.
I guess I expected some modest thank you from corporate. Maybe a pen, maybe a calendar or notebook. Just some acknowledgement that I even exist and a perfunctory “ welcome to the family”
I’ve received nada… not even junk mail…seems like that’s just how Aston operates and I am not unduly neglected.
Just been curious for the last couple years. Thanks everyone for your input.
My local AM dealer has been great although I didn’t buy the car from them. However, I’ve been invited to multiple driving events, gratis, by my local Porsche dealers even though I have never bought a car from those specific dealers
My local Ferrari dealer invited me to personalized test drives regularly and I’ve also never bought from them
I do feel that being from the US, I am a little spoiled. I expect my cars to be picked up for service and delivered back to my driveway. I expect loaner cars for servicing. Yeah, I even expect coffee, donuts and free chit chat from any “upscalish” dealer. I get birthday greetings from everybody.
I guess I expected some modest thank you from corporate. Maybe a pen, maybe a calendar or notebook. Just some acknowledgement that I even exist and a perfunctory “ welcome to the family”
I’ve received nada… not even junk mail…seems like that’s just how Aston operates and I am not unduly neglected.
Just been curious for the last couple years. Thanks everyone for your input.
alscar said:
I think the lack of a factory visit offer is very much down to the dealer at fault -recent Covid issues aside.
It was offered, but then nothing done to arrange. Tbh, given they’d already messed up (I think forgotten about until reminded, and then not actually been able to properly arrange) some other event tickets they’d also offered as part of the purchase, I formed the impression that they weren’t actually that interested. GreasyHands said:
It appears that much of the “ experience” is driven ( pun intended) by dealers and not necessarily by corporate.
You’ve nailed it with this (and the rest of your post, that I’ve not quoted). AM corporate need to be doing much much more. With Stroll’s focus on consumer goods/branding/luxury positioning, I find it baffling that this doesn’t seem to have happened.That isn’t to say that some dealers won’t be great and go the extra mile, but as a brand aiming to capture serious discretionary expenditure, it seems imprudent to seemingly place all of the responsibility on them.
Agree with LT’s closing comments.
When AP was CEO ( and ignoring any commercial issues ) he would definitely get involved in issues.
This extended to non issues - ie signing renderings of my newly specced car , signing posters for the GT8 club official annual owners meetings etc although again the /my dealer assisted this greatly.
Other than surveys etc I sense and know that nothing else has been forthcoming in recent times from corporate.
When AP was CEO ( and ignoring any commercial issues ) he would definitely get involved in issues.
This extended to non issues - ie signing renderings of my newly specced car , signing posters for the GT8 club official annual owners meetings etc although again the /my dealer assisted this greatly.
Other than surveys etc I sense and know that nothing else has been forthcoming in recent times from corporate.
I would agree, much depends on the dealer in question, their practices and deals they may have on. Obviously AM control what the dealership looks like and certain standards they must meet, but they dont control all the small stuff which can make the difference.
in 2007 bought a 6 month old ex demo Vantage, it was handed over like a new car, came with bottle of bubbly, some free hospitality tickets to LeMans that year and a Millbrook day driving the different models.
In 2010 was invited back to the factory for the Vantage Homecoming event, which was a fantastic day, a factory tour after lunch, and morning spent driving the new V12 and Roadster models. Presented with framed prints of the Vantage. Obviously a marketing event getting owners of +3 year old cars in for a taste of the new models, a very nice way to do it.
In 2015 traded in my first Vantage and collected a 3 year old Roadster, again it was prepared and handed over like a new car, a really nice experience. Not so many freebies this time other than discounted next service.
in 2007 bought a 6 month old ex demo Vantage, it was handed over like a new car, came with bottle of bubbly, some free hospitality tickets to LeMans that year and a Millbrook day driving the different models.
In 2010 was invited back to the factory for the Vantage Homecoming event, which was a fantastic day, a factory tour after lunch, and morning spent driving the new V12 and Roadster models. Presented with framed prints of the Vantage. Obviously a marketing event getting owners of +3 year old cars in for a taste of the new models, a very nice way to do it.
In 2015 traded in my first Vantage and collected a 3 year old Roadster, again it was prepared and handed over like a new car, a really nice experience. Not so many freebies this time other than discounted next service.
alscar said:
Other than surveys etc I sense and know that nothing else has been forthcoming in recent times from corporate.
If corporate have spotted the reduced repeat custom of so many VH owners, perhaps they have given up on that group for the time being.
Then restart the schmoozing again, when new models appear.
As has been said, I think it's mostly down to dealerships. My first encounter with a main dealer was a pick up from airport, view, test drive, return to airport but a car delivered on covered trailer with 300 more miles showing and big ends knocking! Followed by lies, lies and more lies. My second dealer who rectified the car were great, though not that much contact for events etc tbh but good service. Aston Martin Gaydon were fantastic, calls, updates, factory tour and even a free extended warranty for 20 months! I really can not fault AM customer care which is the main reason I'd return to AM (and beautiful cars of course). Now my latest non-Aston car, although I didn't buy from my local dealer, they service it and I've had lot's of invites to events, meetings, new car launch, etc. Go figure. 
I never expect fellatio, just good service.
I never expect fellatio, just good service.
Edited by macdeb on Thursday 19th May 12:51
I had a great experience from AM newcastle with a video of the unveiling of my new to me Vanquish S from under a silk cover then contact a couple of days later. I have also had invites to a couple of track days and drives of AM cars and a private showing of no time to die at the Durham cinema. Can’t praise them highly enough. So for me the Aston experience certainly exists.
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