Aston Martin SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 27, 2020

SWOT analysis of Aston Martin analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Aston Martin SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Aston Martin to benchmark its business & performance as compared to the competitors and industry. As of 2020, Aston Martin is one of the leading brands in the automobiles sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Aston Martin competitors and includes Aston Martin target market, segmentation, positioning & Unique Selling Proposition (USP).

Aston Martin SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Aston Martin Brand Analysis
Parent Company

Aston Martin


Sports Car



Tagline/ Slogan

Power, Beauty & Soul


Aston Martin offers ultimate luxury and powerful performance

Aston Martin STP
Aston Martin Segmentation

Luxury Cars, Sports Car

Aston Martin Target Market

Targeted towards the elite class of affluent customers

Aston Martin Positioning

Aston Martin is positioned as a company which  has been delivering value to customers for many years through unmatchable performance & exclusive luxury

Aston Martin SWOT Analysis
Aston Martin Strengths

Below are the Strengths in the SWOT Analysis of Aston Martin:

1. Aston Martin has a high brand equity and strong legacy

2. Rich historical heritage and values leading to strong customer connect

3. Strong engineering & designing team of Aston Martin ensures a stylish & powerful range of cars

4. Ultimate luxury & comfort through its cars as well as services

5. Cutting Edge & innovative technological features

6. Strong presence of Aston Martin in racing and motor sports events

7. Strong marketing and branding through advertising

Aston Martin Weaknesses

Here are the weaknesses in the Aston Martin SWOT Analysis:

1. Comparitively, lesser market penetration

2. Limited product portfolio of Aston Martin cars in emerging economies

Aston Martin Opportunities

Following are the Opportunities in Aston Martin SWOT Analysis:

1. Expanding automobile market can be tapped by Aston Martin

2. The historical values and heritage can be leveraged to acquire new customers

3. Increase market penetration through extensive distribution and increased promotion

4. Attract more customers through competitive pricing

Aston Martin Threats

The threats in the SWOT Analysis of Aston Martin are as mentioned:

1. Increasing fuel costs & strict government policies & taxes can affect Aston Martin sales

2. Competition from other big automobile giants

3. Product innovations and frugal engineering by competitors

Aston Martin Competition

Below are the top 10 Aston Martin competitors:

1. BMW

2. Audi

3. Mercedes Benz

4. Ferrari

5. Jaguar

6. Porsche

7. Bentley

8. Lamborghini

9. Lexus

10. Maserati

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Aston Martin. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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