Aston Martin SWOT Analysis, Competitors & USP

Posted in Automobiles, Total Reads: 18534

SWOT Analysis of Aston Martin with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Aston Martin

Parent Company

Aston Martin


Sports Car



Tagline/ Slogan

Power, Beauty & Soul


Aston Martin offers ultimate luxury and powerful performance

Aston Martin STP


Luxury Cars, Sports Car

Target Group

Targeted towards the elite class of affluent customers


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


Below is the Strengths, Weaknesses, Opportunities & Threats (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


1. Comparitively, lesser market penetration

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


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


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 10 main Aston Martin competitors :

1. BMW

2. Audi

3. Mercedes Benz

4. Ferrari

5. Jaguar

6. Porsche

7. Bentley

8. Lamborghini

9. Lexus

10. Maserati

The brandguide table above concludes the Aston Martin SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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