Aston Martin SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 15413

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


Ultimate luxury and powerful performance



Luxury Cars, Sports Car

Target Group

Targeted towards the elite class of affluent customers


Positioned as a company which  has been delivering value to customers for many years through unmatchable performance & exclusive luxury

SWOT Analysis


1. High brand equity and strong legacy

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

3. Strong engineering & designing team

4. Ultimate luxury & comfort

5. Cutting Edge & innovative technological features

6. Strong presence in racing and motor sports events

7. Strong marketing and branding through advertising


1.Comparitively,  Lesser market penetration

2. Limited product portfolio in emerging economies


1. Expanding automobile market

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

5. Increasing the availability of service and spare parts


1. Increasing fuel costs

2. Competition from other big automobile giants

3. Competitive products offering same level features at a lesser price

4. Product innovations and frugal engineering by competitors



1. Mercedes Benz

2. Porsche

3. Bentley

4. Lexus

5. Audi

6. Maserati

The table above concludes the Aston Martin SWOT analysis along with its marketing and brand parameters.


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