Aston Martin SWOT Analysis, USP & Competitors

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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

Aston Martin STP


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

Aston Martin 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

Aston Martin Competition


1. Mercedes Benz

2. Porsche

3. Bentley

4. Lexus

5. Audi

6. 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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