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Aston Martin SWOT Analysis

Published by MBA Skool Team in Automobiles category Last Updated: March 23, 2024Read time:

Here is a detailed SWOT analysis of Aston Martin covering strengths, weaknesses, opportunities and threats.

Aston Martin Strengths

  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

Above are the strengths in the SWOT Analysis of Aston Martin. The strengths of Aston Martin looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Aston Martin Weaknesses

  1. Comparitively, lesser market penetration
  2. Limited product portfolio of Aston Martin cars in emerging economies

These were the weaknesses in the Aston Martin SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Aston Martin Opportunities

  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

Above we covered the opportunities in Aston Martin SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Aston Martin Threats

  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

The threats in the SWOT Analysis of Aston Martin are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Aston Martin SWOT analysis.

About Aston Martin

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Aston Martin Overview
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 Market

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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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