Intent on making a statement at this week’s
Beijing Auto Show
, Aston Martin is unveiling three special edition models in its “Dragon 88” series, aimed specifically at customers in the Chinese market.
Show attendees will see a DBS Volante
, a Virage Coupe
and a V8 Vantage S Coupe
done up in Dragon 88 trim. Each car will feature bespoke details that “celebrate the mystical qualities of the dragon symbol,” in Aston Martin speak, including 24-karat gold plated badging, gold-stitched dragon headrests and gold interior accents.
Only 88 of these special edition cars, meant to represent the personalization opportunities available to Aston Martin customers, will be built. In the words of Aston Martin CEO Ulrich Bez, “The stunning Dragon 88 sports cars... reflect the design flair and technical excellence of the luxurious Aston Martin brand.”
They also reflect the importance of the Chinese market to Aston Martin, which will open 11 new dealerships throughout China in 2012, bringing the total count to 20.
Aston Martin’s global sales director, Andy Gawthorpe, addressed the opportunity by saying, “With the new limited edition Dragon 88s, our ‘Q by Aston Martin’ bespoke service and the massive expansion of our sales network, China is on course to become Aston Martin’s third biggest market.”
The Q by Aston Martin
that Gawthorpe refers to is a range of bespoke personalization options available to Aston Martin buyers. To demonstrate the possibilities, Aston Martin has built a Q-modified Rapide for Beijing, inspired by the Ming dynasty.
The car features Ming Blue paint; “glacial” wings and side strakes; walnut trunk and door inserts and Falcon Grey and Metallic Bronze leather, adorned with Ming-inspired embroidery.
Aston Martin’s predicted growth in China assumes that the Chinese economy keeps expanding at its current rate, and that Chinese customers are able to maintain their seemingly insatiable appetites for luxury goods. We’re not economists, but experience has taught us this: every well, no matter how deep, has a bottom.