"How do we educate young Chinese consumers about our brand? Marek Reichman, Aston Martin's executive vice president and chief creative officer, said in an interview on April 19.
On this day, the F1 Chinese Grand Prix was held in Shanghai as scheduled.
Marek Reichman said: "The F1 audience is getting younger and younger, from 12 to 14 years old, and children are starting to get into F1 and dream of becoming the drivers of the future. And those young people from 16 to 23 years old are interested in racing, and they also show a strong interest in the car brands that participate in the race. Therefore, with F1, we are able to effectively appeal to a younger audience and convey the unique charm of our brand. "As an ultra-luxury sports car brand with 111 years of track DNA, Aston Martin's pursuit of extreme driving is highly compatible with the competitive spirit of Formula 1.
During the F1 China Grand Prix, Aston Martin will create a unique F1 racing space in the Harrods Tea Room at HKRI Taikoo Huicha Mansion in Shanghai.
Andy Haslam, President of Aston Martin Greater China, said: "Aston Martin and Harrods are two British luxury brands with a rich heritage of nearly 300 years, and we are committed to bringing innovation, craftsmanship and experience to our customers in China. This is the first time in five years that the Formula 1 Grand Prix is back in Shanghai, and we have chosen to partner with Harrods at this historic moment, not only to bring consumers the purest British luxury lifestyle experience, but also to take the opportunity to officially present the latest masterpiece of Aston Martin's iconic car line, the all-new Vantage. ”
图|全新AMR24、全新Vantage跑车与全新Vantage GT3赛车共同亮相
How the new generation of Vantage is "unleashing the true driver spirit"
As Aston Martin's masterpiece for real drivers and a high-performance sports car that has been the Formula 1 safety car for four consecutive years, the new generation Vantage is not only a digital leap in performance, but also a true driver experience.
"There are a lot of changes to the new Vantage. Marek Reichman said. "This car is more focused on the feeling of driving and handling. ”
The all-new Vantage is built for real drivers
He emphasised that the new Vantage is 30mm wider front and rear and has a larger front face, secondly, the new Vantage has more horsepower at 660 hp and has improved cooling performance due to the greater air flow required for engine and braking cooling, and thirdly, the new Vantage has changed the position of the lights, which are more forward-facing for better visual performance when viewed from the side, further adding to the car's "muscular feel". "The reason why we say that this car is more powerful and is designed for real drivers is that it has a '2+0' seat set-up with only two seats, which fully demonstrates its positioning as a pure performance car and sports car. ”
In order to achieve both the on-road and on-track experience, the new Vantage uses the same chassis system as the new GT3 series, which is why it is a F1 safety car. Marek Reichman said: "Many of the exterior design changes are designed to improve the performance of the vehicle. Similarly, the interior of the car has been upgraded to provide the driver with a better handling feel and a more comfortable driving space. In response to the fact that elbow space can be limited at high speeds, we have optimized the design to provide the driver with better agility and driving experience. ”
For the first time, the seats feature a lightweight carbon fibre construction, which reduces weight and further improves performance. These changes result in the best power-to-weight ratio in its range. The performance of this car surpasses that of its predecessor, and it also becomes the best in its class in terms of power and weight ratio. In addition, the all-new Vantage is equipped with a new UX+ UI interface, hoping to bring a better intelligent driving experience to drivers.
"The driver of this model will be more competitive, and the image of the owner will be different. "Our target consumers may change, but it doesn't mean that we will give up some potential consumers, on the contrary, we hope to attract more consumers through product upgrades." If you experience it, it's a very, very different car. ”
Infect consumers with a thick brand history
"I think consumers, whether they're young, middle-aged or older, they like a sense of heritage, especially in the ultra-luxury segment. The depth of the brand's intrinsic heritage is appealing to consumers. If you look at the groups that buy haute couture, you will see that they are very young, even the customers of Chanel, Balenciaga, Louis Vuitton. These brands have a long and deep history, sometimes as long as a hundred years. Marek Reekman said in an interview, "Sending a stronger message through brand history can help us better engage consumers." ”
Aston Martin has partnered with Harrods, the world's most renowned flagship department store, to launch a series of co-branded activities at The Harrods Tea Rooms in Shanghai, with the theme of "Racing Meets British Elegance", which is a way to convey the brand's message to more consumers.
From 15 April to 12 May, shoppers will be able to immerse themselves in the traditional British Afternoon Tea in an Aston Martin-themed setting, with the "Racing Meets British Elegance" afternoon tea set co-branded by Aston Martin and Harrods Tea House Shanghai, which presents the menu and brand history in the form of a newspaper, cleverly recreating the tradition of the British elite reading newspapers while enjoying afternoon tea.
Aston Martin DB5 and Harold "Racing Bear"
Continuing the timeless history of Harrods Tea Room in London, England, Harrods Tea Room uses seasonal ingredients to design menus and serve refreshments on a three-tiered porcelain tray. Accompanied by melodious music, guests can enjoy a traditional English afternoon tea in a bottom-up, salty to sweet order, allowing their taste buds to savor the different layers of savoury desserts. The appetizer caviar packaging features Aston Martin's newly unveiled Vantage parked in front of the Cha Mansion where the Harrods Tea Room is located. The most eye-catching dessert on the menu, "Racing Bear", combines Aston Martin's iconic colour palette and checkered flag symbolizing the finish line with Harold's iconic bear image, interpreting British elegance and racing spirit, as well as the ultimate luxury living experience created by Aston Martin and Harold.
Photo: Aston Martin and Harrods Tea Room Shanghai jointly launched the "Racing Meets British Elegance" afternoon tea
The crossover event between Aston Martin and Harrods in China is not only a reflection of the two companies as a century-old British brand, but also the ultimate blend of racing passion and British elegance.
In the future, Aston Martin will continue to cultivate the Chinese market, showcase its excellent quality and unique charm in more innovative ways, inject new vitality into China's ultra-luxury car market, and share the luxury and passion of Britain with more Chinese consumers.