Moving a purely automotive brand into being a true luxury lifestyle brand through product, services, and mono-branded retail concepts.

Process:

Created a strategy to provide a wide range of products from best-in class partners which would appeal to a range of consumers including the uber-rich, car owners, aspirers and fans of both the luxury car and racing brands across the globe. This involved creating sub-brands at varying price-points (One-77, Aston Martin racing) to appeal to a range of consumers without devaluing the core brand, and finding partners to execute product aligned with this aim.