"Korea has the potential to grow the fastest in the Asia-Pacific. The luxury car industry is firmly established, and many related brands have already entered, so for Aston Martin it is a matter of increasing market share. Within the next few years, Korea will become Aston Martin's No. 2 or No. 3 market in the Asia-Pacific."
Neil Hughes, Aston Martin's head of product, said this in an interview with ChosunBiz and others at the Aston Martin Seoul showroom in Gangnam-gu, Seoul, on the 24th, saying, "In recent years, growth in the Korean market has fallen short of what Aston Martin initially expected, but we see potential going forward." Hughes, an auto expert who worked at General Motors (GM), Jaguar Land Rover (JLR) and Bentley, has overseen Aston Martin's product management for 11 years and has been responsible for strategy across all models.
So far, Aston Martin's sales in Korea have been somewhat sluggish compared with rivals. According to Kaizuyu Data Research Institute, Aston Martin sold a total of 64 vehicles from January to July this year. That is markedly lower than Lamborghini (276), Bentley (263), Ferrari (133) and Rolls-Royce (98). However, after selling only 25 vehicles in 2024, Aston Martin rebounded to 64 last year, up 156%, laying the groundwork for a recovery. At this rate, sales this year are also expected to surpass last year's.
To boost growth in Korea, Aston Martin decided to aggressively roll out new models. On the 24th it unveiled three high-performance "S" lineup models: ▲ the super sport utility vehicle (SUV) "DBX S," ▲ the sports car "Vantage S," and ▲ the super tourer "DB12 S." These models deliver 680 to 727 horsepower from a 4.0L V8 twin-turbo engine. Agility, responsiveness and body control have been significantly improved over the base models.
The target customers for the S lineup are those who seek "quiet luxury." Hughes said, "While Bentley and Rolls-Royce focus absolutely on luxury, Aston Martin is the only brand that, based on more than 100 years of motorsports history, satisfies expectations for both luxury and performance," adding, "Rather than consumers who value the 'getting-out' moment like Lamborghini or Rolls-Royce, Aston Martin's main customers are those who are confident yet look for quiet luxury."
He added, "Recently the auto market has reached a technological turning point to the extent of achieving 1,200 horsepower, but sometimes that much power creates an uncomfortably excessive driving experience," and "Aston Martin can deliver a more immersive performance than other brands, and the S lineup will meet the needs of customers who prioritize a dynamic driving experience."
He also signaled additional new models. Hughes said, "Within three to six months, very interesting new products that are highly suited to the Korean market will be launched," adding, "They will be products with an even greater focus on the needs of Korean customers." He emphasized, "Aston Martin will offer customers a wide-ranging product portfolio from ultra luxury to ultra performance to provide greater choice."
However, it appears that introducing the "Vanquish," which delivers up to 835 horsepower with a V12 engine, will be difficult in Korea for the time being. Hughes said, "I really want to launch the V12 engine and the Vanquish in the Korean market, but we face several legal hurdles," adding, "Korea is the most strict and demanding country in the world."
Even so, Hughes said, "We are well aware that V12 large-displacement engines are particularly competitive in the Korean market," adding, "We are exploring various ways to meet those (legal) requirements."