Cars are indeed used for traveling but it doesn’t automatically qualify the carmakers to move into travel industry. But that’s exactly what Aston Martin, the renowned British luxury sports car manufacturer has done. They have diversified into the development of international luxury destinations. It is not a very natural choice of business for them but it is definitely a wise decision on their part. This diversification move will release the pressure from Aston Martin to generate volumes to maintain profitability.
Aston Martin has decided to create a worldwide portfolio of luxury destinations that will include villas, apartments, residences, hotels and sports clubs. They would develop these destinations comprehensively with all the accompanying exclusive leisure facilities. Aston Martin is proud of the three core elements that define the brand – power, beauty and soul. They will take care to keep these elements in mind while developing the destinations. Each development will be totally unique and will fully leverage the natural beauty of the sites. The properties will be developed to tap the popular leisure markets like Marina, Beach, Ski, Golf and Polo. They are aiming for the top of the luxury travel industry.
Aston Martin has commissioned First Logic to identify suitable locations that can cater to the leisure market and where development consistent with Aston Martin standards can take place. Alvaro Hidalgo of First Logic is quite excited about the project. He is impressed by the inherent beauty of Aston Martin. He is confident that the car maker’s expertise in design and their ability to combine aesthetics with functionality will make the Aston Martin resorts and destinations unique. The locations will have varied natural beauty which combined with high caliber development will provide the traveler with the ultimate luxury experience.