Bringing Bond to Malaysia

Aston Martin's Asia Pacific Regional Director Dr Matthew Bennett discusses:

- Reasons for entry - Malaysia;
- Whether late to the game;
- JV with Berjaya;
- Addressable market;
- Market data - research;
- Sales approach - Asia generally;
- Targets - Malaysia;
- Aston making far fewer cars than its peak in 2007 - issues;
- Brand competition - rolls/Bentley/Ferrari etc - sales positioning;
- Worldwide numbers - weak -- bad News In Home Market - Almost Non-existent in US - issues;
- ‘Bond Factor’?;
- Malaysia: grey importers - huge competition - cannibalism - price comparison - issues;
- Sales and service support - investments - capex - ability - fees;
- Depreciation / residual values - issues;
- Brand equity;
- AP system - allocation - role of politics.