Aston Martin CEO Andy Palmer’s visit to Canada to unveil the AM-RB 001 at the Canadian International AutoShow was strategic in another sense: the boom of the ultra-luxury automotive market in Canada’s major urban centres has captured his attention.
“It’s quite a bullish market, and I anticipate that it will grow as a total industry,” he said. “One of the interests of being here is to stimulate the market and stimulate our sales partner in Canada.
“That luxury segment will grow, at least as far as I look at the macroeconomics. And Aston’s position within that should grow.”
For his part, Kam Movassaghi, sales specialist at Toronto-based high-end automotive dealer Grand Touring Automobiles, says that he sees Palmer’s visit as important and encouraging for lifting the profile of the Aston Martin brand in Canada.
“It brings brand recognition,” Movassaghi said. “I think Aston Martin needs a lot of brand recognition in North America. The brand is not very known. They’re very exclusive. They don’t advertise; they don’t do billboards.
“When you’re on the front page of every newspaper and people write about it, Andy’s visit helps for the brand to get on the map.”
Palmer echoed this need for improved awareness of the brand in the North American market when he addressed the attendees at the first Automotive News Canada Congress held in conjunction with the Toronto auto show.
Aston is “a little bit like cricket,” he said. “When you’re an English guy, you learn cricket by osmosis. For me, Aston was a little bit like that. “We will have to go forth and explain cricket to Americans and explain the saliency of the brand.”