Aston Martin’s Singapore rebirth

Singapore — When it comes to launching upper-crust, desirable cars here, being able to see the product just isn’t enough. Being able to see the product before everyone else does though, has a nice ring to it.

That is exactly what Aston Martin gave those in attendance at the launch event for the new DB11 sports car, held on March 1, at the brand’s showroom on Leng Kee Road.

The car enjoyed a simultaneous global debut in two cities — Singapore and Geneva — the latter hosting the 86th iteration of its motor show. Technically though, Singapore had a sneak preview event of the car even earlier in the day, making Aston Martin’s guests here the first to see the car in the metal.

Given the inevitable fact that photos of the car leaked before either debut, it might not seem like a big deal, but it makes a lot of sense for the British car brand.

STATEMENT OF INTENT

With Singapore’s status as one of Asia’s most-observed and trend-leading markets for desirable machines, it’s actually good business sense. Other luxury car brands, like Ferrari and Lamborghini, have been known to offer exclusive customer previews, but none with the cachet of a global debut.

It also highlights the fact that Aston Martin has serious intentions about not only surviving, but flourishing. The brand appointed a new dealer in Singapore, the multi-brand distributorship group Wearnes Automotive, in a move that should see its sales boosted, at least in Singapore, in the long term.

Aston Martin is also a relative rarity in this age, a small sports car maker that’s profitable, but not owned by a larger automobile conglomerate.

As a result, it possesses uniqueness, a key asset in a luxury product, but also means some of its technology is ageing due to the lack of a colossal research and development budget. Its VH platform architecture is now more than 12 years old — very old by modern car standards.

BRAND LYNCHPIN

The DB11 could be the brand’s make-or-break model: It introduces an updated platform made of bonded aluminium and a new, 600bhp 5.2-litre twin-turbo V12 engine, both of which will be the basis for the next generation of Aston Martin’s cars.

Astons have also traditionally lacked polished convenience and entertainment features — these get some much needed technical fairy dust thanks to a deal with Daimler AG. The latter, Mercedes-Benz’s parent company, will provide infotainment, electrical and cabin components.

CEO Andy Palmer said: “We’ve (ensured the) DB11 combines both exceptional design with the latest technology throughout.

“A brand new bonded-aluminium platform, clever aerodynamics, a new characterful twin-turbo V12 and class-leading infotainment systems are just a few aspects which make this the sports car that will proudly spearhead Aston Martin’s second century plan.”

The DB11 is Aston’s attempt to prove it can do more with less and run with the big boys. In that aspect, the smaller of its simultaneous debut locations might prove prophetic.