[high-end dialogue] Speaking of aston martin, youThere must be a Bond-style figure in the James Bond movie, whose suit is elegant and elegant, and his gestures reveal unusual stability and wisdom. This setting mainly comes from ian fleming, the author of 007 series novels. In the original book, 007 chose a DB4 that was on sale at that time, but in the subsequent films, DB5 and Bond became indissoluble bonds. So far, aston martin, as the "bond girl" who has set off Bond for the longest time, has almost become an organic whole with aston martin in nearly half.
Peng Mingshan and aston martin Laguna China are a steady and wise Chinese. Since taking over Aston Martin Laguna (China) in 2015, we have seen a more active aston martin. From DB11 to DB11 Volante to the brand-new Vantage, aston martin’s product line has been updated faster than other top luxury brands. At the same time, its excellent sales performance makes people feel that it is different from before. It is no longer silent, and it is no longer an unknown minority luxury. Only one person knows about the changes, and that is Peng Mingshan. We take this opportunity to show you how this century-old gentleman has integrated into the contemporary society.
● You need to get to know this gentleman again-aston martin.
007 and aston martin complement each other to create a gentleman’s side in aston martin, which is rare among top luxury brands. However, with the changes in consumer groups, more and more car owners hope that their cars can show more personality or performance. Compared with other competing products, aston martin’s traditional style seems to be too conservative, and its models do not have too obvious personality differences. Peng Mingshan decided to change all this. In 2017, he put forward a new brand proposition-only beauty.
"’Wei’ means pursuit. We want to pursue something beautiful, including the process of our production, and build each car with craftsmanship or by hand." Peng Mingshan explained, "and’ beauty’ is to maintain the beauty of this appearance, interior, macro, micro and golden section, and compromise other things." Aston martin’s philosophy of beauty only reminds me of aestheticism, which advocates that the philosophy of art should be independent of all philosophies, and art can only be judged by its own standards, which also perfectly explains the main style of aston martin in the new era.
Peng Mingshan admits that aston martin once introduced the car Little Swan, a product based on IQ, but in his view, it seems to be a car born without continuous product strategy at all, even out of the brand idea of aston martin. In order to keep the essence of the brand, Peng Mingshan has made a separate positioning for each brand-new aston martin.
After several years of brand "trough", the birth seems to indicate that this century-old gentleman is rejuvenating. As the successor of DB series, Peng Mingshan’s team defined it as-gentry and extraordinary. "Being gentry and extraordinary is a very good positioning, representing its gentleman, and extraordinary represents its performance." In a word, Peng Mingshan explained the DB11 product very well, which inherited the elegant features of aston martin family, decorated with classic British Brock patterns, and the DB series products with mediocre performance before really showed extraordinary strength in this generation of products.
Another latest aston martin, the new generation Vantage, which is launched in the world, defines the product as "unruly" and takes it from the idiom "unruly" in China. Jie was the last monarch of the Xia Dynasty in China, and he was a tyrant. As the name implies, Jie was hard to tame, with a violent personality and hard to tame, and the new generation of Vantage turned to the other extreme aston martin. Compared with the previous generation products, the new generation Vantage is clearly defined as a track weapon. Although it is smaller than the elegant and extraordinary DB11, it sacrifices some comfort and practicality, but gains a more powerful track driving experience. For example, the V8 and frame-type all-aluminum body are used to control the weight at 1530kg. At the same time, in order to achieve a balanced counterweight of 50:50, the engine of the new generation Vantage is arranged as far as possible, and the gearbox is placed at the rear of the car. This is a pure aston martin built for driving.
Careful friends who are "gentry but uncommon" and "unruly" may think that DB11 and the new generation of Vantage are completely different personalities, which seems to have never appeared in the first 100 years, which is exactly what Peng Mingshan expected. "We have to find two attributes, otherwise you will have to pull the customers who bought DB11 to buy Vantage. This is not my purpose. I have to find new customers." The track has become the second attribute of aston martin, and we can say that this is a great return.
Before 007 was bound to aston martin as a gentleman, aston martin, as a century-old brand, was also racing in Europe. In 1928, it participated for the first time, and International Racing ranked third with 82 laps. In 1935, it won the 24 Hours of Le Mans. It can be said that the blood of sports has been flowing in the connotation of aston martin, and now aston martin will return to the track with its brand in the new era.
Peng Mingshan said, it is hard to imagine how a brand can survive for more than 100 years without competition culture. The latest AMR brand launched in aston martin is the abbreviation of Aston Martin Race. Officially, it is an exclusive brand focusing on high performance and sports. In the future, every aston martin will launch AMR version, and the latest one is DB11 AMR. In addition, in the Le Mans stage of 2018 WEC 24 Hours, which will be unveiled this week, aston martin will launch the latest racing model-Vantage GTE on this oldest track.
Aston martin is no longer static, and no longer sticks to the gentle gentleman style, but shows the male desire to conquer everything behind the gentleman, which is called a double-faced gentleman.
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