Aston Martin open dealerships in China, coincides with Casino Royale

Luxury car maker Aston Martin is opening two showrooms in China, the company's first foray into the country in its 93-year history. The aim is to tap into China's increasing appetite for luxury goods and capitalise on the impact of the film Casino Royale, which featured the recently launched Aston Martin DBS, and was the first James Bond film to be released throughout China - reports the Guardian.

"Aston Martin has been carefully monitoring the growth of the luxury sports car market in China," the company's chief executive, Dr Ulrich Bez, said yesterday. "But it was vital that we found the right partner who not only understood Aston Martin's brand values but also the luxury market."

The company has awarded its China franchise to GruppeM which will open two showrooms, the first in Shanghai and the second in Beijing. Service centres will be opened in both cities. The company currently has 120 dealers in 28 countries.

Aston Martin cars sell in the UK for between £85,000 for the V8 Vantage to £160,000 for the new DBS.

Aston Martin said yesterday that the luxury goods market in China had been worth about £3bn in 2004 and had developed extremely rapidly since then. A spokeswoman for Aston Martin said the company was hoping to sell about 80 cars in China in the first year, rising to 300.

She said an Aston Martin customer was someone who "really enjoys motoring". "Aston Martin is about a choice of luxury goods items; whether it is buying a painting or a boat or an Aston Martin."

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