ASTON MARTIN MANIlA
if not all, mainstream European brands already have a
growing presence in the country.
What was the courtship process with Aston Martin
like? “I am passionate about cars,” says Marc. “I follow
the market closely. I felt that the timing was right to
bring Aston to thePhilippines.” He and Wellington
Soong of Jaguar/Land Rover initiated contact with
Aston Martin headquarters. It goes without saying that
a lot of time and effort were devoted to the pitch. “We
had multiple meetings with Aston Martin and between
partners,” he shares. “We had to come up with a com-
prehensive business model and do thorough market
research before deciding to do it. This decision was
reinforced when I visited the Gaydon Aston factory
and saw the quality and the workmanship that go into
each car. The attention to detail is the most remark-
able thing I’ve ever seen.”
The negotiations took almost a year, with three
strong contenders being considered. Marc recalls that
it was one of the most stringent and comprehensive
processes that he had ever experienced. “My partner
told me that with all his brands, he has never gone
through anything like that. In the end, it is our passion
for the brand that gave us the edge.” Pricing will be
revealed at a later date, but as a rough guide, cars will
range from P 11 million to P 26 million.
Seeing an Aston Martin on our crowded streets
will be an event in itself, but to get to drive one? That’s
something else entirely. And even if only a small group
of people with the means to purchase these machines
will get to enjoy them, it’s a huge deal for car guys like us
that the brand is available here.
Who is the Aston Martin buyer? Spirited drivers will
enjoy the whole Vantage line ( V 8 S, N 430 or V 12 S) and
the Vanquish for their breathtaking performance and
road-handling. The more relaxed drivers will appreciate
the Rapide S or the DB 9. “The nice thing about it is that
all of these drivers can take their Astons to the office
and also enjoy track days on weekends,” assures Marc.
Sales targets are a very conservative 10 to 12 units for
the first year. But what’s important is that Aston Martin
Manila already exists. This is the stuff that keeps car
guys super excited. The arrival of this brand also means
that things are really looking up for the local auto indus-
try. Who knows? We might even catch up to Taiwan.
The sculpted lines and the beautiful shapes of hand-
built Aston Martins are timeless. They are understated
and elegant, with near-perfect proportions. And we can
say with certainty that the Vanquish and the Rapide S
are two of the most awe-inspiring cars we have ever
driven. Both offer pure adrenaline, and how this is deliv-
ered is an art form in itself.
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