Aston Martin continues its ultra-luxury sales strategy and investment in customer experience with the opening of a new landmark store in Tokyo, the world's most exclusive luxury centre.
Following the opening of its first global flagship store, Q New York, in 2023, Aston Martin today opened its new state-of-the-art showroom, Aston Martin Ginza, in Tokyo's luxury hotel, The Peninsula Tokyo.
Aston Martin Ginza is Aston Martin's first showroom in Asia and is the perfect reflection of the brand's redefined corporate identity as an ultra-luxury brand. Spanning 324 sq m (approximately 98 sq ft) over two floors, the showroom features three of Aston Martin's flagship models, a large digital media wall and a customer lounge. It is designed to allow customers to dream of their 'personalised Aston Martin'.
The opening of the ultra-luxury showroom is part of Aston Martin's expansion strategy in Japan and is designed to capitalise on the growing demand for Aston Martin in recent years. Interest in Aston Martin in Japan is based on strong local interest in the brand's next generation sports cars, including the DBX707, DB12 and the new Vantage.
"We are delighted to open a new sales opportunity with our new showroom at The Peninsula Tokyo, a five-star luxury hotel in one of the world's most important luxury centres and a city that is set to be the number one destination for new Aston Martin sales in 2023," said Marco Mattiacci, Global Chief Brand and Commercial Officer, Aston Martin, "Like our first flagship store, Q New York, this latest showroom highlights the investment we are making in our ultra-luxury sales and customer experience strategy, with plans to open more flagship stores and showrooms across our sales network."
"Given the local strength of the store and Aston Martin's strong penetration of the luxury market, Tokyo has tremendous growth potential, and we are committed to sharing our passion for the Aston Martin brand with the people of Japan, with the aim of delivering the best customer experience in the luxury sector."
Building on the recent rise of the personalisation trend in the luxury market and the success of Q New York, Aston Martin Ginza will bring the culmination of the 'Q by Aston Martin' personalisation service to Japan. Customers in Tokyo will find a haven to create their 'personalised Aston Martin' at Aston Martin Ginza.
Q by Aston Martin has enjoyed unprecedented success, with global growth of 361 TP3T in 2023. This was driven by the introduction of limited edition models such as the iconic DBR22, the phenomenal DBS770 Ultimate and ground-breaking Valkyrie and Valour, as well as embracing the personalisation trend within the luxury market.
Tokyo's most famous commercial district, Ginza, is the centre of major commercial establishments and luxury flagship stores. It is also one of Tokyo's wealthiest and most historic neighbourhoods, home to many successful long-established businesses and world-famous Kabuki theatres.
"Aston Martin offers an incredible range of market-leading products and we see great potential with our loyal customer base in Japan, and we look forward to capitalising on the opportunities presented by Aston Martin Ginza's location in Tokyo's prime luxury hub," said Ken Arai, President of GRAZ Automotive Holdings, the company that operates Aston Martin Ginza. "With our customers at the heart of our dealership operations, we look forward to welcoming them to Aston Martin Ginza."
The Peninsula Tokyo, meanwhile, is located in the Marunouchi neighbourhood adjacent to the entrance to Ginza, facing the Imperial Palace and Hibiya Park. It has been awarded five stars in the Forbes Travel Guide hotel category for nine consecutive years.
"We are delighted to welcome British ultra-luxury brand Aston Martin to The Peninsula Tokyo in Ginza and are honoured to be part of the moment when Japan's tradition and modernity are fascinatingly blended," said Mark J. Choon, Managing Director of The Peninsula Tokyo. "We look forward to welcoming Aston Martin owners to the Peninsula's historic service."
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