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Aston Martin launches in S. Korea

March 20, 2015
(NEWSis)

Aston Martin said it plans to introduce 11 models to South Korea, whose prices would range from 168 million won (US$149,600) to 399 million won, in a bid to provide diverse options for customers. (NEWSis)

By Koh Byung-joon

SEOUL, March 20 (Yonhap) — Aston Martin, a British supercar brand known for its role in James Bond movies, launched in South Korea on Friday, adding to the intense competition in the country’s growing luxury sports and supercar market.

Kiheung International, which also imports Harley Davidson, was designated as the authorized dealer and importer of Aston Martin, which announced the start of sales of such car models as DB and Vanquish.

“I am very much convinced that Aston Martin has offered the right thing in Korea, who do love special and who do love design and emotional products, and this is what Aston Martin is all about,” Dr. Ulrich Bez, chairman of Aston Marin, told reporters in a media event at the British Embassy in Seoul.

“Our design and our engineering differentiate us from others. It is very personal, it is very balanced, and it is enjoyable for all kinds of people, not just extreme racers but also those who enjoy softness in its driving because Aston Martin is very balanced cars,” he said.

Established in 1913, Aston Martin is famed as the cars featured in James Bond movies. It has sold about 70,000 units of its vehicles across the world, targeting a highly exclusive customer base.

Its launch in South Korea is expected to heat up competition in the supercar market, where Ferrari, Maserati and other brands are already strengthening their presence. Maserati sold 723 vehicles last year in South Korea, a 469 percent jump from 2013.

Aston Martin said it plans to introduce 11 models to South Korea, whose prices would range from 168 million won (US$149,600) to 399 million won, in a bid to provide diverse options for customers. It, however, did not state this year’s local sales target.

“Korea is a very, very interesting market … I see a steady growth, of course, through the future because when we offer the service through a dealer partner, we will grow our customer base here that will multiply year by year,” said Patrick Nilsson, Asia Pacific regional director of Aston Martin.

“We are going to sell as many cars as possible, and that is what a manufacturer would say, but we will do it the right way.”

Aston Martin plans to open its showroom and service center in mid-April in Banpo, southern Seoul, to provide a one-stop service for consulting, sales and maintenance.

“We want to bring the soul of Aston Martin to Seoul rather than the car itself. Not just selling the car, we will seek to introduce the British luxury to Korea,” said Lee Kei-woong, CEO of Kiheung International.