Friday, December 2, 2016

"Now You Can Cruise Up To Your Aston Martin Condo In Your Aston Martin Powerboat"

From Forbes:
Now the 99-plus percent can do more than envy the owners of Aston Martin cars. We can envy the owner of Aston Martin powerboats, condos, and clothing.

The British brand synonymous with automotive opulence is in the midst of a huge spasm of brand extension as it seeks to create an Aston Martin "lifestyle" across all sorts of haute categories.
Rebecca Robins, global director of Interbrand, the global branding consultancy based in New York, told me that Aston Martin is among luxury businesses that "are acutely aware of the shift in what we value and why, in an economy that's revolving less around what we own and more around what we share and experience."

So in addition to fine Aston Martin automobiles that may have been inspired by James Bond, these days there's also an Aston Martin "design masterclass" about how the company fashions the cars, ice-driving outings in snowy climes, Aston Martin Residences high above the Miami River, 37-foot Aston Martin powerboats, and a new range of "luxurious clothing" with U.K. menswear retailer Hackett that "reflects the coming together of two stylish brands.

The London-based brand also just revealed a "portfolio of experiences" that it will offer in 2017 by its Art of Living program, which takes customers beyond sports cars and provides them with "the opportunity to live the brand's lifestyle," as the company puts it...

Who on earth are they marketing this to?
Oh wait the boat does look sharp:

Sort of a Chris-Craft throwback, what with the wood decking, but powered at 1040 bhp.
For a 12 meter long boat?

Here's Quintessence Yachts AM37 page.