The launch in Tokyo earlier this month of Aston Martin's DBS marked another step in the extraordinary growth of the venerable British marque. A little over a decade ago the company was on the Ford life-support machine. This year it has produced 7,300 cars - 10 times more than it managed seven years ago when chief executive Ulrich Bez took the reigns. An ex-Ford man (and before that Porsche and Daewoo), the 64-year old German leads Aston Martin from the front.
His welcoming speech in Tokyo was a perfect example of his unique character. Bez did not want to 'share attention' with other manufacturers, so he chose not to display Aston's wares at the Tokyo motor show. Instead, an intimate party was held in Roppongi for 250 key people to say Aston Martin is much more than a motor manufacturer. People don't spend in the region of HK$4 million on cars such as the DBS or Ferrari's 599 to use them as road transport. They do, however, pay that much for a beautifully crafted aluminium and carbon fibre body made by some of the best engineers in the business.
Japan forms a strong part of Aston Martin's push to diversify sales away from its traditional markets. This year the country accounted for 300 cars (almost double 2006 sales) and in the past 18 months two new dealerships have opened. Last month, Aston Martin's new importer for China, Taiwanese businessman Kenny Chen, opened showrooms in Beijing and Shanghai. In Hong Kong MF Jebsen has represented Aston Martin since 2003 and this year sold about 35 cars.
Design is at the core of Aston Martin's offering and Bez spoke of aiming to 'blend craftsmanship with hi-tech'.
Unlike Ferrari's product range which is easy to understand - the V8 engine in the back of the 430, the 12-cylinders in the front of the 599 or 612 Scaglietti - the different Aston Martins have a very similar appearance. There's a significant difference between the 4.3-litre V8 Vantage and the six-litre V12-powered DB9 and DBS. But what makes the DBS HK$1.5 million more expensive than the DB9? 'Just drive it,' says the marque's chief designer Marek Reichmann.
The DBS doesn't hit our streets until next April, Aston Martin Hong Kong says, but I recently tested the car on the quiet roads of southwest France. These are ideal for a car such as the DBS which, while a supercar, has the look of a grand tourer.
The heart of the car is the V12 engine which has been improved for the DBS with a new cylinder head and inlet manifold. It now produces 510 horsepower which is enough to get one into trouble in almost any environment while lacking the wow factor of the 620 horses claimed for the similar-sized motor in Ferrari's 599. The DBS sounds aggressive, but in a more understated way compared to the bark associated with Italian cars.