British carmarker Aston Martin bets big on Saudi Arabia

British luxury sports-car maker Aston Martin is planning to introduce new brands in Saudi Arabia such as crossover DBX, Arab News reported, citing a senior company executive.

“Saudi Arabia has more opportunity for us. Because of the sheer weight of wealthy individuals it means there are more people who will buy our cars there. Saudi Arabia is big on collectors’ cars, like our Vulcan, and the other beautiful cars we produce like Vanquish and DBS. But we need to grow the brand,” said Dan Balmer, president, Aston Martin Lagonda Middle East, North Africa & Turkey.

“We need to do an education job in Saudi Arabia, both in terms of what Aston stands for in the market and the new products as well. I think Saudis will go for the idea of DBX, and that’s where the key focus will be for us.”

Aston Martin has been operating in the Kingdom through its partner the Hajji Husein Alireza Group with showrooms in Jeddah and Riyadh. A new one will open soon in Alkhobar, the report said.

While Saudi nationals buy Rolls-Royce in big numbers and are "more conservative" than the UAE in terms of colors and models, Balmer said there is potentially a far bigger market among Saudi nationals than Emiratis.

“Rolls customers know their cars too, and might have an Aston in the garage as well, but they’re buying a Rolls-Royce as more a statement purpose — for business use, or a reward in life. An Aston is more a purchase of emotion and desire,” he added.