Aston Martin aims to boost its market share in the U.S. and Japan to mitigate against any risks from Brexit which could add costs and delays to sales to the European Union.
Around 20 percent of the brand's top-end cars are currently exported to the United States whilst 15 percent are sold to the European Union, with whom unfettered tariff-free trade is at risk depending on the outcome of Brexit talks. Aston Martin CEO Andy Palmer said the carmaker has ploughed resources into boosting demand in the world's biggest economy since the June 23 Brexit vote last year.
Palmer said that they decided to invest money in marketing in the U.S, They were also trying to give a push in the U.S. to increase our market share there, increase their volumes there, and therefore decrease their reliance on Europe. He also added that to some extent, that would be true also of Japan.
