Aston Martin is 107 years old, and one of the world’s most iconic car brands. Marek Reichman, the auto manufacturer's chief creative officer, discusses Bond, and working with David Martin of Fantasy to modernise the company's operating systems, while preserving the integrity of the legendary Aston Martin design and driving experience.
On Aston Martin's plan for autonomous luxury
We are exploring how we learn from autonomous driving. The autonomous car could potentially drive faster than you would usually do.
On autonomous car production
We are changing the pathway. In automotive terms it’s really quick: we are looking to 18months - 2yrs time when you will see all that work that we have been working on.
On pain points:
The pain points (for autonomous cars) are ‘packaging’ - designing screens within the interior. There’s still an Aston Martin there including the future screens and UI designs.
On Aston Martin consumers
We have to look to the consumer of our future and still keep everyone happy.
I would always describe our cars as elegant and powerful never aggressive. It’s about beauty. US & UK were 95% male - but in China for younger audiences it is 60/40 male/female.
You can’t really put a price tag on our partnership with Bond. It’s a priceless relationship. It has become part of our culture.
On the iconic Aston Martin
98% of the cars that we produced are still existing - as collector items.
Maybe with an Aston Martin you can do a little bit of a digital detox. The love of driving and the love of ownership.