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Aston Martin Lagonda Global Holding

Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis

HomeSWOT AnalysisAutomotiveAston Martin Lagonda Global Holding


This study on Aston Martin Lagonda Global Holding is part of our extensive coverage of the 10,000 largest companies in the world. We strive to keep the content as up-to-date as possible by producing and updating it on an accelerated schedule.

Only Premium members have full access to this study on Aston Martin Lagonda Global Holding. This includes the SWOT analysis, PESTLE, 5C analysis, CATWOE, Porters Five Forces, MOST analysis and a myriad of additional high value sections.

We identify potential new products and services, forecast future market trends, and prognosticate synergies between Aston Martin Lagonda Global Holding and other organisations, apart from the sections driven by analysis.

Company Description

Aston Martin Lagonda Global Holding is headquartered in Gaydon, Warwickshire, England and was founded in 1913. The company's main products and services are luxury cars, including the DBX, Vantage, and DBS Superleggera models, as well as parts and accessories for the vehicles. Aston Martin Lagonda serves a global market, with a presence in more than 50 countries worldwide.

Industry Overview

Aston Martin Lagonda Global Holding operates in the luxury car industry, which was valued at $158 billion in 2019. The industry employs approximately 1.4 million people worldwide, with the majority of those based in the United States, Germany, Japan, and the United Kingdom. Aston Martin Lagonda Global Holding is a global leader in the luxury car industry and is a prominent player in the global market.

Industry Classification

In terms of formal classification, Platform Executive has tagged Aston Martin Lagonda Global Holding as a business operating within the Automotive Parts industry.

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: Vehicle Seat
Patent ID: US 10,672,851
Date: June 9, 2020

Patent Title: Vehicle Electrical System and Method of Controlling the Same
Patent ID: US 10,652,041
Date: May 26, 2020

Patent Title: Vehicle Electrical System and Method of Controlling the Same
Patent ID: US 10,652,040
Date: May 26, 2020

Patent Title: Vehicle Electrical System and Method of Controlling the Same
Patent ID: US 10,652,039
Date: May 26, 2020

Patent Title: Vehicle Electrical System and Method of Controlling the Same
Patent ID: US 10,652,038
Date: May 26, 2020

Patent Title: Vehicle Electrical System and Method of Controlling the Same
Patent ID: US 10,652,037
Date: May 26, 2020

Patent Title: Vehicle Electrical System and Method of Controlling the Same
Patent ID: US 10,652,036
Date: May 26, 2020

Patent Title: Vehicle Electrical System and Method of Controlling the Same
Patent ID: US 10,652,035
Date: May 26, 2020

Patent Title: Vehicle Electrical System and Method of Controlling the Same
Patent ID: US 10,652,034
Date: May 26, 2020

Patent Title: Vehicle Electrical System and Method of Controlling the Same
Patent ID: US 10,652,033
Date: May 26, 2020

Patent Title: Vehicle Electrical System and Method of Controlling the Same
Patent ID: US 10,652,032
Date: May 26, 2020

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • Luxury Sports Cars: Aston Martin designs, engineers and manufactures luxury sports cars in its state-of-the-art factories in the UK and across the world.
  • Luxury Automotive Services: Aston Martin offers a range of bespoke services, including bespoke customization and personalisation, servicing, maintenance and repair, and parts and accessories.
  • Luxury Racing Cars: Aston Martin designs and manufactures world-class racing cars for a variety of motorsport series.
  • Experiences: Aston Martin provides exclusive experiences, from their unique driving events to exclusive VIP experiences.
  • Accessories and Apparel: Aston Martin offers a range of lifestyle and driving accessories, as well as apparel for men and women.

Key Competitors

We have identified the following organisations as being key competitors:

  • Bentley Motors
  • Porsche
  • Rolls-Royce
  • Ferrari
  • Lamborghini
  • McLaren Automotive
  • Maserati
  • Jaguar Land Rover
  • Bugatti
  • Audi Sport
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Customers: Aston Martin Lagonda's customers are luxury car buyers and motorsport enthusiasts.

2. Investors: Investors are important stakeholders in the company, as they provide the necessary capital for Aston Martin Lagonda's operations and growth.

3. Employees: Employees represent the lifeblood of the company and are the key to Aston Martin Lagonda's success.

4. Suppliers: Suppliers provide the materials, components and services necessary for the production and distribution of Aston Martin Lagonda's cars.

5. Governments: Governments are important stakeholders for Aston Martin Lagonda as they provide the legal and regulatory framework for operations.

6. Media: The media is a key stakeholder for Aston Martin Lagonda, as it helps to spread the message about the company's products and services.

7. Competitors

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Aston Martin Lagonda Global Holding different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Aston Martin Lagonda Global Holding and its position within the marketplace.

Aston Martin Lagonda Global Holding is a holding company that oversees Aston Martin Lagonda, a luxury car manufacturer. The company offers a range of luxury cars, including the Aston Martin Vantage, Aston Martin Rapide, Aston Martin DB9, Aston Martin One-77, and Aston Martin Vanquish. It also sells accessories, including luggage, clothing, and watches.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Brand Recognition: Aston Martin Lagonda Global Holdings has a strong and recognizable brand that customers trust and recognise. This drives customer loyalty and increases the likelihood of repeat purchases.

Technology: Aston Martin Lagonda Global Holdings is an innovator in automotive technology, offering advanced features and superior performance.

Luxury Image: Aston Martin Lagonda Global Holdings has an exclusive, luxury image that appeals to an affluent customer base.

Distribution Network: Aston Martin Lagonda Global Holdings has a wide network of dealerships and distribution channels to maximize their reach.

Financial Stability: Aston Martin Lagonda Global Holdings has a strong financial position and a solid balance sheet, which gives customers confidence in the company and its products.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Private customers
  • Corporate customers
  • Fleet customers
  • Government customers
  • International customers
  • Collectors
  • Lifestyle customers
  • Motorsport customers

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Electric Vehicle Revolution: The global shift to electric vehicles (EVs) presents a huge opportunity for Aston Martin Lagonda Global Holding. As pollution and climate concerns continue to rise, governments around the world are increasingly pushing for the adoption of EVs. This could provide a great opportunity for the company to capitalise on these trends and leverage its luxury brand reputation to become a major player in the EV market.

Autonomous Vehicle Technology: Autonomous vehicle technology is rapidly advancing, and this could have a huge impact on Aston Martin Lagonda Global Holding. This technology could allow the company to create innovative and high-end driverless vehicles that could further enhance its luxury brand reputation.

Increased Digitalization: The increasing digitalization of the automotive industry could present a major opportunity for Aston Martin Lagonda Global Holding. This trend could enable the company to create more connected and efficient cars that could help it better serve its customers.

Growing Competition: The automotive market is becoming increasingly competitive, and this could have a major impact on Aston Martin Lagonda Global Holding. With more and more players entering the market, the company could face stiff competition, especially from luxury car makers. This could force the company to become more innovative in order to remain competitive.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Aston Martin Lagonda Global Holding include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

Design and engineering services: Aston Martin Lagonda could offer design and engineering services to other car manufacturers or related companies.

Vehicle customization: Aston Martin Lagonda could offer custom services for existing vehicles, such as interior and exterior design, performance upgrades, and more.

Parts and accessories: Aston Martin could create and offer parts and accessories for its vehicles, such as custom wheels, exhaust systems, and more.

Lifestyle products: Aston Martin could create lifestyle products such as clothing and apparel, accessories, and other items that feature the Aston Martin brand.

Vehicle rental and leasing: Aston Martin could offer vehicle rental and leasing services to customers who need access to luxury cars on a temporary basis.

Driving experiences: Aston Martin could create driving experiences that allow customers to experience the thrill of driving an Aston Martin vehicle in a controlled environment.

Repair and maintenance: Aston Martin could offer repair and maintenance services for its vehicles, as well as for other luxury cars.

Vehicle financing: Aston Martin could offer financing options to customers who want to purchase an Aston Martin, but don’t have the funds to do so.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

1. Mercedes-Benz
2. Rolls-Royce Motor Cars
3. Bentley Motors
4. Bugatti Automobiles
5. Lamborghini
6. Maserati
7. Ferrari
8. McLaren Automotive
9. Jaguar Land Rover
10. Porsche AG

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
Porters 5 Forces is a model that is used to analyse the competitive environment of a business. The model includes five forces that can affect the profitability of a company:

1. Threat of new entrants: The threat of new entrants is high. There are many companies that can enter the luxury car market and compete with Aston Martin Lagonda Global Holding.

2. Bargaining power of buyers: The bargaining power of buyers is high. There are many luxury car companies that buyers can choose from.

3. Bargaining power of suppliers: The bargaining power of suppliers is high. There are many suppliers that provide parts and components to luxury car companies.

4. Threat of substitute products: The threat of substitute products is LOW. There are not many substitutes for luxury cars.

5. Intensity of competitive rivalry: The intensity of competitive rivalry is high. There are many companies that compete in the luxury car market.

Aston Martin Lagonda Global Holding scores HIGH in relation to the threat of new entrants, the bargaining power of buyers, and the intensity of competitive rivalry. The company scores LOW in relation to the bargaining power of suppliers and the threat of substitute products.

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: Aston Martin Lagonda Global Holding customers are luxury car buyers and elite car enthusiasts. They are typically affluent, educated and have a high disposable income. They value quality, luxury and prestige and are willing to pay a premium for the highest standards.

Actors: The primary actors involved in Aston Martin Lagonda Global Holding are the designers, engineers, mechanics, production staff, marketing and sales teams, finance and accounting personnel and the company's management team.

Transformation process: The transformation process at Aston Martin Lagonda Global Holding involves the company's design, engineering, manufacturing and sales teams working together to develop, produce and market high-end luxury cars. The process begins with the design and engineering teams creating a concept car, which is then put into production by the manufacturing team. The sales and marketing teams then promote the product to the market and the finance and accounting teams manage the financial aspects of the business.

World view: Aston Martin Lagonda Global Holding views the world through the lens of luxury, quality and prestige. They strive to create products that are the envy of the automotive world and to provide a level of service that is second to none.

Owners: Aston Martin Lagonda Global Holding is currently owned by a consortium of investors led by Investindustrial. The company is publicly listed on the London Stock Exchange.

Environmental constraints: The environmental constraints that Aston Martin Lagonda Global Holding must adhere to include emissions regulations, safety standards, and other environmental regulations. The company is also working to reduce its carbon footprint and has set a goal of becoming carbon neutral by 2040.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Aston Martin Lagonda Global Holding business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. Aston Martin is a luxury car manufacturer with a rich history dating back to 1913.

2. Aston Martin Lagonda Global Holding plc is a publicly traded company on the London Stock Exchange.

3. The company has a strong balance sheet with over £1 billion in equity and no debt.

4. Aston Martin is a global luxury car brand with a strong presence in Europe, North America, and Asia.


Below is a list of opportunities we have identified for the business:

1. Increase market share in new markets: Aston Martin Lagonda Global Holding Plc should look to increase its presence in emerging markets such as China, India, and Brazil. With the rising demand for luxury vehicles in these countries, Aston Martin has the opportunity to capture a larger portion of these markets.

2. Introduce new products: Aston Martin could launch new and unique products such as an electric SUV, or even a luxury sedan. This could help the company to appeal to a wider range of customers and increase its overall market share.

3. Utilize technology: Aston Martin should explore the use of technology in order to increase efficiency and reduce costs. By investing in automation, they could improve their production processes and reduce costs associated with labour.

4. Improve customer service: Aston Martin should focus on improving customer service by offering a more personalised experience. This could include offering custom services such as a complimentary concierge service or offering discounts for repeat customers. This would help to build customer loyalty and increase brand recognition.


Below is a list of the weaknesses we have identified for the business:

1. Lack of economies of scale: Aston Martin is a relatively small car manufacturer, producing around 14,000 cars per year. This means that it does not benefit from the same economies of scale as its larger rivals such as BMW, Mercedes Benz and Audi.

2. Limited model range: Aston Martin currently only offers a limited range of models, which limits its appeal to customers.

3. Dependence on luxury market: Aston Martin is heavily dependent on the luxury car market, which is notoriously volatile.

4. High costs: Aston Martin cars are generally very expensive, which limits their appeal to a relatively small number of customers.


Below is a list of the threats we have identified for the business:

1. Technological disruption: The automotive industry is rapidly changing due to advances in technology, such as electric powertrains, autonomous driving, and connected mobility. These changes make it difficult for Aston Martin Lagonda to stay ahead of the competition.

2. Supply chain disruption: Aston Martin Lagonda relies heavily on its supply chain of parts and components to make its cars. If one or more of its suppliers is unable to meet demand, it could lead to delays in production and could have a significant impact on the company's bottom line.

3. Customer loyalty: Aston Martin Lagonda needs to focus on customer loyalty and retention in order to remain competitive. It needs to create a positive customer experience in order to keep them coming back for more.

4. Financial instability: The automotive industry is highly capital intensive and the company needs to have a steady flow of capital to maintain its operations. If Aston Martin Lagonda is unable to secure sufficient funding, it could lead to financial instability and difficulty in meeting its obligations.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Aston Martin Lagonda Global Holding. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Aston Martin Lagonda Global Holding, as well as areas where the company needs to improve its operations or strategy.
Company: Aston Martin Lagonda Global Holding is a British luxury automotive group that manufactures, designs and sells sports cars, luxury cars and grand touring cars.

Collaborators: Aston Martin Lagonda Global Holding has partnered with many companies in its long history, including Daimler AG, the Ford Motor Company, Renault-Nissan Alliance and most recently, the Chinese automaker Geely Holding Group.

Customers: Aston Martin Lagonda’s customers are typically wealthy individuals and companies looking for luxury cars and grand touring cars.

Competitors: Aston Martin Lagonda’s main competitors include Italian supercar maker Ferrari, German luxury car maker Porsche, US-based luxury car maker Cadillac and Japanese luxury car maker Lexus.

Content: Aston Martin Lagonda Global Holding has a wide range of content, from promotional videos and images to press releases and blogs. The company also regularly posts on social media platforms such as Facebook, Instagram and Twitter, engaging with their customers and fans.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Aston Martin Lagonda Global Holding as having an innovation score of C3.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Aston Martin Lagonda Global Holding forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

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The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 25th April 2023

Industry Keywords