Every previous Aston model had sold itself. However, dealers weren’t getting strong qualified leads for the Rapide.
It was clear that moving from a two seater car to a four seater needed greater understanding.
Somehow four door cars felt slower, something my dad would drive so I needed to establish what the passenger seat were for. So I shared the thought that a ‘two seater’ car was really just for the driver and their ego. That real success was more mature, real success created space for more than just the self.
The strategic idea ‘True success can only be measured only by how much you share it’ became the positioning thought and the line, True Power Should Be Shared’ became the consumer facing messaging.
In 2010, after the repositioning Rapide Sales increased 400%.
Team
Marc Shillum – Strategy