Aston Martin expands operations in South Africa
After two years of meticulous planning the veil has been lifted on Aston Martin’s brand new 1,217m² South African dealership, Aston Martin Johannesburg.
The new premises, which replaces the former facility in Sandton, represents a significant investment by Daytona with the dealership taking centre stage in Melrose Arch, one of Johannesburg’s most prestigious locations.
The new facility signifies the importance of the South African market for Aston Martin, both with its range of sports cars and the newly launched SUV, DBX. The new facility, which is structured over two floors, includes a nine-car vehicle display accommodating both new and Aston Martin approved pre-owned vehicles from its Timeless programme.
Speaking about the new premise Justin Divaris, CEO of Daytona, said: “We are delighted to be the official representation of Aston Martin in South Africa. The current product line up is the most varied and exciting in the company’s long and illustrious history. The vehicles coming from the UK company headquarters in Gaydon and the brand-new manufacturing facility in St Athan, Wales, are second to none and represent a significant step change for the brand.
“The newly launched DBX is currently on display in the Aston Martin Johannesburg showroom before it is moved to Aston Martin Cape Town. I encourage everyone to come and see it, DBX truly is the most beautiful SUV in the market and showcases the sophistication of Aston Martin’s modern design language and its commitment to delivering class-leading dynamics.”
Philip Eaglesfield, Aston Martin Regional President – UK & SA, said: “As a business we are working to future proof our business structure and part of that is responding to the growing emphasis on experiential luxury. When we refreshed the Company’s Corporate Identity in 2018, we wanted to ensure that customers could access a relaxed but sophisticated environment. The development in Johannesburg has achieved our brand vision of providing a space to explore and connect with the brand, but remains unique, relevant to the market in South Africa and instantly recognisable in its own right.”