Beijing, 18 April 2014: Luxury British sports car manufacturer Aston Martin is today unveiling a new showroom in downtown Beijing in partnership with British Wings Group Ltd, further reinforcing the brand’s commitment to the important Chinese market. The showroom was previously located on Jinbao Street and has now relocated to the ground floor of the five-star Regent Hotel, also on Jinbao Street.

VIP guests at the exclusive grand opening event were able view the impressive new showroom and see first-hand examples of some of Aston Martin’s iconic sports cars include the timeless DB9 and the world’s most beautiful four-door sports car – the Rapide S. Event attendees also enjoyed a preview of the ’Q by Aston Martin’ Vanquish due to be displayed at the Beijing Auto Show which opens on 20 April. The car on display in Beijing clearly demonstrates what is possible from the brand’s increasingly popular tailor-made personalisation service.

The new showroom in Beijing also scoops the honour of becoming the first in the world to roll out an operational Q by Aston Martin lounge. It features a special display of unique paints, leathers and veneers, along with wall-mounted images of Q by Aston Martin cars, films and display cases.

The opening ceremony was hosted by Aston Martin Design Director Marek Reichman; Global Sales Director Christian Marti; and China Regional Director Jenny Zheng – underlining the importance of the Beijing luxury sports car market.

Speaking at the glamorous opening event Mr Reichman said: “2013 marked the 100th Anniversary of Aston Martin – and it was an incredible achievement. Now, Aston Martin – a truly exceptional British sports car marque – has begun its second great century. I am honoured to have come to China on behalf of our global headquarters to witness the opening of this stunning new Beijing showroom.

“Aston Martin is a modern, exclusive sports car manufacturer with a unique heritage, instantly recognised around the world. We combine the latest technology, time-honoured craftsmanship and graceful styling to produce a range of critically-acclaimed sports cars.”

Ms Zheng said: “As our valued partner, the British Wings Group has strength and vitality and knows luxury goods and specific customer groups very well. The Aston Martin sales network is being continually strengthened here in China, which gives our dealer partners the confidence to build exceptionally high quality showrooms and, in turn, provide excellent service to Chinese customers.”

The newly-opened Beijing showroom is located in Suite 106-108 on the ground floor of the Regent Beijing Hotel, 9 Jinbao Street, Dongcheng District, and is fully in keeping with Aston Martin’s exacting global standards. As such, it provides luxury car buyers with everything they expect from such an iconic sports car brand. Visitors to the showroom will be able to see the Aston Martin line-up displayed as pieces of art in a gallery-style space.

Q by Aston Martin: making the impossible possible
The concept of Q by Aston Martin is as simple as it is ambitious: customers engaging with the service are encouraged to challenge the team to make their automotive dreams reality.

From the simplest colour or trim amendment to wildly ambitious one-off car commissions such as last year’s CC100 Speedster Concept – which began life as a pure concept but, thanks to the Q by Aston Martin team, ended the year as a brace of tailor-made cars for Aston Martin enthusiasts – the personalisation service is inspiring its customers to let their imaginations soar.

Global Sales Director, Christian Marti, explained: “The service is a natural extension of what many of our customers have expected of us for many years.

“The process of creating and specifying a new Aston Martin can take some time – time that our customers rightly expect to savour. What Q by Aston Martin adds to that already exciting process is the freedom to think beyond specification sheets and options lists – to challenge the designers and engineers here at Gaydon to use their talents to produce something truly remarkable, and unique.”

Aston Martin Design Director Marek Reichman and his team are intimately involved in the personalisation process. He explained: “Q by Aston Martin is really all about freedom. The freedom to work with us here at our Gaydon headquarters to create something really special – something that uniquely demonstrates a customer’s attitude, their personality and their taste.

“My team and I are excited to be leading the design inspiration innate in this service and, working closely with the engineering and manufacturing teams and their suppliers worldwide, to be helping to deliver levels of personalisation that have not been widely available before.”