In 2015, Aston Martin embarked on an ambitious mid-term strategy – the 'Second Century Plan'. The transformation programme has three phases: business stabilisation, core strengthening and expansion of the product portfolio, aimed at delivering a successful and sustainable luxury business. The plan targets a significant uplift in profitability and cash generation ensuring that long-term product development is funded from free cash flow and attractive returns are delivered for investors.


To be the Great British Car Company that creates the most beautiful and accomplished automotive art in the world.

Sports & GT Cars



Exclusive and Rare Special Products

Mid-term focus on cementing our position in Sports and SUV segments, whilst continuing to deliver exclusive and rare specials.

Strategic pillars

Inspiring customer focused luxury products

Invest in R&D to develop new core products across both current and new market segments for a diverse, global luxury customer base, in addition to limited run, exclusive and rare Specials.

Strengthened global brand and sales power

Nurture and reinforce the brand; drive stronger brand  affinity relationships with customers;  use data and local knowledge to reach new customers.

World class value and processes

Become a world class operator by making processes lean and efficient and reducing the cost base without compromising on quality.

Top class quality

Discipline, precision and an obsession with detail. Striving to achieve perfection in every element of our cars.

Responsibility and people

Inspire and foster  a culture of passion, collaboration, accountability, opportunity and creativity. This includes doing business in an ethical and transparent manner.
The reset plan will be underpinned by a strengthened balance sheet, great financial and operational stability and flexibility through controlling medium-term investment, regaining price and margin discipline, rephasing product cadence and improving cash generation.