The distinctive design of the Aston Martin DB11 may have stirred up a rush of reactions - some positive, some negative -following its Geneva Motor Show debut, but that hasn’t stopped it from creating lengthy waiting lists for buyers.
There are already 1400 pre-orders in place.
That’s despite Aston only offering some, not all, of the new coupe’s key specifications. The important one, maybe, is the 447kW/700Nm output of its new twin-turbo 5.2 litre V12 engine.
While in Melbourne for last week’s Australian Formula 1 Grand Prix, Aston Martin CEO Dr Andy Palmer spoke with TMR about the initial response to the new DB11.
“It’s been phenomenal,” Dr Palmer said.
“I think we’re at more than 1400 orders now, which is great for a car that we’ve not really released the whole details about, and isn’t available to be purchased until September, so yeah, fantastic.”
There’s been more than just customer interest in the new GT car too. At the time of its announcement the DB11 held Aston Martin’s internal record for social media engagement.
“DB11 represents the second-biggest blip on our social media ever and only got beaten this week, with the supercar,” Palmer said. The supercar he’s referring to is the joint venture with Red Bull Racing, announced at the F1 Grand Prix.
“We’re getting an awful lot of attention, and generally speaking it seems that people like the DB11. The reaction is almost unanimously popular.”
Palmer also said that the DB11’s role as a GT car plays to Aston’s brand strengths, and would likely attract existing customers within the brand, as well as appealing to new buyers.
“Because of, perhaps, the way it’s been designed, perhaps because of the use of the Daimler electronic technology, hopefully that will also attract it to a newer audience as well.” Palmer said.
The most obvious piece of Daimler technology is the Mercedes-Benz COMAND clickwheel controller in the centre console, but, beneath the skin, there has been a wider use of Daimler's electronic architecture to save development costs.
“We don’t have the resources to create our own electrical architecture because that would cost us billions of dollars, and we don’t have billions of dollars.” Palmer said.
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