Aston Martin opens state of the art luxury showroom in heart of Dubai as part of brand relaunch in the UAE

The opening of the new showroom comes as Aston Martin relaunches itself in Dubai to better serve customers that appreciate exclusivity, luxury and uncompromising performance.

The event was attended by Aston Martin's CEO Dr. Ulrich Bez, with his presence seen as indicative of the UAE's importance as a market for the luxury car marquee.

The new showroom sees Aston Martin move to a luxury location in Downtown Dubai in a bid to differentiate itself from other car brands. With a dedicated sales team and exclusive models available, the new Aston Martin showroom is unlike a standard car dealership, and has been situated carefully to best reflect Aston Martin's luxury attributes and brand values.

"Our luxury showroom is situated opposite Dubai Mall and the Burj Khalifa, on the prominent Emaar Boulevard. It is a testament to the investment Aston Martin is making in serving current and future customers. We already have a dedicated sales team in place ready to meet our customers' deservedly high expectations. Not only do we promise the newest Aston Martin models in our showroom, but also the extremely high level of after-sales service that the Aston Martin brand calls for," said Tim Trenker, GM of Aston Martin, UAE.

Aston Martin has enjoyed market prominence globally and in Middle East even during periods of economic downturn. In 2011, global sales touched 4,200 units. The brand is now refocusing its attention on the UAE, investing in high-end shop floor space as well as a state of the art service center.

"Our Dubai showroom will be the first in the world to offer the new Vanquish, which shows how important the UAE is to us. The newest DB9, Vantage and Rapide models will of course be available as well," said Trenker.

The Vanquish is one of Aston Martin's flagship cars. Otherwise known as the AM 310, is powered by a 6.0 litre, V12 engine. The car pumps out 565 bhp, and offers a ride that fuses true luxury with untrammelled excitement. With a carbon fiber shell and a top speed of 182mph, the Vanquish hits 62 mph from zero in 4.1 seconds.

"Aston Martin is delighted to open in a prominent new space in Dubai, a city that is a hub for business, commerce and leisure, and a gateway to the Middle East. We are committed to Dubai and the UAE in the long term, and are investing substantially to ensure we have the right location and the right staff to satisfy and delight our discerning customers," said Dr. Ulrich Bez. "I am confident that Aston Martin will do very well in the UAE, which is a growing market for luxury cars."

Aston Martin and Tim Trenker are expecting UAE sales to pick up further in 2013. "While the UAE is a competitive market with entrenched brands, there is certainly room for Aston Martin to attract customers due to its unique value proposition," concluded Trenker.