A landmark new Aston Martin showroom is set to open in the West Midlands later this year, located close to the iconic marque’s manufacturing facility in Gaydon, Warwickshire. The £10 million project is well underway at the new Aston Martin Birmingham dealership, to be operated by Grange, part of the Cambria Automobiles group.
Aston Martin Birmingham will relocate from its current showroom on Kenilworth Road in Hampton in Arden to a larger, state-of-the-art premises at The Green in Shirley, near Solihull, in September, creating 30 new jobs.
The new building will cover a footprint of 1,329 square metres and a total of 1,720 square metres split across two floors and a rooftop area. Building on successful flagship openings in New York City and Tokyo, it will be one of the first Aston Martin dealerships in the UK to embrace the firm’s new corporate identity and ultra-luxury customer experience strategy. This includes offering high levels of personalisation and the opportunity for clients to digitally configure their own Aston Martin on a life-size LED screen.
The opening of the new Birmingham showroom comes as Aston Martin completes one of the strongest product portfolios in the ultra-luxury and high-performance automotive segments. The launch of the new Vantage this year, along with the upgraded DBX707, builds on the successful release of the DB12 in 2023. These models will be joined by the unveiling of Aston Martin’s latest next-generation sports car later in 2024, completing its front-engine portfolio.
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Dean Spragg, Head of Business at Aston Martin Birmingham, commented: “This is an incredibly exciting project which will provide an enhanced, tailored experience for our Aston Martin customers and become a key gateway into one of the most prestigious collections of luxury car showrooms outside of the capital.
“This state-of-the-art showroom will have the distinction of being the closest dealership in the world to Aston Martin’s headquarters and sports car manufacturing facility at Gaydon. We are delighted that Aston Martin Birmingham will be the very first in the UK to embrace the brand’s new corporate identity, with Aston Martin design ethos at the heart of the building, from the elements of art gallery and boutique which characterise the interior, to the striking glazed facades which allow unobstructed views into the showroom from outside.
“This is a hugely significant development for the West Midlands economy, representing a vote of confidence in the region.”
Oliver Turner, Regional President of Aston Martin in the UK and South Africa, added: “We are delighted at the plans for Aston Martin Birmingham, which fully align to our vision of providing the most sophisticated, luxury customer experience in the automotive sector.
“The significant investment by Grange represents the huge growth potential for Aston Martin in the region, as we continue a thrilling phase of new model introductions in the coming months. We look forward to working with our partners Grange to create something unique on our doorstep in Birmingham.”
