Aston Martin’s Marek Reichman: “consumers are looking for honesty, consistency and reliability”

2020 has been a year of new challenges but the future is bright for lovers of luxury. In our first ever British Luxury Review, Tempus asks experts from 12 of the UK’s most prestigious brands to shed some light on a year of seismic change and, in doing so, discovers a luxury landscape more focused on meaningful storytelling and fine craftsmanship than ever before. Here, Marek Reichman, executive vice president and chief creative officer of Aston Martin, tells us what customers want from the iconic marque

“Our consumer is looking for honesty and consistency, and the confidence that brands actually stand for something. They are looking for the reliability and success internally of a brand or product. They want to know that the cars are built to order, built for customers, and that’s the true pull of the market. Honesty really is the brand message in luxury – what you say is what you get.

“Sustainability is a big part of the industry and, in the luxury sector, offering the vegan option is a big part of the future. An Aston Martin is sustainable through the nature of its rarity; in fact, 98% of all cars produced over the last 107 years still exist today.

“Covid-19 has played a big part in 2020 and having to react and think differently in this environment. Hopes for 2021 are clear and, I think, we will see the lifting of restrictions due to Covid-19 and a surge towards normality but with some of the new behaviours still intact – such as more internet-based searching and buying and more trust in buying online. This is why trust and belief in the brand offering is so important. I am also looking forward to Aston Martin having its own F1 team!

Read more from Britain’s luxury brands in Tempus Magazine issue 71, out now