Aston Martin has announced on the 21st that it has selected ‘Britannia Auto’ as its new importer for domestic customers. This announcement signifies Aston Martin’s intention to maintain its strong momentum in the Asian market while embarking on the second chapter of its journey in the South Korean market.
As Aston Martin celebrates its 10th anniversary in the South Korean market in 2025, it plans to showcase a new image in collaboration with Britannia Auto. Initially, Aston Martin will introduce a new showroom, Aston Martin Suwon, which will serve as a hub for Aston Martin customers in South Korea. Britannia Auto, a subsidiary of the Deutsche Automobil Group known for its long history of customer satisfaction and professionalism, will share its expertise with Aston Martin. The Aston Martin Suwon showroom will also open at the Deutsche Auto World, which is the world’s largest automotive shopping mall located in Suwon.
Gregory Adams, the Head of Asia-Pacific Region for Aston Martin, expressed, “In the context of a sustained strong momentum in the Asian market, we are excited to welcome a new beginning with Britannia Auto and to open Aston Martin Suwon for our customers in Korea. We will strive to expand Aston Martin’s presence and touchpoints in the South Korean market, which is at the center of ultra-luxury, enabling Korean consumers to explore the next generation of Aston Martin vehicles.”
This new partnership in South Korea is part of Aston Martin’s efforts to enhance its presence in the Asian market. Just last April, Aston Martin opened a new landmark dealership, ‘Aston Martin Ginza’, at the Tokyo Peninsula Hotel, and in 2023, it hosted the ‘Aston Martin Arcadia’ event, which is the largest gathering of Aston Martin vehicles and owners in the Asia-Pacific region.
Reporter: Lee Sang-jin (daedusj@autodiary.kr)