To help prospective buyers truly get to know the Aston Martin DB11 V12 coupe and immerse themselves in the beauty of the brand's new flagship car, Aston Martin teamed up with Rosewood Hotels & Resorts to create the 'Aston Martin Discovery' package.
The $256,000 package will have has participants flown in a private helicopter to Aston Martin’s headquarters in Warwickshire, England. Following a personal greeting from Aston Martin’s CEO Andy Palmer, guests begin a consultation to customize a DB11 vehicle with Chief Creative Officer Marek Reichman. The experience also involves testing out the ride over the course of a day with a professional driving instructor and rounding out the evenings with private dinners.
The Aston Martin Discovery package is part of the 12 Days of Rosewood holiday program, which offers curated experiences at Rosewood locations around the world that may be purchased immediately and redeemed as of 2018.
Key Themes Behind This Trend
- Luxurious Car-buying Experiences
- Creating immersive and exclusive experiences for high-end car buyers, such as the 'Aston Martin Discovery' package, can provide a disruptive innovation opportunity in the automotive industry.
- Personalized Vehicle Customization
- Offering customers the chance to customize their own cars with the assistance of design experts, like the Aston Martin DB11 package does, presents a disruptive innovation opportunity in the luxury automotive industry.
- Curated Experiences in Hospitality
- Collaborating with luxury car brands to create unique experiences for guests, as seen with the Aston Martin Discovery package, can open up disruptive innovation opportunities in the hospitality industry.
Where This Applies
- Automotive
- Providing personalized and exclusive experiences for high-end car buyers, like the 'Aston Martin Discovery' package, presents a disruptive innovation opportunity in the automotive industry.
- Luxury Car
- Incorporating personalized vehicle customization options, similar to the Aston Martin DB11 package, offers a disruptive innovation opportunity in the luxury car industry.
- Hospitality
- Partnering with luxury car brands to offer curated experiences for guests, as demonstrated by the Aston Martin Discovery package, can create disruptive innovation opportunities in the hospitality industry.
