Enhancing the Aston Martin Brand Through Teamwork, Trust and the DBX
Q&A with Brendon Wright, Aston Martin Brand Manager
How do you think Aston Martin will continue to be an iconic brand in the decades to come?
The investments they are making in F1 will go a long way, especially if they are able to achieve some level of success. Also, staying true to their values of power, beauty, soul. Continuing to build a beautiful product that creates an emotional excitement when you’re behind the wheel.
How has the launch of the DBX enhanced the Aston Martin brand?
The launch of DBX has expanded our customer base. Many DBX buyers are new to the brand.
Why do you believe the DBX has become so popular?
In my opinion, it is the most complete vehicle in the exotic SUV segment. Styling, performance, drivability, price point. It checks all the boxes.
Is the DBX expanding Aston Martin’s customer base among female consumers, and if so, why?
Yes, it definitely has expanded the company’s customer base among female drivers. The reason being is that the DBX is stylish but it’s not intimidating to drive. It’s a perfect balance of power and comfort, and it’s also spacious.
Why do your customers trust you and Exclusive Automotive Group?
EAG is like cheers…everyone knows your name when you walk in the door. Our sales staff is a small team, but we’ve been together for a long time. The fact that our customers see the same faces here year after year goes a long way. Most dealers have a high turnover rate whereas we do not. It allows us to build relationships with our clients that go far beyond buying cars. I know how rare that is, and I am extremely grateful for the commitment the owners have shown over the years.
What experiences or skills have helped make you a successful brand manager?
I would attribute my success to the team around me. We are a small team, but we lean on each other and we work in sync. Alvin is a great leader; he genuinely cares about our success individually and as a unit. He has given us a blueprint, but allows us to be ourselves and do things in a way that works for us. Mehdi is one of the hardest working F&I guys I’ve ever met. He will do whatever he can to get a deal done. Regina is our glue person. She keeps things together and will do whatever we ask of her. Tate and I are competitive, although it’s not a formal competition. I think we see what one another is doing and how many deals we have out for the month, so we quietly push each other for the top spot. Andrew does an amazing job managing our preowned inventory. Since he joined the team, our preowned sales have taken off. Last but not least, the service department is amazing and always goes above and beyond for EAG’s customers, which strengthens our relationships with our customers. Simply put, it’s the EAG team that has made all of us successful.