STRATEGIC REPORT STAKEHOLDER ENGAGEMENT S TR A TE G I C Engaging our R E P O R stakeholders T G O We believe that stakeholder engagement is a key element VE of delivering a sustainable business and this activity is R NAN undertaken across our business at different levels of the Customers and Enthusiasts organisation. C Customers and enthusiasts are key to our brand and our business E A summary of who our key stakeholders are, what matters success. Their emotional connection with the brand enables us to build a strong and loyal customer community. to them, how we engage with them and the outcome of F I our engagement is set out on the following pages and is WHAT MATTERS TO THEM? NAN reinforced throughout this Report. Engagement at Board C level is highlighted with B. – Quality and safety of products IAL – Car design and performance S – Brand strength Our Section 172 statement which sets out how the Board T – Exclusivity and scarcity A has taken into account the interests of the Company’s T – Ultra-luxury customer experience E stakeholders in its decision-making is set out on pages 28-29. M – Cost of ownership E N – Environmental commitment T – Sense of community S HOW WE ENGAGE F – Bespoke customer communications and customer relationship U R management strategy T H – Investment in ultra-luxury customer journey E R Through effective engagement – Innovative and engaging content across our website and social INF media channels with our stakeholders we – Major brand campaigns, including our high-profile campaign on OR Sphere at the Las Vegas Grand Prix M can understand what matters A – Relaunch of Aston Martin’s luxury customer magazine T I – Bespoke customer events, such as car reveals and driving ON to them and what their experiences B priorities are.” – Dealership events th – Customer rallies and community gatherings, including our 110 anniversary celebration lap at the British Grand Prix and Aston Martin Arcadia event in Tokyo B – Formula One® hospitality and events programmes B – Executives actively meeting customers at leading luxury automotive events such as Pebble Beach and Goodwood Festival of Speed B – Global communications strategy, driving coverage across automotive and lifestyle media – Launch of ultra-exclusive, special products such as Valour, limited to 110 examples – Opening of first ultra-luxury flagship store in New York B OUTCOMES OF ENGAGEMENT – Strong Net Promoter Score amongst customers – More than 10,000 attendees for global DB12 events – Growing customer community on social media channels – Largest-ever Formula One® marketing programme at the Las Vegas Grand Prix – 60% of sales in 2023 were customers new to the brand ASTON MARTIN LAGONDA ANNUAL REPORT AND ACCOUNTS 2023 24