STRATEGIC REPORT OUR STRATEGY S TR A Delivering our TE G I C R growth ambitions E P O R T G O P O VE I U LLR Our iconic brand Our relentless R A NAN R pursuit of innovation S C E G S O F OATR U Underpinned by a strong and loyal customer base, and unique Create a breathtaking and comprehensive core portfolio across I A R NAN L TE position transcending ultra-luxury and high-performance, we front-engine, SUV and mid-engine, enhanced by a strategically S have a clear vision to become the world’s most desirable aligned Specials programme C G IAL I C ultra-luxury British performance brand S T A T H C – Impactful brand repositioning and Intensity. Driven. creative – Introduced the first of our next generation of sports cars, DB12, A I H T S YI identity heightened desirability and drove brand reappraisal, with to significant customer and media excitement, with Aston Martin’s E EV M E 60% of customers new to the brand and driving increased options first-ever in-house, bespoke infotainment system E A E N R M revenue – Delivered the most powerful production Aston Martin ever, T EN – Opened our first ultra-luxury flagship, Q New York, providing the the limited edition DBS 770 Ultimate S T th anniversary ultra-exclusive special, Valour, most sophisticated luxury specification experience globally – Launched our 110 S – Introduced new enhancements to our award-winning digital and delivered the stunning open cockpit DBR22, celebrating the F configurator, bringing luxury digital experiences to customers 10th anniversary of the Q by Aston Martin bespoke service U R – Completed a year-long global celebration of Aston Martin’s – Continued our enhanced technology agreement with T H th E 110 anniversary highlighting the brand’s past, present and future Mercedes-Benz AG R – Connected with dealers and customers globally through – Invested in electrification skills across our business that will be INF significant presence at the world’s most prestigious luxury used to electrify our model range with a blended drivetrain automotive event approach between 2025 and 2030 including PHEV and BEV, as OR – Aston Martin F1® Team continued to connect the brand with well as the use of alternative sustainable materials within vehicles M A engaged audiences, with market research indicating that 60% of – Established a landmark new supply agreement with world-leading T I luxury car buyers strongly agree they are more likely to buy an EV technologies company, Lucid ON Aston Martin because of its association with Formula One® – Intensified development of Valhalla supercar, via the use of – Delivered global activations across the 2023 Formula One® Formula One® methodologies, experience and technologies calendar, including the brand’s biggest-ever marketing campaign – Commenced our Aston Martin Valkyrie endurance motorsport for the Las Vegas Grand Prix programme – Introduced new additions to our world-class events sponsorship – Commenced production of Vantage, the second of our next portfolio, and new licensing and design collaborations generation sports car, unveiled in February 2024 F F ORO – Maintain strong visibility and brand desirability through strategic – Drive innovation and deliver products that create desire and 20C U high-profile product launches and campaigns progression, excitement, progressing our vision to have a world-class portfolio 2 S aligned with our ultra-luxury, demand-led strategy of models in the most significant luxury growth segments 4 – Further enhance our Q by Aston Martin bespoke personalisation – Work closely with Apple to introduce the next generation of + service, including strategic expansion of our ultra-luxury retail Apple CarPlay to models from 2024 strategy and new Q flagships – Successfully launch further next generation front-engine sports – Drive digital innovation including continual enhancements to our cars, and new iconic Specials digital estate and configurator – Commence production of our first PHEV, Valhalla, in 2024 – Drive maximum brand value and commercial benefit from our – Optimise product development processes to maximise unique association with Formula One®, including launch of the cross-carline component sharing, reduce complexity and drive new OfÏcial Safety Car of Formula One® engineering efÏciencies – Unleash commercial potential of Aston Martin through new – Continue work with our strong network of strategic partners to strategic licensing and partnerships activities co-develop world-class technology and vehicle systems, enhance – Capitalise on Aston Martin’s unique historic milestones quality, and maximise supply chain resilience, with efÏciencies LINK TO KPIS: 1 2 3 4 7 LINK TO KPIS: 1 2 7 8                   LINK TO RISKS: 2 5 9 11 LINK TO RISKS: 3 4 6 8 9 10 11 12                         ASTON MARTIN LAGONDA ANNUAL REPORT AND ACCOUNTS 2023 32