STRATEGIC REPORT OUR MARKET S TR A Positioned to address demand for TE G I C R ultra-luxury high-performance E P O R T G O VE R NAN The Global Luxury Market Sustainable long-term growth in demand for luxury goods globally C HOW WE’RE RESPONDING E as the world’s Ultra High Net Worth Individual (UHNWI) population is expected to increase by 29% between 2022 and 2027* LINK TO STRATEGY: F I WHAT THIS MEANS FOR OUR BUSINESS 1 2 NAN – Operating as an ultra-luxury brand with a demand-led strategy C – Investing in our brand and international marketing, events and IAL sponsorship to grow our appeal to ultra-luxury consumers LINK TO RISKS: S 1 2 3 7 8 9 12 T – Investing in our ultra-luxury customer journey and retail A T experience in partnership with our dealer network E M – Creating limited and special models to cater for our most E N exclusive customers T S *2023 Knight Frank Wealth Report F Market Expansion U R T Opportunity to expand Aston Martin’s brand presence and market H HOW WE’RE RESPONDING E R share for ultra-luxury cars in both established and expanding regions INF across a broader demographic LINK TO STRATEGY: 1 2 3 4 OR WHAT THIS MEANS FOR OUR BUSINESS M A – Continuing product innovation to develop portfolio plans as well T I as brand strategy and creative identity that give Aston Martin LINK TO RISKS: ON significant presence in ultra-luxury market segments 1 2 3 5 7 8 9 11 12 – Strengthening regional leadership, including appointment of a new Regional President and Managing Director in China – Connecting with dealers and customers through targeted events – Growing our brand awareness and desirability through the global platform of Formula One® Personalisation and Customisation Growing demand for unique and bespoke personalised products HOW WE’RE RESPONDING amongst ultra-luxury consumers LINK TO STRATEGY: WHAT THIS MEANS FOR OUR BUSINESS 1 2 – Expanding our Q by Aston Martin offering – our ultimate bespoke personalisation service, with an increase in options revenue in 2023 – Opening Q New York, our first global ultra-luxury flagship location LINK TO RISKS: providing the most sophisticated luxury specification experience 2 3 7 9 12 available anywhere in the world – Launching limited-edition Specials for our most distinguished customers including Valour in 2023 – Expanding our award-winning online configurator ASTON MARTIN LAGONDA ANNUAL REPORT AND ACCOUNTS 2023 22