On the bright side. The astronomical depreciation makes used Aston Martins affordable to people who otherwise would not be able to buy one.

 

This is so true...I bought mine in 2017 at the bottom of the depreciation curve and negotiated hard on it with the previous owner. it's worth more now after 8 years and 10k miles...

I love new car buyers because I can buy used after the huge depreciation hit of new cars

 

I think moving down market would be a monumental mistake. I've always put Aston in the same general league as Ferrari. Yes, the new cars are expensive -- and they should be able to sell in that league. I've bought three Astons, one new and two used. I also think that the reputation for unreliability is way out of date, while Porsche built seriously poor engines for years yet their following still touts their reliability and durability. I've had Porsches and love them, but the Porsche market IMO has completely lost its mind. About depreciation, Ferrari and Porsche are the exceptions, not the rule, and their marketing has been utterly brilliant. People pay enormous sums for Porsches, often well over sticker, yet many here think Astons are overpriced! Aston depreciation is not unusual at all -- Bentley, Rolls-Royce, Jaguar, Maserati, Mercedes, BMW, etc. all generally depreciate as much as or more than Astons do. None of this suggests new Astons are good investments, but almost all new cars aren't, and IMO the notion that Aston should be marketed at a lower price point would seriously harm the marque.

 

I agree on not moving down market. Didn't Stroll mention that as one of his priorities when he took over, nothing under $200k to start?

I actually think Porsches underprices their cars esp GT cars for too long. Hence the ADM is justifiable, imo. That said, I was fortunate not to pay ADM for mine. But yes their recent market has been all over the place. Dealers hogging the 992 GTs and 982s 4RS expecting to rake in a healthy ADM only to sell them at msrp or 5% off eventually.