Aston Martin Backs Great Britain Campaign In Japan


February 27, 2015 By Mike Lee
Last updated on August 3, 2015

GREAT Q by Aston Martin Rapide S

  • CEO Dr Andy Palmer joins HRH The Duke of Cambridge for launch
  • Sports car maker supports Innovation is GREAT events in Tokyo
  • Global debut of unique, GREAT-themed, Aston Martin Rapide S

Aston Martin CEO Dr Andy Palmer today returned to his former home in Japan to support the launch of a major new strand in the British Government’s ongoing GREAT Britain international marketing campaign.

Dr Andy Palmer hosted a business-to-business seminar curated by the British Embassy in Tokyo, attended by His Royal Highness Prince William, Duke of Cambridge, and around 250 senior corporate figures which was staged to launch the latest element of the campaign, entitled Innovation is GREAT.

Dr Palmer, a long-time resident of Japan before his move back to the UK to take up the post as Aston Martin CEO last year, hosted the seminar for business people, academics and media representatives at the iconic Roppongi Hills complex in central Tokyo, before he and guests including HRH The Duke of Cambridge transferred to the British Ambassador’s residence for a gala reception.

Dr Palmer said: “It is great to be back ‘home’ in Japan for this event. Aston Martin is a globally renowned British luxury brand, and I’m very happy that we are able to play a role in the UK Government’s GREAT Britain campaign here.

“Today’s event at Roppongi Hills has been a fantastic example of the breadth and depth of British innovation, and I believe it has succeeded in showcasing the best the UK has to offer in this regard.”

Dr Palmer’s visit is the latest example of Aston Martin’s continuing work to build a stronger presence in the important Asia Pacific (APAC) region, and Japan in particular, following the recent launch of a new limited company – Aston Martin Japan Limited.

The incorporated business began trading last month (January) and its creation puts Aston Martin’s Japanese operation on a more stable, professional and committed footing, and is part of the brand’s plans for a bright future in Japan.

Dr Palmer added: “Our recent establishment of the limited company in Japan, along with our investment in people and facilities across the Asia Pacific region, signals very clearly our determination to make Aston Martin a key player in the high luxury sports car sector in these important and growing markets.”

Aston Martin is supporting the GREAT campaign more broadly with a bespoke Rapide S four-seat, four-door sports car – debuted today – which features unique, GREAT-themed, additions created using the Q by Aston Martin personalisation service. The car will be displayed at GREAT events around the world throughout 2015.

The British Ambassador in Japan said: “The Innovation is GREAT campaign is designed to showcase UK technology and manufacturing strengths, celebrate UK-Japan innovation partnerships and stimulate new ones. We are delighted to have Aston Martin supporting the campaign: their world-renowned engineering capabilities and cool styling are the epitome of British innovation.”

Conrad Bird, Director of the GREAT Britain campaign concluded: “We are absolutely delighted to be working in partnership with Aston Martin. From its outstanding heritage and skilled craftsmanship to iconic design and exceptional engineering, Aston Martin stands for so much of what is GREAT about Britain. We are extremely proud to showcase this bespoke car as an example of British automotive excellence.”