The 2024 Aston Martin DB12 is reshaping Aston Martin’s attempts at gaining the top spot in the Grand Touring segment and made waves among European buyers when it was first unveiled. However, we still have to wait here in the U.S. for our chance to get behind the wheel. In the meantime, Aston Martin brought a DB12 to the U.S. to help the company debut its all-new Q New York facility.
Q New York Provides The Ultimate Bespoke Buying Experience
With the DB12 already getting plenty of accolades for some of the things that it brings customers, the spotlight can shine brightly on Q New York, which goes far above what many people expect out of a mere car dealership. As the name implies, it serves as a hub for customers that wish to customize their vehicles with Q accessories and plans to deliver the goods when it comes to providing them with optimal service. Located on Park Avenue in Manhattan, the facility is in the middle of New York’s luxury row and will serve as not only a dealership but also a flexible space that can accommodate special events and product launches, with the space even featuring a small overnight hotel for customers flying in from other parts of the U.S.
However, not all can go inside, with Aston Martin making the privilege of going through the doors an appointment-only affair. For casual observers, the company allows them to window shop with the building featuring one of the largest panes of single-piece glass that has ever been used in a New York City building. The massive slab of glass allows them to see the new DB12 as well as the extremely rare Valkyrie AMR Pro. However, for those that are lucky enough to step inside, they will see a few other items that the general public won’t. They include a 35-foot by 10-foot LED display wall that allows owners to have a full HD view of their vehicle that can be modified in real-time when cycling through various Q accessories. The staff can also use a separate video-conference area to speak with Aston Martin UK about certain features or customer demands and see if they can work. As we have mentioned in the past, the only limit here is the customer’s imagination (that even included an instance where Q managed to match Ferrari Yellow paint for a Michigan customer several years ago.)
Bespoke personalization has been a growing trend in the broader luxury market in recent years, and the car side of the equation is no exception, with Q and other bespoke sub-divisions of various brands reaping the rewards while also giving the customer an unforgettable buying experience at the same time.
“We recognize the growing trend of personalization across the luxury goods segment and see huge value in investing in our customer experience to create the best specification experiences available anywhere in the world,” said Aston Martin Executive Chairman Lawrence Stroll. “With a 92-percent increase in Q by Aston Martin take-up in the Americas last year, this is the perfect time and the perfect place for us to open our very first global flagship location.”
For now, Q New York will be the only location of its type in the United States for Aston Martin, but we would not be shocked if the company eventually decides to build a second location in California. The sunshine state is also a strong market for Aston Martin and having a second location in California would help broaden Q’s marketing reach while also providing easier access to many of the same amenities and features currently offered by Q New York.
Carl Malek has been an automotive journalist for over 10 years. First starting out as a freelance photographer before making the transition to writing during college, his work has appeared on numerous automotive forums as well as websites such as Autoshopper.com.
Carl is also a big fan of British vehicles with the bulk of his devotion going to the Morgan Motor Company as well as offerings from Lotus, MG, and Caterham. When he is not writing about automobiles, Carl enjoys spending time with his family and friends in the Metro Detroit area, as well as spending time with his adorable pets.