Redefining luxury

THE luxury British sports car manufacturer Aston Martin Lagonda has appointed automotive industry veteran Mark Kenworthy to drive the marque forward in the region.

The new automotive general manager for the Middle East, North Africa and India (AMMENA) believes 007 James Bond's favourite car can win even more fans.

Mr Kenworthy said: "The Middle East, including Bahrain, remains a vitally important market for Aston Martin.

"Amongst the regional community there is huge enthusiasm for sports cars, motor racing and English heritage - all of which are areas where Aston Martin excels. Equally, the North African, Turkey and Indian markets represent strong growth potential for the company as we introduce the Aston Martin brand to them.

"I am looking forward to developing the region by both supporting the existing dealers and identifying new partners for countries where we have opportunities to grow the brand.

"Aston Martin has a tremendous potential to grow its share of the luxury car market with new and exciting products none less important than the new four-door sports car; the Rapide which has already seen orders coming from customers that are new to the brand."

Mr Kenworthy, who brings more than 20 years of experience in the industry working with manufacturers and retailers, most recently, managed a vehicle distribution operation in the Middle East.

Aston Martin's chief commercial officer, Michael van der Sande, added: "We are very pleased to have Mark join our AMMENA team as the automotive general manager. His absolute passion for cars coupled with his automotive experience across many facets of the industry will be a key driver to the development of Aston Martin across the Middle East, North Africa, Turkey and India regions."

The marque was purchased for £479 million (BD278m) by a joint venture company, headed by David Richards and co-owned by Investment Dar and Adeem Investment of Kuwait and English businessman John Sinders. US car giant Ford retained a $77m (BD29m) stake in Aston Martin, valuing it at $925m (BD348m).

Montana Motors, the official Aston Martin dealer in Bahrain, unveiled what it described as 'the world's most elegant four door sports car' at a ceremony at the Ritz-Carlton Hotel & Spa back in March.

Motor critics described the Rapide as 'functional yet luxurious' with an 'engaging driving experience synonymous with all Aston Martins'.

Shaikh Ahmed Hasan Al Khalifa, the managing director of Montana Motors, said: "As the marque's first production four-door sports car we have experienced unprecedented demand from our clients. This car has changed the concept of luxury sports cars with its elegance and beautiful design.

"The car retains core brand values of power, beauty and soul with its hand-built 6.0 V12 engine giving benchmark levels of driver engagement. It maintains its stunning design even though it can accommodate four adults in luxury and comfort, creating an Aston Martin which can be enjoyed on any occasion, anytime, anywhere."

The car costs from $200,000, approximately BD76,000.