Aston Martin reduces production of Aston Martin Rapide

Aston Martin is reportedly cutting down the production of its four-door sports saloon Aston Martin Rapide followed a considerable decrease in demand. It is worth mentioning that Aston Martin Rapide has opened up new avenues in the luxury limousine car market besides other similar segment cars that have also contributed in enhancing the segment such as Porsche Panamera and the Maseratti Quattroporte. But following dip in demand, the English car maker Aston Martin is thinking to reduce production of Rapide. Aston Martin Rapide price in India is Rs 1.5 crore and is available in India in addition to Aston Martin’s other offerings including Aston Martin DB9, Aston Martin DBS, Aston Martin V8 Vantage, and Aston Martin One 77.   

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Since the launch of Aston Martin Rapide in early 2010 and subsequent unveil at the Frankfurt Motor Show, there has been a significant decrease in the number of luxury limousine buyers and this has forced Aston Martin to rethink its production plans, said sources. Reports are in that Aston Martin has closed down its production unit in Austria that was in collaboration with Magna Steyr. With this, Aston Martin Rapide production has been shifted to its facility at Gaydon in England. Notably, all the Aston Martin cars are produced at the Gaydon facility.

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The close of the production unit is said to have incurred around £10 million loss to Aston Martin. It is however obvious that Aston Martin will cut production of other cars so as to accommodate the production of Aston Martin Rapide at Gaydon. In 2010, Aston Martin has set a target of selling around 2000 cars but following low demand, it could not achieve the target and it is expected that it would realign the target to somewhere around 1250 car sales this year. Aston Martin cars in India got considerably good response after it recently entered India. Aston Martin has all its offerings in India except for the small car Aston Martin Cygnet.

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