Crafting Bespoke Creations with "Q"

Bespoke services from "Q by Aston Martin" and restoration of classic models. Aston Martin, the maker of legendary cars, is diversifying its automotive business. One facet of this is "Q by Aston Martin."

As you may know, Aston Martin is a traditional British sports car brand celebrating its 102nd anniversary in 2015. Beyond producing standard cars, it is now engaged in fascinating new business ventures. One of these is "Q by Aston Martin." In essence, it's a bespoke service that crafts a one-of-a-kind Aston Martin for each customer, according to their specific order.

The "Q" showroom space

Q by Aston Martin

We covered this at the company's headquarters in Gaydon, Warwickshire, England. This service, officially announced in 2012, aims to "realize customers' individual desires with our craftsmanship and expertise," to borrow the words from Aston Martin's website.

"The objective is to provide a service for customers who seek something more personal," says Matthew Bennett, General Manager of the Q and VIP Sales division.

This project itself was reportedly a brainchild of Mr. Bennett.

He felt there was a demand for a business that caters to affluent individuals desiring their own unique vehicle, offering custom interiors with special materials and bespoke exterior color schemes.

"At Q, we spare no effort to achieve a high level of perfection. We create value through quality and finish. Customers approach their local Aston Martin dealer or visit us here in Gaydon to select a car and discuss their vision. Our expert team, including our design department, then brings it to life."

General Manager Matthew Bennett

Bringing Concepts to Life in Every Detail

For a customer who loves horses, the seats might be stitched with equestrian motifs, and the leather parts and specially crafted luggage could feature saddle and saddlebag designs. Alternatively, abstract concepts like "volcano" can be commissioned and expressed through various color schemes.

"What I want to show you is the intricate craftsmanship. Especially areas requiring significant effort, like the gradient color on the bonnet, we believe directly contribute to the customer's pride," says Mr. Bennett.

Seat samples

A model created from the "volcano" concept

One customer even requested, "I want you to make a plaque for my Aston Martin with this," specifying a scarab beetle. "We incorporated it beautifully into the wing logo on the bonnet. Though I can't guarantee its durability," Mr. Bennett shared with a slight wry smile.

The time required to complete a custom car typically ranges from three to four months, depending on the complexity. In 2013, 100 such bespoke vehicles were crafted here and delivered to customers, primarily in the Middle East and North America.

A Naming That Evokes "007"

Speaking of "Q," those familiar with "007" will likely recognize the name. It refers to the research and development division of the intelligence agency that develops new gadgets for James Bond. In the latest film, "Skyfall," the young actor Ben Whishaw portrayed the head of Q. Q's specialty is modifying Aston Martins.

"Did we seek permission from the Broccoli family (the film's producers) to use the name Q? No, it has nothing to do with the movie. There are no machine guns equipped either," Mr. Bennett said with a laugh. Regardless, with a body color option now called "Skyfall" and skillful utilization of the film's connection, it's a highly evocative name for Aston Martin and its customers.

Aston Martin's headquarters in Gaydon, located 140 km northwest of London

Epochal models from the early days, including "007" specifications, are on display

Meanwhile, classic models are also a significant asset for Aston Martin. At Newport Pagnell, where numerous legendary sports cars like the "DB Series" were produced before the company moved its headquarters and factory to Gaydon, services for owners of older models are provided under the name Aston Martin Works.

One aspect is maintenance. "The fact that vehicles are maintained at Aston Martin's directly operated factory enhances their value in the classic car market, leading to vehicles being brought here from all over the world. Simultaneously, if specialized know-how is required for low-volume models, our directly operated factory can respond immediately, which is a strength," says Paul Spire, who handles public relations for Aston Martin Works.

Q by Aston Martin & Aston Martin Works
Q by Aston Martin & Aston Martin Works

New and Classic Cars, Tailored to the Owner's Wishes

A Visit to Aston Martin's Bespoke and Restoration Division, Q and Works (Part 4)

Reassuring After-Sales Support for Historic Car Owners

The facility is located across the road from the old company building and factory. Until you open the door and step inside, you wouldn't imagine it to be a treasure trove filled with old Aston Martins. It's divided into three main sections: a service factory for relatively recent cars, a factory for full restorations of vehicles from the golden era, primarily the 1950s and 60s, and a showroom for selling these fully restored classic models.

"We have consistently believed that after-sales care is paramount. And ensuring that skilled technicians perform their work properly. Manufacturers that fail to do so cannot sustain themselves, no matter how excellent their products. For example, Jensen (a British sports car manufacturer) produced fine cars for a time but disappeared due to an inability to support its customer base. Aston Martin has 90% of its historically produced models still operational today."

A showroom crowded with models from various eras

Sheet metal work using the uniquely British rolling machine

In the workshop, lined with uniquely British rolling machines used to form body panels by rolling aluminum sheets, a "DB4GT Zagato" was undergoing restoration. Only 19 of these were produced between 1960 and 1963, making it one of the most sought-after classic sports cars. Incidentally, although this car bears the Zagato plaque on its body, the bodywork itself was done in Britain.

Europeans tend to prefer preserving even the marks of paint wear around the fenders caused by tire contact on models that raced historically. Americans, on the other hand, often seek a condition akin to new.

According to Mr. Spire, it is possible here to restore vehicles to their original condition, including using lacquer paints whose use is limited due to environmental regulations. Conversely, modern technologies such as air conditioning and air suspension can also be incorporated into past models.

Indeed, such orders are received from customers in the Middle East and elsewhere.

Aston Martin's commitment to supporting even rare, special models continues to be a reassuring presence for automotive enthusiasts, not just owners.