INTERVIEW VIEW
InterviewINTER A Focus on Perfection
An Interview with Ulrich Bez, Chief Executive Offi cer, Aston Martin
How much of an impact have you seen on were a few years ago, when our focus was in Aston Martin’s business in this current eco- england. initially, we wanted 30 percent of our nomic climate, and is it challenging in this sales in england, 30 percent in america, and 30 market to fi nd growth? percent in europe and the rest of the world. this we anticipate seeing a decent and stable is now changing to include 25 percent of our business, but not major growth. we believe that production and sales in growing markets such the more value there is in a car and the more as the middle east, asia, and eastern europe, exclusive it is by design and performance, the which will help us become more stable and give more stability it has. us a wider base. Early in 2008, you launched the DBS. There are a handful of other players in Can you give a brief overview of that prod- the high-end luxury segment. Is it challeng- uct and how it has been received in the ing to differentiate, and how do you show market? what makes this brand unique? the dbs is our top-of-the-line car. the by spending a great deal on marketing, you dbs is considered a good product, not just be- can take something that has no substance and cause of its features and new body. our custom- make it the greatest product on earth. this is ers, who have a lot of experience with other where we are fi ghting because we do not have luxury car brands, are excited about the product a huge marketing and advertising budget. our because it delivers a driving experience that ex- substance is our reputation. no other product in Ulrich Bez ceeds expectation. if the economic situation is the world has such style integrity, which is a re- not really good, like right now, it’s always help- sult of our focus on perfection in the overall de- EDITORS’ NOTE Ulrich Bez joined Aston Martin ful to have a good product. tail of our cars. and we are authentic, because in July 2000 and has overseen a rapid period You’ve also made signifi cant enhance- we are the smallest independent car company of growth involving the moving and building of ments to some of your other earlier models, in the world with our own technology and our new headquarters in Gaydon, England; the de- such as the DB9 and V8 Vantage. own body. we are not set up for mass-market velopment and introduction of new products in- the db9 is a well rounded, special gt lifestyles. all of our people are involved in giv- cluding the DB9, Vanquish, and V8 Vantage; sports car and, for 2009, it has undergone a ing their signature to each piece. in this regard, a new corporate identity; VH architecture; and number of enhancements to improve driver ex- we are very different. but we need intelligent new dealerships. Having worked for Porsche, perience, such as increased power and torque, customers who understand the substance of our need to have a future, and this is why we need exactly. we became profi table. after four developing internet age, and world communi- BMW, and Daewoo before joining Aston Martin, as well as transmission and chassis enhance- cars. to be innovative. this means not only in the years, we had our own technology, with our cations to have an understanding about what Bez was responsible for the development of the ments. the v8 vantage has also been improved Since you joined the company, one product itself, but also in how we live and what own dealer network, purchasing, and logistics, we can do in our business. i put work aside Porsche 993, which many believe to be the fi nest to deliver a power and torque increase, while of your focuses has been the dealership we demonstrate. this is why our new design which enabled us to go to Ford motor company when i am in the car with my wife and my two of the 911 series. Bez was born in Bad Cannstatt, also improving fuel economy by more than 10 network. Is that where you want it to be studio is a sustainable building, which is cooled and ask it to release us and give us freedom to girls, and we have time to talk about whatever Germany, in 1943, and has a doctorate in engi- percent. today, and do you see major changes in and heated from the earth using only sustain- develop the brand further. concerns them in school or sports. but it always neering from the University of Stuttgart. He is the Aston Martin is known as a very high- terms of how the dealerships will look in able material with a huge storage of co2. it’s There are many people at Aston Martin comes back to our real-life experience. so, in author of more than 40 scientifi c articles on sub- end brand. Do you defi ne your market as ex- the future? where we show our responsibility, but we also who have had an opportunity to work principle, it’s life. jects related to the motor industry. Bez has com- tremely niche, or is it somewhat broader? so far, i have been really happy with how show new technology in our craftsmanship. we closely with you and who know you well. If One would think an exciting part of mitted to remaining with Aston Martin as CEO this is a very niche market considering that we’ve built up our dealerships from 60 to 128 need to be ahead of the big game, because the I were talking to some of them without you the job is having access to all these great for the next fi ve years. around 50 million cars are sold in the world, dealerships worldwide. in america, we continue only way an independent small company can in the room and asked them what it was cars. What do you drive, and do you have and we’re going to make 6,000 to 7,000 units. in to expand. i just came out of a meeting where be successful is in being quick, fl exible, cre- like to work for Dr. Ulrich Bez, what do you to try all the cars? COMPANY BRIEF Aston Martin Lagonda america, 13 or 14 million cars are sold, and we we discussed salt Lake city, utah; austin, texas; ative, and fast growing. think they’d say? nearly every day, i’m driving something Limited (www. astonmartin.com) is a British sell about 1,500 to 2,000. so this is very special. charlotte, north carolina; and other potential When you look back to 2000, when the they would probably start laughing and different, and that sounds like the exciting part manufacturer of luxury sports cars. The com- i still think that in america, a lot of people do outlets. we are also expanding into greece, opportunity came up to join and lead Aston say this guy never gives us a raise. he is al- of my job. but i drive a car with parts of all pany name is derived from the name of one of know us, but there are a lot of people who do turkey, and other countries in eastern europe. Martin, what excited you about it? And look- ways running and challenging us, more often types, cars under development, and bench- the company’s founders, Lionel Martin, and not know us and who would be interested in we just started in the czech republic, and we ing back some eight years, has it been what when he is traveling, because then he has time mark cars. and i drive competitor cars. and i from the Aston Hill speed hill climb near Aston aston martin. so we need to be stronger in com- have a foothold in moscow. so there will be a lot you expected? to think about it. i am challenging, but i think have to do this in the evening, and sometimes Clinton in Buckinghamshire. From 1994 to municating the aston martin values in america, of activity and many challenges in the future. this is a very good place, but i was excited my employees fi nd that rewarding. i’m angry because i’m not happy with what 2007, Aston Martin was part of the Premier because america is a great base and a great You made sure you had a state-of-the- because i felt there was a lot to develop. and i With all the technology out there today, i have to drive, whatever it is. so it can be Automotive Group, a division of the Ford Motor market. art production facility in 2007 when you told them i needed fi ve years to develop some- how challenging is it to get away from the really hard. i enjoy it only when i’m on the Company. In May 2007, it was bought by a Will England, Europe, and North opened a new stand-alone design center. thing with the plans we had in mind, and that’s business, and do you ever turn it off? test track and have a good car, and the car is consortium led by British businessman David America remain your key areas of focus? How critical is innovation for the brand? exactly what they gave me. not really, because this is my life, and i smoothly running, braking, and steering. that Richards and two major international in- Where is your focus with regard to emerg- innovation is very important, because we And after those fi ve years, you were enjoy this very much. and this business is not is really relaxing. then i don’t think about vestment houses, Investment Dar and Adeem ing markets? have enough heritage and history. i am con- having such a good time that you couldn’t just the speed and rubber. i think about all business; i think only about the car and how Investment Company, both based in Kuwait. we are defi nitely growing from where we vinced that, on the basis of such a heritage, we leave? kinds of things such as political situations, the i get along.• 36 Leaders posted with permission. copyright © 2009 leaders magazine, inc. volume 32, number 1 INTERVIEW VIEW
InterviewINTER A Focus on Perfection
An Interview with Ulrich Bez, Chief Executive Offi cer, Aston Martin
How much of an impact have you seen on were a few years ago, when our focus was in Aston Martin’s business in this current eco- england. initially, we wanted 30 percent of our nomic climate, and is it challenging in this sales in england, 30 percent in america, and 30 market to fi nd growth? percent in europe and the rest of the world. this we anticipate seeing a decent and stable is now changing to include 25 percent of our business, but not major growth. we believe that production and sales in growing markets such the more value there is in a car and the more as the middle east, asia, and eastern europe, exclusive it is by design and performance, the which will help us become more stable and give more stability it has. us a wider base. Early in 2008, you launched the DBS. There are a handful of other players in Can you give a brief overview of that prod- the high-end luxury segment. Is it challeng- uct and how it has been received in the ing to differentiate, and how do you show market? what makes this brand unique? the dbs is our top-of-the-line car. the by spending a great deal on marketing, you dbs is considered a good product, not just be- can take something that has no substance and cause of its features and new body. our custom- make it the greatest product on earth. this is ers, who have a lot of experience with other where we are fi ghting because we do not have luxury car brands, are excited about the product a huge marketing and advertising budget. our because it delivers a driving experience that ex- substance is our reputation. no other product in Ulrich Bez ceeds expectation. if the economic situation is the world has such style integrity, which is a re- not really good, like right now, it’s always help- sult of our focus on perfection in the overall de- EDITORS’ NOTE Ulrich Bez joined Aston Martin ful to have a good product. tail of our cars. and we are authentic, because in July 2000 and has overseen a rapid period You’ve also made signifi cant enhance- we are the smallest independent car company of growth involving the moving and building of ments to some of your other earlier models, in the world with our own technology and our new headquarters in Gaydon, England; the de- such as the DB9 and V8 Vantage. own body. we are not set up for mass-market velopment and introduction of new products in- the db9 is a well rounded, special gt lifestyles. all of our people are involved in giv- cluding the DB9, Vanquish, and V8 Vantage; sports car and, for 2009, it has undergone a ing their signature to each piece. in this regard, a new corporate identity; VH architecture; and number of enhancements to improve driver ex- we are very different. but we need intelligent new dealerships. Having worked for Porsche, perience, such as increased power and torque, customers who understand the substance of our need to have a future, and this is why we need exactly. we became profi table. after four developing internet age, and world communi- BMW, and Daewoo before joining Aston Martin, as well as transmission and chassis enhance- cars. to be innovative. this means not only in the years, we had our own technology, with our cations to have an understanding about what Bez was responsible for the development of the ments. the v8 vantage has also been improved Since you joined the company, one product itself, but also in how we live and what own dealer network, purchasing, and logistics, we can do in our business. i put work aside Porsche 993, which many believe to be the fi nest to deliver a power and torque increase, while of your focuses has been the dealership we demonstrate. this is why our new design which enabled us to go to Ford motor company when i am in the car with my wife and my two of the 911 series. Bez was born in Bad Cannstatt, also improving fuel economy by more than 10 network. Is that where you want it to be studio is a sustainable building, which is cooled and ask it to release us and give us freedom to girls, and we have time to talk about whatever Germany, in 1943, and has a doctorate in engi- percent. today, and do you see major changes in and heated from the earth using only sustain- develop the brand further. concerns them in school or sports. but it always neering from the University of Stuttgart. He is the Aston Martin is known as a very high- terms of how the dealerships will look in able material with a huge storage of co2. it’s There are many people at Aston Martin comes back to our real-life experience. so, in author of more than 40 scientifi c articles on sub- end brand. Do you defi ne your market as ex- the future? where we show our responsibility, but we also who have had an opportunity to work principle, it’s life. jects related to the motor industry. Bez has com- tremely niche, or is it somewhat broader? so far, i have been really happy with how show new technology in our craftsmanship. we closely with you and who know you well. If One would think an exciting part of mitted to remaining with Aston Martin as CEO this is a very niche market considering that we’ve built up our dealerships from 60 to 128 need to be ahead of the big game, because the I were talking to some of them without you the job is having access to all these great for the next fi ve years. around 50 million cars are sold in the world, dealerships worldwide. in america, we continue only way an independent small company can in the room and asked them what it was cars. What do you drive, and do you have and we’re going to make 6,000 to 7,000 units. in to expand. i just came out of a meeting where be successful is in being quick, fl exible, cre- like to work for Dr. Ulrich Bez, what do you to try all the cars? COMPANY BRIEF Aston Martin Lagonda america, 13 or 14 million cars are sold, and we we discussed salt Lake city, utah; austin, texas; ative, and fast growing. think they’d say? nearly every day, i’m driving something Limited (www. astonmartin.com) is a British sell about 1,500 to 2,000. so this is very special. charlotte, north carolina; and other potential When you look back to 2000, when the they would probably start laughing and different, and that sounds like the exciting part manufacturer of luxury sports cars. The com- i still think that in america, a lot of people do outlets. we are also expanding into greece, opportunity came up to join and lead Aston say this guy never gives us a raise. he is al- of my job. but i drive a car with parts of all pany name is derived from the name of one of know us, but there are a lot of people who do turkey, and other countries in eastern europe. Martin, what excited you about it? And look- ways running and challenging us, more often types, cars under development, and bench- the company’s founders, Lionel Martin, and not know us and who would be interested in we just started in the czech republic, and we ing back some eight years, has it been what when he is traveling, because then he has time mark cars. and i drive competitor cars. and i from the Aston Hill speed hill climb near Aston aston martin. so we need to be stronger in com- have a foothold in moscow. so there will be a lot you expected? to think about it. i am challenging, but i think have to do this in the evening, and sometimes Clinton in Buckinghamshire. From 1994 to municating the aston martin values in america, of activity and many challenges in the future. this is a very good place, but i was excited my employees fi nd that rewarding. i’m angry because i’m not happy with what 2007, Aston Martin was part of the Premier because america is a great base and a great You made sure you had a state-of-the- because i felt there was a lot to develop. and i With all the technology out there today, i have to drive, whatever it is. so it can be Automotive Group, a division of the Ford Motor market. art production facility in 2007 when you told them i needed fi ve years to develop some- how challenging is it to get away from the really hard. i enjoy it only when i’m on the Company. In May 2007, it was bought by a Will England, Europe, and North opened a new stand-alone design center. thing with the plans we had in mind, and that’s business, and do you ever turn it off? test track and have a good car, and the car is consortium led by British businessman David America remain your key areas of focus? How critical is innovation for the brand? exactly what they gave me. not really, because this is my life, and i smoothly running, braking, and steering. that Richards and two major international in- Where is your focus with regard to emerg- innovation is very important, because we And after those fi ve years, you were enjoy this very much. and this business is not is really relaxing. then i don’t think about vestment houses, Investment Dar and Adeem ing markets? have enough heritage and history. i am con- having such a good time that you couldn’t just the speed and rubber. i think about all business; i think only about the car and how Investment Company, both based in Kuwait. we are defi nitely growing from where we vinced that, on the basis of such a heritage, we leave? kinds of things such as political situations, the i get along.• volume 32, number 1 posted with permission. copyright © 2009 leaders magazine, inc. Leaders 37