Luxury British sports car manufacturer Aston Martin has appointed Only to help inform an entire fleet of new vehicles. The manufacturer plans to broaden its range of cars to include new sports cars and a small SUV to attract younger and female buyers. Only will support Aston Martin through a new global customer segmentation designed to inform product and marketing strategy into the future.

The project will lay a foundation for a user-centered approach to automotive design, defining design requirements based on what is known about prospective customers and the environment in which they will interact with their cars. As a priority, the project will look to uncover and define opportunities for Aston Martin within the luxury SUV market.

Update: we have written more on our approach to this customer segmentation on our blog. The outputs have gone on to inform a new generation of vehicles at Aston Martin and were introduced to press at the Geneva Motor show by CEO Andy Palmer.