Michael Straughan OBE discusses the ultra-luxury automotive industry

You have an extensive background in the automotive industry, what makes Aston Martin so special?

"Aston Martin is a very special luxury brand and not just a car marque. The brand resonates with so many people and the Aston wings are recognised instantly. People have a connection with Aston Martin although very few will be able to own one. Of course, we owe a lot to James Bond for that, but it goes much, much further.

Britishness and luxury still work so well together and throw in a good measure of craftsmanship, and you end up with a winning formula."

Where do you see the direction of the luxury car sector heading in the next 10 years?

"Our industry is about to go through the biggest change since the invention of the internal combustion engine. The new entrants into our segment have disrupted the traditional automotive players.

To be successful it is important to understand how our brand will sit in the new world. To some extent we are fortunate to have cemented our place in the high luxury segment dominated by British and Italian brands. We must embrace new technologies but ensure that they are relevant to the luxury sector. At the heart of our progress into the future remains beautiful design and the use of exquisite materials. This sets us apart from the premium segment."

What’s the key to being a successful?leader?within ultra-luxury brands??

"I have worked in the ultra-luxury segment for over 10 years in both automotive and marine. In all those companies, craftsmanship has been a critical element of the products we made. Leading a workforce of craftsmen and women is quite different to an environment where processes are much more reliant upon automation and pace. It is important to ensure that our people can understand the expectations of our customers who often lead quite different lifestyles to our own."