• Bond helps but engineer the hero at Aston Martin

JAMES Bond is credited with helping to boost Aston Martin into profit for the first time in 40 years.  The Bond factor is acknowledged by Ulrich Bez, Ford’s own special agent, brought in to revitalise the prestigious but languishing marque in 2000.  And such has been his success in turning around the car’s fortunes, that production has risen from 300 a year to 5,000, of which some 70per cent are now sold outside Britain.

By some aberration, Ian Fleming’s agent was linked with another car name prior to this latest movie, but returned to his true style in the Aston Martin for the 2006 film.  The DBS model driven by Daniel Craig has undoubtedly brought renewed attention to the marque, and this model (seen above)will go into limited-run production this summer at £160,000.

Bez is an engineer as well as an astute marketing man. A 62year-old German, and a former executive at Porsche, he attributes much of the brand’s success to the growth of the super-rich world wide, as well as his own efforts, and the car’s distinctive quality.

“It is the most beautiful, aesthetic car in the world,” he says.  “There is no competition.  This is the base factor for its success.”  He goes on to say that Ferraris are “too loud”, Bentleys “too big”, and Porsches “mass produced”, and maintains that Aston appeals to wealthy buyers who want the sports performance and exclusivity of an Italian sports car, but with a touch of “English understatement”.

He is by no means complacement about the future.  Indeed, he believes both the European and American car markets face being swamped by cheap imports from Asia over the next 5 years, and that it is only by diversifying into niche models and exclusive markets that the shrewd operators can survive – as witnessed in other fields.

Under his guidance, Aston Martin seems in good shape to meet the threat, taking the Chinese on by exporting the first Astons there, and also into Russia, while dramatically increasing American exports. As sales continue to grow, it looks like a new plant will be needed, as the main factory in the heart of England, in Warwickshire, is nearing maximum capacity production.

Bond may have helped but Bez  has done the business.