Aston Martin On Ice
Aston Martin, a more than 100-year-old company, it has a certain Cool that comes with its British racing heritage.
David Brown’s cars are known for the distinctive roar of its engines. Some have been outfitted with rockets and ejector seats as in James Bond films dating back to 1964’s Goldfinger.
Prince Charles received an Aston Martin as a gift from his mother as a young man and passed the vintage model on to his son, Prince William.
Aston Martin is a boutique brand, with global sales of about 4,000 cars a year, its sports cars are priced from $99,900 for the standard Vantage GT model to $284,995 for the Vanquish coupe.
Aston Martin has a driving school, as does Ferrari and Lamborghini. But its Winter driving school is unique.
In the Colorado snow, an elite group of instructors gathers to teach owners and brand fans how to skid, slide, and spin out at Aston Martin on Ice
Aston Martin on Ice is a weekend-long program run by the brand each February, in which adventure seekers are schooled in the art of “Winter performance driving.” For $10,000 participants speed around a snowy expanse on the outskirts of the mountain town of Crested Butte, cosseted by the sumptuous comforts of James Bond’s signature ride.
Carmakers such as Audi, Bentley, and Porsche host similar courses, the trips often include luxe accommodations and gourmet feast. “There are no dealers here,” says Aston Martin’. “Instead, people get to engage with the rally car drivers, with company executives, and with like-minded enthusiasts. They experience the cars together and feed off each other’s excitement. There’s an atmosphere of camaraderie.”
Aston Martin says about 30% of customers of the programs already own at least 1 Aston. And, some owners treat the events as elaborate test drives and end up buying a model they have fallen in love with.
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Paul Ebeling
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