Aston Martin Launches High-Performance AMR Brand in Shanghai

By Paul Joseph

The Shanghai Auto Show, which is currently taking place in China, marks the Chinese debut of Aston Martin’s high-performance brand AMR, billed as bringing a new dimension of race inspired dynamism and performance to the British marquee.

Reflecting Aston Martin’s racing pedigree, AMR takes technology and inspiration from motorsport to amplify the sporting prowess present across the model range. With enhanced performance, sharper dynamics and more powerful design language, Aston Martin says AMR takes the brand’s road cars to new and exciting extremes.

Making its Asia debut, the Rapide AMR represents the first tier of AMR, enhancing the four-door sports car with a comprehensive suite of power, chassis and styling upgrades, plus a spectacular new interior treatment.

Aston Martin President and CEO, Dr Andy Palmer said: “AMR is something we have wanted to bring to fruition for some time. Cars such as the Vantage GT8 and Vantage GT12 confirmed that our customers love raw, race-bred models, but we also knew there was an opportunity to create cars that offer a sharper performance focus but stop short of those truly hard-core, special series models. With the AMR brand we have the perfect platform to deliver both."

The Rapide AMR unveiled in Shanghai, and the Vantage AMR Pro shown at the 2017 Geneva show are both confirmed for production: The Rapide as a run of only 210 cars; the Vantage in an extremely limited series of no more than 7 cars.

Mr Palmer says the launch of Aston Martin AMR  marks the start of a programme that will eventually see an AMR version of every model in the Aston Martin range.

The luxury carmaker also arrived in Shanghai with an example of the marque’s enhanced Q by Aston Martin bespoke service. The personalisation service has evolved into a multi-tiered offering, giving customers almost limitless opportunities to create their own unique Aston Martin through enhanced levels of design and customer interaction. 

Aston Martin first entered the Chinese market in 2008 and currently has 15 dealerships in mainland China. 

By Paul Joseph