{"id":11677,"date":"2018-10-03T17:30:42","date_gmt":"2018-10-03T16:30:42","guid":{"rendered":"http:\/\/sport-auto.ch\/essais\/?post_type=post&p=11677"},"modified":"2023-03-31T06:31:36","modified_gmt":"2023-03-31T05:31:36","slug":"inauguration-aston-martin-geneva","status":"publish","type":"post","link":"https:\/\/sport-auto.ch\/essais\/inauguration-aston-martin-geneva\/","title":{"rendered":"INAUGURATION – ASTON MARTIN GENEVA"},"content":{"rendered":"

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INAUGURATION
ASTON MARTIN GENEVA<\/h1>\n

Le reportage Sport-Auto.ch du 3 octobre 2018<\/h2>\n

R\u00e9daction :\u00a0Laurent Missbauer
Photographies :\u00a0Bob de Graffenried, D.R. Aston Martin<\/h4>\n

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\nAston Martin a le vent en poupe. En pr\u00e9vision de son expansion qui pr\u00e9voit le lancement d\u2019un nouveau mod\u00e8le tous les neuf mois, le constructeur britannique a revu la conception de ses concessions. La derni\u00e8re en date a \u00e9t\u00e9 celle d\u2019Aston Martin Geneva qui a \u00e9t\u00e9 inaugur\u00e9e le 28 septembre \u00e0 Nyon, au num\u00e9ro 298 de la Route de Saint-Cergue. Sport-Auto.ch a \u00e9t\u00e9 invit\u00e9 \u00e0 la d\u00e9couvrir avec son directeur g\u00e9n\u00e9ral Thilo Martin, ainsi qu\u2019avec Christian Marti, vice-pr\u00e9sident d\u2019Aston Martin au niveau mondial, et Ulrich Sch\u00e4fer, pr\u00e9sident d\u2019Aston Martin Europe.<\/strong><\/p>\n

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La premi\u00e8re chose qui surprend lorsqu\u2019on arrive devant les nouveaux locaux d\u2019Aston Martin Geneva, c\u2019est l\u2019imposante fa\u00e7ade vitr\u00e9e. Celle-ci p\u00e8se 30 tonnes et permet d\u2019admirer les diff\u00e9rents bolides expos\u00e9s \u00e0 l\u2019int\u00e9rieur de la concession m\u00eame lorsque celle-ci est ferm\u00e9e. Une fois \u00e0 l\u2019int\u00e9rieur, les mat\u00e9riaux choisis offrent un savant m\u00e9lange de luxe et de raffinement.<\/p>\n

\u00abL\u2019int\u00e9rieur de notre concession a \u00e9t\u00e9 pens\u00e9 de fa\u00e7on \u00e0 ce qu\u2019il r\u00e9ponde au mieux aux attentes de notre client\u00e8le\u00bb, nous explique Thilo Martin. \u00abNous voulions quelque chose qui soit \u00e0 la fois fonctionnel et chaleureux.\u00bb Cela, en respectant scrupuleusement les nouvelles directives d\u2019Aston Martin au niveau de l\u2019identit\u00e9 de la marque. La concession d\u2019Aston Martin Geneva est l\u2019une des premi\u00e8res au monde \u00e0 respecter ces nouvelles directives.<\/p>\n

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Parmi ces directives figure notamment la pr\u00e9sence d\u2019un espace d\u00e9di\u00e9 \u00e0 la personnalisation de la voiture avec diff\u00e9rents choix de cuirs, de couleurs de carrosserie et de mat\u00e9riaux nobles destin\u00e9s \u00e0 l\u2019habillage de l\u2019int\u00e9rieur (bois pr\u00e9cieux, fibres de carbone, etc\u2026). Les sols en laque blanche, au milieu du show-room, et en parquet en chevrons, sur le c\u00f4t\u00e9 gauche du show-room, sont \u00e9galement d\u00e9finis avec pr\u00e9cision.<\/p>\n

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C\u2019est justement sur un parquet en chevrons que se trouve la nouvelle Aston Martin DBS Superleggera que nous avions eu le privil\u00e8ge de d\u00e9couvrir en avant-premi\u00e8re mondiale ce printemps \u00e0 Londres.<\/a><\/p>\n

Les parois avec des panneaux de bois ajour\u00e9s font partie elles aussi de la nouvelle identit\u00e9 de la marque. L\u2019une de ces parois d\u00e9crit par le texte et par l\u2019image la riche histoire d\u2019Aston Martin. Son origine remonte \u00e0 1913, ann\u00e9e o\u00f9 elle a \u00e9t\u00e9 fond\u00e9e par Lionel Martin et Robert Bamford sous l\u2019appellation de \u00abBamford and Martin Limited\u00bb. Le nom d\u2019Aston Martin appara\u00eet une ann\u00e9e plus tard lorsque Lionel Martin remporte la course de c\u00f4te d\u2019Aston.<\/p>\n

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A l\u2019autre extr\u00e9mit\u00e9 de la paroi, l\u2019histoire chronologique de la marque se termine provisoirement par l\u2019annonce d\u2019Andy Palmer, le directeur g\u00e9n\u00e9ral d\u2019Aston Martin, qui d\u00e9crit comme suit le plan d\u2019expansion strat\u00e9gique pour les ann\u00e9es 2015 \u00e0 2022\u00a0: \u00abNous pr\u00e9senterons un nouveau mod\u00e8le tous les neuf mois.\u00bb Au-dessous de l\u2019ann\u00e9e 2019, on peut d\u00e9j\u00e0 y voir les photos de la nouvelle berline Aston Martin RapidE 100% \u00e9lectrique et de la future supercar Walkyrie r\u00e9alis\u00e9e en collaboration avec les ing\u00e9nieurs de l\u2019\u00e9quipe de F1 Red Bull \u00e0 laquelle Aston Martin est tr\u00e8s \u00e9troitement associ\u00e9e. Cela au point de s\u2019appeler depuis cette ann\u00e9e Aston Martin Red Bull F1 Racing Team.<\/p>\n

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Toujours au-dessous l\u2019ann\u00e9e 2019, figure \u00e9galement un dessin de la future usine de St. Athans qui sera inaugur\u00e9e l\u2019ann\u00e9e prochaine. Ce nouveau complexe sera le centre n\u00e9vralgique d\u2019Aston Martin en ce qui concerne l\u2019\u00e9lectrification de ses mod\u00e8les, \u00e0 commencer par celui, \u00e9voqu\u00e9 ci-dessus, de la RapideE qui sera la premi\u00e8re voiture z\u00e9ro \u00e9mission de la firme. L\u2019usine de St. Athans devrait \u00e9galement devenir le lieu de production du futur DBX, le premier SUV d\u2019Aston Martin.<\/p>\n

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Entre 1913 et 2019, Thilo Martin s\u2019arr\u00eate un peu plus longuement sur les ann\u00e9es 1959 et 1964. La premi\u00e8re ann\u00e9e co\u00efncide avec la victoire au classement g\u00e9n\u00e9ral des 24 Heures du Mans de l\u2019Aston Martin DBR1 de Carroll Shelby et de Roy Salvadori devant une autre Aston Martin DBR1, celle confi\u00e9e \u00e0 Maurice Trintignant et Paul Fr\u00e8re. Quant \u00e0 la seconde ann\u00e9e, elle marque les grands d\u00e9buts d\u2019Aston Martin en tant que voiture officielle de James Bond avec la DB5 conduite par Sean Connery dans Goldfinger, notamment au col de la Furka qui relie le canton du Valais \u00e0 celui d\u2019Uri.<\/p>\n

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Pour la petite histoire, on rel\u00e8vera que Christian Marti, vice-pr\u00e9sident d\u2019Aston Martin au niveau mondial, a longtemps travaill\u00e9 chez BMW. Il y a notamment \u00e9t\u00e9 \u00abProduct Manager\u00bb des gammes Z3 et Z8, deux mod\u00e8les qui ont \u00e9galement v\u00e9hicul\u00e9 James Bond lors de quelques-unes de ses infid\u00e9lit\u00e9s \u00e0 Aston Martin. Ci-dessus en notre compagnie, Christian Marti nous a d’ailleurs confirm\u00e9 que le constructeur britannique va, dans un futur proche, proposer une bo\u00eete manuelle sur sa nouvelle Vantage V8.<\/p>\n

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Apr\u00e8s nous avoir fait visiter le showroom d\u2019Aston Martin Geneva qui, au rez-de-chauss\u00e9e, fait face \u00e0 celui de Rolls-Royce Geneva, Thilo Martin nous emm\u00e8ne \u00e0 l\u2019\u00e9tage o\u00f9 une mezzanine surplombe les espaces d\u00e9di\u00e9es aux deux marques. Ce premier \u00e9tage accueille diff\u00e9rents bureaux et deux espaces bien distincts. Dans le premier se trouve une superbe Aston Martin DB6 Vantage de 1966, alors que le second accueille une Koenigsegg CCXR Trevita, l’une des supercars les plus rapides de la plan\u00e8te. Pegasus Automotive Group, l\u2019entit\u00e9 qui chapeaute Aston Martin Geneva et Rolls-Royce Geneva, est en effet \u00e9galement l\u2019importateur de Koenigsegg en Suisse.<\/p>\n

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Avant de redescendre au rez-de-chauss\u00e9e, Thilo Martin nous fait \u00e9galement visiter l\u2019atelier. Celui-ci, d\u2019une superficie de 720 m\u00e8tres carr\u00e9s, permet d\u2019assurer l\u2019entretien de dix voitures \u00e0 la fois. Tout semble donc r\u00e9uni pour qu\u2019Aston Martin poursuive avec succ\u00e8s, \u00e9galement en Suisse romande, la strat\u00e9gie d\u2019expansion qu\u2019Ulrich Sch\u00e4fer nous avait d\u00e9taill\u00e9e il y a douze mois lors, de la pr\u00e9sentation en premi\u00e8re mondiale de l\u2019Aston Martin DB11 Volante \u00e0 Francfort.<\/a><\/p>\n

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A Nyon, Ulrich Sch\u00e4fer nous a une nouvelle fois confirm\u00e9 l\u2019importance du march\u00e9 helv\u00e9tique pour Aston\u00a0Martin : \u00abLa Suisse totalise 20% de nos ventes en Europe continentale.\u00bb Cela explique largement les raisons qui l\u2019ont incit\u00e9 \u00e0 visiter Aston Martin Geneva non seulement avec Christian Marti, mais \u00e9galement avec Bastian Sch\u00e4fer, directeur du marketing et de la communication d\u2019Aston Martin pour l\u2019Europe continentale, et Bettina Waldhart, charg\u00e9e des relations presse pour Aston Martin en France et en Suisse.<\/p>\n

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Remerciements<\/h2>\n

Merci \u00e0 Aston Martin pour cette invitation \u00e0 visiter la nouvelle concession Aston Martin Geneva \u00e0 Nyon.<\/em><\/p>\n

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