Aug 8, 2023, 09:00 AM

Aston Martin announces senior appointments in Greater China

  • Vastly experienced Aston Martin executive Andy Haslam to become the company’s new Regional President for Greater China
  • Luxury segment and China market expert Bernd Pichler joins Aston Martin as Managing Director to support brand’s growth ambitions in fastest-growing region


8 August 2023, Gaydon: Aston Martin has expanded its leadership in the key strategic growth market that China represents, with the appointment of Andy Haslam as Regional President for Greater China and Bernd Pichler as Managing Director, Greater China.

The two new appointments add a wealth of luxury sector and high-performance product experience to Aston Martin’s team in China, as the iconic British brand seeks to capitalise on one of its most important regions for growth. In 2022, wholesales to Greater China increased by 3% despite global supply chain challenges and local COVID-19 lockdowns, following on from a record-breaking year of Aston Martin sales in 2021.

Having joined Aston Martin in 2005, Andy Haslam has more than 18 years’ experience in the company’s product development and commercial functions, having most recently served as Head of Project Management. Prior to commencing that position he was responsible for global sales and parts operations and spent more than five years as Vehicle Line Director for DBX – leading the team that established Aston Martin’s new manufacturing facility in St Athan and delivery of the marque’s first luxury SUV product from concept sketch to series production car.

Relocating to Shanghai, Andy will take over the responsibilities of Freda Wang, who is leaving Aston Martin to pursue other opportunities. He will be closely supported in the region by the senior appointment of Bernd Pichler as Managing Director, Greater China. Joining Aston Martin from his previous position as Managing Director for Bentley Motors in Chinese mainland, Hong Kong and Macau, Bernd oversaw all local operations and sales in the company’s second-largest region.

Having lived and worked in Asia since 2005, Bernd has more than two decades of leadership experience and a track record of driving commercial growth in China for major automotive brands, including within the luxury segment.

Amedeo Felisa, Chief Executive Officer of Aston Martin, said: “Given our significant brand appeal locally and the huge opportunity within the growing ultra-luxury segment, the region of Greater China holds enormous potential for Aston Martin. Through these senior appointments, I believe we are further expanding and complimenting the experience of our team locally as we focus on accelerating growth.

“In Andy and Bernd, we are appointing two individuals who hold exceptional understanding of the luxury segment, our high-performance product portfolio and the needs and opportunities of the China market. I am excited about the significant role that they can play as we move forward in our vision to the world’s most desirable ultra-luxury British performance brand.

“I would also like to thank Freda Wang for her hard work and the progress made in China to date and wish her the very best for the future.”


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