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Aston Martin – Driving A Cultural Change

Richard Boot OBE DL, Graham Smith, Ian Squires | 07.03.2017

Aston Martin is one of the most iconic brands in the automotive world and it is now on a journey unlike any it has ever made – from being solely a producer of glamorous and very high-end motor cars to becoming a luxury company with a lifestyle product range. In this interview, Aston Martin’s boss describes the strategic and cultural shifts he is engineering in what he calls ‘the never-ending pursuit of excellence.’

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