The Nurburgring is steeped in racing history, having hosted some of the world’s most storied races for close to 90 years.
Lately, however, the track racing fans simply call ‘The Ring’ has been making headlines in the auto industry for an entirely different reason. A number of the world’s most prestigious car brands have recently opened their own retail stores inside the track, including Ferrari, which opened its latest specialty store at the fabled racing track.
The latest car maker to make their retail debut at the track is Aston Martin, who showed off their One-77 super car at the German Grand Prix a few weeks ago, is joining a list of other marquees that have put their brands at the heart of one of the world’s most famous racing tracks. The move comes in the middle of the track’s reinvention with the objective of broadening the destination as more than just a race track, but, apparently, also as a shopping destination.
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For Aston Martin, the new store is also historical in context. The UK-based auto makers responsible for some of the fastest machines in the world, not to mention a number of James Bond’s thrill rides, is making its first foray into the fashion and accessories industry and their new store at the ‘Ring marks the first time Aston Martin is opening a dedicated outlet for its merchandise.
According to Dr. Ulrich Bez, the CEO of Aston Martin: "During every visit to the Nurburgring we have experienced tremendous support from fans, who have shown a great affection for our brand. We hope that the opening of the Aston Martin store here at the Nurburgring will offer these supporters of our company a chance to get a little closer to the brand."
The new Aston Martin store is expected to cater to a wide variety of audiences, thanks in large part to the number of merchandise it is expected to have on sale. Among these include fashion items, luggage, luxury gifts, and of course, the company’s exclusive line of 007 merchandise.
The store, which covers an area of 2,582 square feet, can be found right smack in the middle of Grand Ring Boulevard, together with all the retail stores of rival manufacturers.
In a day and age where the market for car buyers has dried up greatly, automakers are finding new and different ways to market their goods for profit. For Aston Martin, it’s setting up shop at one of the world’s most-visited race tracks with the hope that people who visit the Nurburgring in the future go there not just for the races anymore, but also to shop at these exclusive stores.