Aston Martin looking to make its mark in Asia with thrilling new series

It was Ian Fleming's James Bond that helped launch Aston Martin into the realm of popular culture. Now, with a new racing series specifically aimed at the Asian market, the company is attempting to make further inroads into the Chinese luxury market, estimated to be worth more than US$6 billion.

The Aston Martin Asia Cup was launched last month and, unsurprisingly, five of the 12 rounds will take place on the mainland, including the first two rounds in March at the Zhuhai International Circuit. The series has already stirred interest in Hong Kong, Two V8-engined Vantage N24s have already been sold, with the explicit purpose of competing in the series.

'There are a lot of people with a lot of money that needs to be spent,' says Gordon Choy, the general manager of the Hong Kong showroom.

The series' winner will receive a fully sponsored season in GT4.

The launch of the series corresponded with last month's opening of a showroom in Shanghai, the company's first showroom on the mainland in its 94-year history. A second showroom is to open later this month in Beijing. At the launch in Shanghai, Aston Martin chief executive Ulrich Bez, said the Chinese luxury goods market was now the third largest in the world.

'Our competitors are forecasting exponential growth rates for the next few years and I am very confident that with the current product range, Aston Martin will take an equal share in this booming region of the world,' Bez said.

The series is, therefore, an equal exercise in racing and branding.