Case Study: Aston Martin achieves unified customer insights and faster personalization with Salesforce Marketing Cloud

Aston Martin gears up for growth with Salesforce

Aston Martin, the 105‑year‑old British luxury carmaker, needed to bring its handcrafted, highly personalized customer experience into a scalable, data-driven model. With more than 150 dealers in 40+ countries, fragmented systems and manual processes left the company without a single view of customers or a reliable way to track leads, dealer activity, or personalized orders.

By deploying Salesforce Sales Cloud (with Trailhead training) and later Marketing Cloud tools, Aston Martin unified customer and sales data for 150+ employees and 500 dealer users, introduced case-management for its Q personalization service, and enabled mobile access and Chatter collaboration. The result: integrated dashboards and global visibility, faster fulfillment of bespoke requests, better lead tracking and re‑engagement opportunities, and actionable customer insights that support growth and stronger relationships.

Aston Martin

Andy Palmer

President and Chief Executive Officer