Aston Martin, the renowned British luxury sports car brand closely associated with the James Bond franchise, is set to enhance its marketing efforts in South Korea's rapidly growing high-end car market. Celebrating its 111th anniversary and a decade since entering the Korean market, Aston Martin aims to strengthen its connections with local enthusiasts and owners. Marco Mattiacci, the brand's chief commercial officer, emphasized the importance of this milestone during a press conference in Incheon. The company is shifting its focus from Japan to South Korea, recognizing the country's maturity in luxury consumption, and has partnered with Britannia Auto to improve customer service and marketing strategies. At the same event, Aston Martin unveiled its new flagship sports car, the Vanquish, featuring a powerful 5.2-liter twin-turbo V12 engine generating up to 835 horsepower. This model showcases advanced engineering inspired by the brand's return to Formula 1 racing, utilizing performance data to develop superior engines. The Vanquish boasts a customizable design, allowing for various aesthetic options, and is set to launch later this year with an estimated price of around $400,000. Additionally, actor Lee Jin-wook was announced as the new brand ambassador for Britannia Auto, expected to enhance the brand's visibility in Korea, particularly with his upcoming role in "Squid Game 2."