Young rich bond with Aston Martin

"Rich people have a fleet of cars, not just one; if they like Aston Martin, fine, they will buy one; and if they like Ferrari, fine, they can afford another car. It doesn't matter which car they use for commuting or for fun."

What Bennett, however, is keen on cashing in on is the purchasing power and generosity of Chinese customers.

Describing the 2011 Shanghai Auto Show as the biggest sales event for Aston Martin in the world, he says the company was inundated with enquiries and orders for the six models displayed at the expo. Four of the Aston Martin models made their Asia debut in Shanghai, says Bennett.

Refusing to divulge the exact sales numbers, Bennett says he is "extremely pleased" with the results. "We have received enough orders for four to five months."

But was he prepared for such an overwhelming response? A candid Bennett says that he warned his staff that the Shanghai Auto Show would be a busy, noisy and even a messy affair.

"This was the only occasion that we needed to set an extent fence and guards to keep the crowds at bay," he says.

Unlike other auto companies, Aston Martin does not have TV commercial or printed advertisements to showcase its cars.

Such is the brand recognition among its well-connected customers that it does not have to resort to any marketing gimmicks to push its products. Rather the company selects potential customers through previous customers' recommendations, or from high-level get-togethers and invites them for test drives or exclusive visits, says Bennett.

"Since our customers are successful and super busy, we usually stick to their schedule," he says. "Sometimes we go to the customers' homes and bring the car with us, so they can have the Aston Martin experience just outside their homes."

Bennett admits that most of his Chinese customers are "confident". Compared with some successful people who want to keep low profiles, Aston Martin owners in China are "more willing to reward themselves, with the super luxury, fancy and attractive vehicles from our stable".

Aston Martin owners in China have another striking difference than other markets: their ages. "The Chinese customers are younger than those in the United States and Europe."

The Chinese customers also have a penchant for bright and sharp colors, such as red, green and orange, he says.

"Recently, the red and black combination is becoming popular among our customers," he says. "I think it's a cultural thing. When I sit in my office in Shanghai, many orange cars pass outside my window - it is hard to imagine something like this back in England!"

Bennett says that most of his customers either make their decisions quickly, or prefer to wait.

"Some customers quickly decide to buy the car, quickly make designs and even don't want to wait for the car to be transported to China by sea from the England factory, which usually takes a month. They fly their cars here, although that means a lot of money.

"Some customers are very patient. They chose to wait. It may take one or two months of e-mail communication between our staff members and the customers to discuss the special features they want to add to the car, which can be a special fur seat, a special color, or other requirements," he says, adding that most customers usually don't make technical changes on the car, only aesthetic ones.

Like many other luxury car brands, Aston Martin is satisfied with its technology and has no intention of making its vehicles electric.

"As a luxury car brand, we don't compromise on power or speed. Going electric might hurt the speed and joy of driving. I believe there is an alternative to make it environmentally friendly. We may make small compact city cars, that are greener but still exhibit the qualities of a luxury car."