Aston Martin Taps Seasoned Executive to Lead American Revival

Aston Martin has named Andreas Bareis as its new President and CEO for the Americas, betting on a leader with deep roots in both high-performance and luxury brands. Bareis, who joined the British automaker in 2022 after stints at Mercedes-Benz, Lotus, and McLaren Automotive, steps into the role at a critical moment.

The Americas represent Aston Martin’s largest market, and the company is counting on a fresh product lineup—including the popular DBX SUV—to drive growth in a region spanning over a billion people.

Bareis has already made his mark. As Regional President for Europe, he oversaw a 30% sales jump in 2023, then moved to Global Commercial Director as the company launched key models like the DB12. Now he’s tasked with refining both the brand’s product quality and customer experience.

His background includes directing quality at Mercedes-Benz and running global aftersales at McLaren, giving him hands-on insight into what ultra-luxury buyers expect. “Andreas has demonstrated clear leadership and a deep understanding of our global operations,” said Aston Martin CEO Adrian Hallmark in a statement.

The challenge ahead isn’t just about selling more cars—it’s about selling the right ones. Aston Martin is deliberately moving away from price-sensitive markets, aiming instead to compete with the likes of Rolls-Royce by emphasizing craftsmanship, exclusivity, and an impeccable ownership experience.

Bareis will lean on the brand’s halo projects, like the Valkyrie hypercar, and its Formula 1 team to stoke desire. A hit James Bond film wouldn’t hurt either. “We are offering customers the strongest portfolio of new cars ever created by this great British brand,” Bareis said.