Freda joins Aston Martin with immediate effect, having previously served as Vice President of National Sales at Mercedes-Benz Canada. Her appointment sees Michael Peng, currently Regional President China and APAC, step into a new role of Executive Vice President of Aston Martin Lagonda Ltd for APAC and China.
Having worked for Mercedes-Benz for over a decade, Freda brings extensive experience in the automotive industry to Aston Martin, including several leadership positions in China. Freda also holds global experience of providing marketing consulting services to several large automotive clients.
Freda joins Aston Martin’s fastest-growing market following record sales in 2021, with more than 200% growth, led by strong sales of DBX.
Aston Martin Chief Executive Officer, Tobias Moers, said: “Freda is an excellent leader with extensive global experience in sales, marketing and business development and a proven track record in the automotive industry.
“Our customers in China are extremely important to Aston Martin and I know that Freda is well positioned to deliver on our strong ambitions for our fastest growing market. Our growth in China is also taking Aston Martin to new audiences, with the average customer in the market being 35-years-old and nearly a third of new Aston Martin owners female.”
“I would like to thank Michael Peng for his leadership and achievement in establishing the business foundation in the region.”
Driven by strong demand in China, Aston Martin’s APAC region wholesaled a record 1,815 units in 2021, accounting for almost 30% of Aston Martin’s global wholesale volume.
China is one of Aston Martin’s most important markets and a key growth opportunity for the ultra-luxury British performance marque. With 23 dedicated dealers across China, new car registrations in 2021 indicate Aston Martin is now the third best-selling ultra-luxury automotive brand in China, overtaking Lamborghini.
Aston Martin’s strategic growth plan for China includes the market-exclusive DBX Straight-Six mild hybrid, the first DBX derivative, which was launched in November 2021.
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