Aston Martin Taps WPP to Boost Brand

The U.K.'s Aston Martin Lagonda Ltd. is collaborating with London-based global advertising giant WPP plc to bolster the luxury performance carmaker's branding efforts, market expansion and upcoming new-model launches.

This year's collaboration is expected to evolve into a full marketing communications partnership in 2016. The two companies are pursuing several projects this year, including model launches, branding work on the reviving Lagonda brand and a leasing program in the U.S.

Aston Martin said in April it is developing a new sports car platform to carry next-generation versions of its current three-model lineup. The company also plans to offer the Lagonda sedan it developed for the Middle East in other markets. And it expects to debut a crossover vehicle in 2019 based on the DBX concept it unveiled in April at the Geneva auto show.