Luxury carmaker Aston Martin will split the costs of US tariffs between the company and its customers, Chief Executive Adrian Hallmark has announced.
The British manufacturer plans to sell down its existing US inventory while limiting future shipments to the market.
"We are not going to pass on full effect or absorb the full effect (of tariffs). It's going to be a mix," Hallmark told analysts.
The strategy comes as Aston Martin, which derives more than a third of its revenue from the US, navigates the challenging tariff landscape.
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Aston Martin said it would limit exports to the US in response to Donald Trump's tariffs
ASTON MARTINHallmark indicated the company is considering additional measures to address the situation and will communicate potential updates to its pricing strategy in mid- to late-May.
He noted that US dealers currently have sufficient stock of vehicles to continue supplying the market until early June, giving Aston Martin time to assess the evolving situation.
Analysts at Bernstein suggested this ample stock at US dealerships provides Aston Martin with an advantage over competitors.
"Headlines of no change to full-year guidance and a small free cash flow beat ...is the key message and should be well taken," they said.
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The luxury carmaker has strategically positioned itself to monitor negotiations and competitor reactions before finalising its approach.
Aston Martin changed its production plan to get more cars to the United States before tariffs took effect, Reuters reported.
This proactive approach has allowed the company to now take stock of the situation before altering its strategy further.
The luxury brand reported better-than-expected financial results for the first quarter of 2025 with an adjusted pretax loss of £79.8 million for the three months to March 31.
This represents an improvement from the £110.5million loss recorded in the same period last year. The figure also came in below analysts' average estimate of £89million.
The company has forecast improved results for the next quarter, which stands in stark contrast to the struggles of other European carmakers.
While Aston Martin maintained its full-year outlook, companies including Stellantis, Porsche, Volkswagen and Mercedes-Benz have either pulled or cut their forecasts due to tariff-driven turmoil.
The brand, famously associated with fictional secret agent James Bond, has struggled since its market debut in 2018, as years of losses and increasing debt have led to multiple equity raises and job cuts.
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President Donald Trump has shaken global markets with a raft of new tariffs REUTERSDespite the positive outlook, Aston Martin's shares were roughly flat after initially rising as much as 4.2 per cent in early trading. The stock has lost more than a third of its value so far this year.
