Aston Martin is out to grow sales but it’s no secret that the brand has had to endure some struggles in its quest to achieve higher sales numbers. This is especially true in the U.S. where the region is the company’s largest market.

To help ensure the brand has a fighting chance here in the U.S. the company has named Andreas Bareis as its newest North American CEO.

Bareis has already seen what makes Aston tick

Unlike other CEO appointments where either an outsider is brought in, or poached from another car company, Bareis is more of an inside hire and was already with Aston when the company launched the DB12 back in 2023. He first joined the firm a year prior in 2022 after stints at Mercedes-Benz, Lotus, and McLaren Automotive. Bareis proved he was far from a slouch in 2023 when he managed to make Aston sales rise by 30% in 2023 while serving as the Regional President for Europe. He was later moved up into the role of Global Commercial Director before assuming this latest promotion.

Look for this prior experience to help him have a greater sense of what’s going on internally within the company. This includes the dealer network which continues to be a key view into how customers perceive the brand.

He’ll have some work cut out for him

Once Bareis fully assumes the role, he will have plenty on his plate when it comes to objectives. Aston is looking to grow sales in the U.S. but its current volume driver is its only SUV, the Aston Martin DBX. The SUV got off to a good start but the aging utility has seen sales stumble since then with the company only selling 1,717 DBXs globally in 2025. U.S. sales have cooled off in similar fashion which is not good for Aston.

In addition to helping the DBX get its groove back, Bareis will also focus on building relationships with U.S. dealers and their customer networks. Enhancing these relationships will not only help with retaining customer loyalty, but also allow Aston to address the needs of U.S. dealerships quicker to help them continue to be at their best.