The story of 2025 livestream: Data-driven planning anchors Aston Martin amid turbulence
Aston Martin’s supply chain team pivoted from reactive habits to a disciplined, data-driven approach, using cross-functional planning, digital tools and hands-on leadership to pre-empt crises in a volatile year.
Speaking during Automotive Logistics’ December wrap-up livestream, 'The Story of 2025: Key events, impacts and lessons of disruption,' Martin Corner, head of supply chain and logistics at Aston Martin, appeared live following his Red Sofa appearance in March. Corner outlined how the luxury, low-volume automaker took decisive steps in 2025 to strengthen supply chain resilience by overhauling planning and decision-making. Improving coordination became a top priority, aimed at averting crises before they occurred. To support this shift, Corner introduced a formal sales and operations planning (S&OP) process – a major cultural change after years of reactive, boutique-style decision-making – with the goal, he said, “to create a decision-making process that’s one version of the truth end-to-end across the company.”
The company now operates with an 18-month rolling forecast across the business – what Corner calls “a very joined-up forward plan” and “a massive step forward.” That visibility has allowed Aston Martin to react more quickly when shocks hit.
Corner admits the company still relies on some “rudimentary tools.” To bolster its digital capabilities, Aston Martin has expanded its long-term partnership with DHL through a lead logistics provider model that enables real-time inbound transport planning and consolidation. With hundreds of collection points and limited full-truckload volume, the carmaker depends on grouped flows to cut costs and improve execution. Real-time network visibility and logistics design tools are now “a must,” Corner said. He is also pushing for an integrated business planning platform to connect demand, production and distribution, arguing that avoiding even a handful of excess stock vehicles would quickly offset its cost.
Leading the transformation has required a hands-on approach. Without big-company resources, Corner often has to roll up his sleeves and solve problems alongside his team, who in turn juggle multiple roles as priorities shift. To keep morale high, he promotes a no-blame culture: “Everybody makes mistakes, but ultimately we’re all pulling in the same direction. We succeed together, we fail together.” This mix of proactive planning, digital innovation and supportive leadership has helped Aston Martin navigate a tumultuous year with greater confidence.
Watch the full livestream on demand here and make sure to register now for Automotive Logistics' first livestream of the new year – 'Building the automotive supply chain of 2026' – taking place online on January 29, 2026.
