Aston Martin plans the construction and sale of 38 units of its new Valiant Coupé, a road-legal special edition with a V12 bi-turbo engine. The British luxury brand, known as James Bond's preferred car maker, is thus relying on a proven strategy to create exclusivity and increase prices.

The Valiant, equipped with a titanium exhaust system and 3D-printed components, will be produced in a strictly limited edition. Aston Martin announced the production number on Tuesday, but did not reveal the price. A source close to the company estimated the price at around 2.5 million dollars each. All vehicles have already been pre-sold.

These limited editions are a proven marketing strategy among luxury car manufacturers such as Lamborghini and Ferrari, but also with brands like BMW and Porsche. The goal is to increase sales and prices through exclusivity and collectible value.

Aston Martin has harnessed collectible models as an essential part of its business strategy. The full order book for the Valiant demonstrates the demand for highly customized sports cars.

Since going public in 2018, the company has been struggling with fluctuating demand for cheaper models, operational issues, and more recently, high debt. Last month, Aston Martin reported an increased loss for the first quarter, but emphasized that new models would support the annual forecast.

The Valiant will debut in July 2024 at the Goodwood Festival of Speed, a prestigious automobile exhibition in the United Kingdom.

Despite the limited production numbers, the Valiant is not the company's rarest model. There are only 22 units of the DBR22, a two-seater sports car with an open cockpit, released in 2022. Only 24 units of the Vulcan, which debuted in 2015, were produced. The Vantage V600 from 2018 was limited to just 14 vehicles.

The number 38 was chosen for the Valiant because it was the vehicle identification number of the "Muncher" model from Aston Martin that raced through France in the 1980 24 Hours of Le Mans.