From Newcastle apprentice to Aston Martin Market Director, Steve Robson reflects on building an international career, earning trust and leading one of Britain’s most iconic luxury brands…
Steve Robson has built an international career with some of the world’s biggest automotive brands. Today, he leads Aston Martin across the UK, South Africa and the Middle East. Despite travelling the world, the Newcastle native believes success still comes down to one thing: people.
From Newcastle to the world
When Steve talks about cars, it quickly becomes clear they have always been part of his life.
“I’ve loved cars ever since I could walk,” he smiles.
“My mam and dad always believed that if you found a job that was also your hobby, it wouldn’t really feel like work. That’s always stayed with me.”
Steve began his career as a BMW apprentice in Newcastle in 1994. Soon afterwards, an opportunity came along that changed everything.
“It was one of those sliding-door moments,” he says. “A role came up in Bahrain and I took it.”
“My mam thought I was absolutely crackers. She kept asking why I would leave a great job at BMW, but I knew I had to go.”
Taking the opportunity
That decision sparked an international career.
After returning to the UK and progressing into management, Steve relocated to Saudi Arabia with Jaguar Land Rover before another unexpected opportunity arrived.
“I’d missed a call from Bahrain,” he recalls. “It turned out to be McLaren Automotive offering me the role of Regional After Sales Director.”
Knowing the region made the decision easy.
Steve spent more than 11 years with McLaren before joining Aston Martin last year.
“For me, Aston Martin has always been aspirational,” he says. “As a British brand, it’s always been one I admired.”
Luxury is about people
Today, Steve oversees Aston Martin across the UK, South Africa and the Middle East, managing everything from sales and marketing to customer experience and aftercare.
“I like to be visible,” he says. “I visit retailers regularly because relationships matter.”
He believes people often influence buying decisions just as much as the cars themselves.
“If someone is choosing between two incredible cars, the relationship they’ve built with the person guiding them can make all the difference.”
One conversation can last forever
Steve still remembers a visit to a dealership when he was a child.
“I was about eight years old and someone refused to give me a brochure.”
“I’ve never wanted one of their cars since.”
He laughs, but says it proves how one interaction can shape someone’s opinion for years.
Building great teams
Despite leading multiple international markets, Steve says his proudest achievement has always been bringing people together.
“If people trust each other and communicate openly, there’s very little they can’t solve.”
Rather than chasing personal recognition, he focuses on building strong teams and creating the right culture.
“I’ve got quite an old-fashioned view of leadership. If people have trust, they generally thrive.”
Learning from the world
Working across Europe, the Middle East, South Africa and South America has taught Steve that every market is different.
“There was one customer in Saudi Arabia who had a cheetah in the back of his car,” he laughs.
“I’ve probably seen it all.”
Those experiences have reinforced one lesson.
“There isn’t one right way of doing things.”
Looking ahead
Steve believes luxury brands must continue evolving while staying true to their heritage.
“You’ve always got to think about attracting the next generation,” he says.
He often thinks about what Aston Martin will represent to his 13-year-old son in years to come.
“The challenge is keeping the brand relevant while respecting everything it stands for.”
Home will always be the North East
Although Steve now works between the Midlands and his home in Doncaster, he still returns to the North East whenever he can.
“I’m a Westerhope guy,” he says proudly.
“I love Bamburgh, Seahouses, Tynemouth and Cullercoats.”
“Sometimes we’ll even drive home via Sandsend near Whitby just for fish tacos. It makes absolutely no sense, but we do it anyway.”
Away from work, Steve enjoys painting, collecting model cars with his son, supporting Newcastle United and reading Raymond Chandler novels.
Built on trust
Looking back on more than 30 years in the industry, Steve believes one thing has remained constant.
“It’s always been about people and building relationships over time.”
“Very few people wake up and decide to buy an Aston Martin that day.”
“It’s a journey. You have to earn trust along the way.”
