2017 Aston Martin Db11 Base 2dr Coupe on 2040-cars

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How chasing Ferrari improved Aston Martin, with help from Mercedes-Benz

GAYDON, England — After decades of ups and downs, British carmaker Aston Martin Lagonda is charting a more efficient and profitable way forward, leaning on technology from shareholder Mercedes-Benz to make the costly leap to electric vehicles (EVs). Less than two years after billionaire Lawrence Stroll drove to the rescue of James Bond's car brand of choice, Aston Martin has undergone a manufacturing makeover to lift margins and help it become more like rival Ferrari. Stroll, Aston Martin's largest shareholder and executive chairman, who is also an avid fan of Ferrari, says after vehicle sales jumped 82% in 2021 the carmaker's transformation to long-term profitability is well under way, with new cars coming and funding secured through 2025. But analysts say Aston Martin, which has gone bust seven times since it was founded in 1913 and has flirted with death as often as Agent 007, is still burning through piles of cash. Some question its ability to generate Ferrari-like sales to fund the vast cost of electrification. "It's precarious and it is possible for this company to go bust," said Redburn equity research analyst Charles Coldicott. "I don't think it's a controversial thing to say even though Aston wouldn't like to hear it." Asked to comment on perceptions of a shaky future, an Aston Martin spokesman reiterated Stroll's view that the carmaker is well on the way to long-term profitability and that it has adequate access to cash. On a tour of the carmaker's Gaydon factory, Tobias Moers, formerly head of Mercedes' high-performance AMG brand and Aston Martin chief executive since August 2020, rattles off a list of moves including cutting one of two assembly lines and bringing more bespoke items like seats in-house. Perhaps the biggest shift has been to focus on higher-value customer-driven and customized orders — a big part of Ferrari's success — rather than over-producing and churning out sports cars wholesale, which then had to be discounted. "When I came in, the company was manufacturing-dominated instead of engineering-led, which for an auto luxury business is insane," Moers said. "In a company this size, you need maximum flexibility and agility." Moers has cut Aston Martin's inventory to 600 sports cars from 2,000 — its cars sell for an average of around 150,000 pounds ($195,750) — and customized orders now account for 50% of sales versus 6% when he joined the firm. At that point, the carmaker was in trouble after a disastrous 2018 public listing.

Aston may build fewer than 100 Lagonda super saloons

Aston Martin has owned the Lagonda nameplate since the late '40s, but in the roughly 70 years since that acquisition, the use of the name has been kept largely exclusive for four-door models. The two most famous modern Lagondas are the angular, futuristic sedan built in the '70s and '80s and the infamously ugly SUV concept from the 2009 Geneva Motor Show. UK magazine Car claims that the classic name could make its return on a svelte four-door as soon as this summer, which makes sense considering our spy shooters recently caught what looked like a modernized incarnation of the 70s super saloon last month. Interestingly, while Aston Martins are rare birds as-is, Car says that the neo-Lagonda could be even more scarce – its sources suggest that the model could be limited to under 100 units. That's because Aston Martin's Q customization service is reportedly taking up construction duties for the project, and with its small team, that means production is going to be slow, limited and very expensive. Even covered in camo as spied above, there's something special about the new car. The squinting headlights and thin A-pillar echo the '80s model in a modern way and make this four-door look a lot sportier than the Bentley, Maserati and Rolls-Royce models that it will likely compete against. It's rumored to be using composite body panels to keep weight down. The powertrain is said to be an evolution of the Rapide, Aston's sole existing four-door model. The Lagonda would use Aston Martin's 5.9-liter V12 with power tuned to around 600 horsepower, backed by an eight-speed automatic replacing the Rapide's elderly six-speed unit. That would put power just short of an Mercedes-Benz S65 AMG, but the composite panels could lend it a weight advantage. The latest rumor only indicates the Lagonda's unveiling sometime later this summer, with no exact date or location. Still given the relative completeness of the test car, it doesn't look like it could be too far away. We can't wait to see it when the camo comes off.

Last original Aston Martin DBS found in barn headed to auction

There's still big money in auctioning off barn finds. For example, the relatively tattered 1961 Ferrari 250 GT SWB California Spider from the Baillon Collection is now the highest priced 250 GT ever after its recent sale for $18.5 million. UK auction house Coys is hoping to hit a similar goldmine with its upcoming offer of the final, original Aston Martin DBS ever made. This dinged and rusty 1972 DBS in a shade called Dubonnet Rosso rolled off the assembly line as the last of its type in September 1972. These models were meant for the Aston driver looking for a slightly larger GT car, and they sported a 4.0-liter inline-six. This one also has an automatic transmission and 40,000 miles indicated on the odometer. Unfortunately, it has been sitting in a barn in Surrey, England, since 1980. As is plainly obvious, this Aston Martin is far from perfect with busted windows and missing trim pieces. Stuffing straw in the open portions of it is probably taking the ratty look a bit too far, though. Still, the auction house estimates the final DBS to sell for between 25,000 and 40,000 pounds ($38,000-$61,500) when it crosses the block at the Royal Horticultural Society on March 10. A practically perfect 1970 example once driven by Roger Moore fetched the equivalent of $900,000 in 2014. THE ULTIMATE BARN FIND 02/03/15 from COYS The last original Aston Martin DBS to come off the production line has been found in a barn in Surrey and will be auctioned by international auctioneers COYS in London on March 10th. The car was discovered by Chris Routledge, the Managing Partner of the auction house, and is one of the features of COYS 'Spring Classics' auction at the Royal Horticultural Society. Aston Martin Mayfair is hosting the barn find car for a week before the event takes place. Chris Routledge said: "This is the ultimate barn find and an important part of Aston Martin's history. It has been sitting in a barn since 1980 and now needs to be brought back to its former glory." He added: "The windows are broken, the interior trim is missing and its rusty, but it's all there and there has been huge interest from collectors around the world.