1997 Aston Martin Db7 Volante Convertible At No Reserve Red on 2040-cars

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Aston Martin wants to be the Hermes of the car world

Aston Martin doesn't want its wealthy potential customers to perceive the brand as just another sports car maker. The company wants to transform those perceptions so that buyers see its products as luxury goods on par with high-end accessories. If this change can successfully bring in more cash, the business could consider an initial public offering in the coming years. "We seek to position ourselves as the automotive equivalent of Hermes, not as the counterpart of Ferrari." CEO Andy Palmer explained the change to Bloomberg, referencing the boutique French brand. The desire to change buyer impressions comes as Aston Martin pivots away from a focus predominantly on sports cars and more towards high-performance luxury vehicles. For example, the company already has sedans in the lineup like the Rapide and Lagonda Taraf. The future range will also reportedly include an electric Rapide and another Lagonda. The production version of the DBX crossover (concept above) will add one more segment around 2019. However, Aston Martin won't completely abandon coupes because the DB11 will arrive in 2016, and a new Vanquish and Vantage will eventually follow. For Aston Martin to have a future, Palmer believes the company needs to look in new directions, especially with models like the DBX. According to Bloomberg, execs there hope that appealing to more customers could help the business see a net profit in the next three years, which hasn't happened since 2010. To save even more money going forward, the business recently cut 15 percent of its workforce mostly from white collar employees. Featured Gallery Aston Martin DBX: Monterey 2015 View 16 Photos News Source: BloombergImage Credit: Copyright 2015 Drew Phillips / AOL Aston Martin Crossover Luxury Performance Sedan aston martin rapide aston martin lagonda aston martin dbx

Aston Martin 'likes the idea of Adrian Newey doing a road car'

The whispers, suggestion, and innuendo touting a supercar project that involves some combination of Adrian Newey, Red Bull, and Aston Martin will not cease. Auto Express got comment from Aston Martin CEO Andy Palmer regarding the gossip, Palmer saying, "There is rarely smoke without fire." He added that while he is on board with the idea of Newey penning something for the English carmaker, the Warwick firm is not the source of the rumors tying the two. But of course, what else would he say to the question of having perhaps the finest Formula One aerodynamicist of this generation design a coupe to wear the wings? The admission is a bit like Palmer saying he likes the idea of someone giving Aston Martin a billion dollars. He classified the situation as saying "there is no authentic program" with Newey, which sounds like official language for 'we've talked about it but there's no paper trail yet.' The project to build "an ultimate sports car" is under consideration, with designs in the works. A decision on whether to go further might come before the year is out. Or it might not. In the meantime, while we wait for the first, we'll have to do our best with the smoke and the DP-100 virtual race car that Aston Martin created for Gran Turismo 6. Related Video:

Aston Martin Vantage Roadster limited edition gets 100-year-old styling cues

Aston Martin's oldest-known car is turning 100 years old in 2021, and the British firm is celebrating the occasion with a limited-edition Vantage Roadster built by its Q division. It was commissioned by the company's oldest dealer. Located in Walton-on-Thames in England, distributor Aston Martin HWM worked with Q to bring some of the 1921 A3's design cues into the 21st century. The process was easier said than done considering the A3 and the Vantage share little more than four wheels, and creating a completely new car from the ground up was seemingly not an option.  Instead, the commemorative car is a Vantage Roadster that wears a specific grille with a black mesh insert, a bright aluminum frame, and a replica of the emblem fitted to the A3. It also gains redesigned fender inserts painted in a shade of gray that echoes the A3's hood and fitted with black strap above a "No_3" emblem. Most of the Vantage's exterior trim is black, and bronze brake calipers visible behind 20-inch wheels add a finishing touch to the look. Obsidian Black leather dominates the cabin, though Chestnut Tan inserts and stitching ensure the Vantage isn't fully blacked-out. One of the coolest design features found in this limited-edition convertible is the use of brass for three of the dials found on the center stack. They create a visual link between the 2021 Vantage and the 1921 A3. Aston Martin made no retro changes under the hood, which is just as well considering the A3 used a 1.5-liter four-cylinder engine rated at 11 horsepower. Power for the Vantage comes from a 4.0-liter V8 borrowed from Mercedes-AMG and twin-turbocharged to develop 503 horsepower and 505 pound-feet of torque. It spins the rear wheels via an eight-speed automatic transmission. Aston Martin quotes a 3.6-second sprint from zero to 60 mph and a top speed of 190 mph. For context, the A3 made headlines in 1923 by lapping the Brooklands track at 84.5 mph. The 1920s-inspired Vantage is on sale now, though Aston Martin chose not to reveal how many units will be made, how much each one will cost, and whether any will be sold in America. We've contacted the firm for more details. As for the A3, it's not for sale, even if you ask nicely and bring a big wad of cash; it's owned by the Aston Martin Heritage Trust. It will be shown at the annual Concours of Elegance taking place in September 2021 near London. Related video: Aston Martin DBX crossover review