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

'Top Gear' takes us inside the Aston Martin Project 003

"Top Gear" magazine's Jack Rix might be the ideal lad to lock in a room with a cool car and a camera. After taking us on tours of the Mercedes-AMG One and Honda Urban EV concept, he's wandered into another anteroom with the Aston Martin Project 003 and Vanquish. When we saw the mid-engined coupes at the Geneva Motor Show, it looked like Aston Martin programmed the Valkyrie family's design language to "softer" on the RMB-003 and "softest" for the Vanquish. We wanted more details. Cue Mr. Rix. The deputy editor fills us in on trivia like the combined weight of the Project 003 headlights and taillights being less than the weight of a single DB11 headlight. He also shows us how the NASA-aided FlexFoil wing works, and where the potential rear-view cameras would be mounted. Then he gets inside an interior that's "a bit more civilized" than that on the Valkyrie for not putting hip level beneath knee level. However, notice that here, too, the seat is built into the carbon fiber tub — the end of the seat bolster is flush with the footwell. And check out those vents that triple as speakers and ambient lighting. Rix can only walk around the Vanquish, since that car's not due until 2022, a year after the Project 003. Nevertheless, there are plenty of Easter eggs to share, like how design elements from front-engined Aston Martins have been integrated throughout the mid-engined bodywork. As a bonus feature, Aston Martin has taken a separate look at Valkyrie development through the eyes of high-performance test driver Chris Goodwin. The racer explains how he's using the Red Bull Formula 1 team's simulator to tune the Valkyrie road car's handling, active suspension, and aerodynamic systems. Goodwin was McLaren Automotive's test driver and worked on the Speedtail, so it could mean something when he says of the Valkyrie, "It's going to be a substantial gap between this car and what's currently available on the market."

Aston Martin DBX SUV officially enters production

On one hand, now is the perfect time for Aston Martin's very first production SUV to roll off the assembly line. Because there's nothing like an expensive luxury sport utility vehicle to rake in some cash when the going gets tough, as has been the case for the premium British automaker since it launched its stock IPO in 2018. On the other hand, even a flashy utility vehicle faces major headwinds in these difficult times as the coronavirus pandemic continues to dominate headlines. In any case, the Aston Martin DBX has officially entered production at the automaker's facility at St Athan in Wales. The first model was painted in a lovely hue that the automaker calls Stirling Green and that otherwise adorns Aston Martin's racing vehicles. The company says it has received more than 2,000 orders for the DBX so far, and the first deliveries will begin later this month. A milestone moment. Just over four years since we announced our investment in a brand new manufacturing facility at St Athan in Wales, the first Aston Martin to be “Hand Made in Wales” – DBX - has been driven off the production line.#AstonMartin #DBX #BeautifulIsRelentless pic.twitter.com/nI5V7BaZWr — Aston Martin (@astonmartin) July 9, 2020 Marek Reichman, executive vice president and chief creative officer, said from the launch, “We are incredibly proud of our first SUV, which is as much of an Aston Martin as any one of our sports cars. From my design team to the engineers, the vehicle dynamics team and all the experts who hand-craft this beautiful car, here at St Athan, the DBX has become the car that will drive Aston Martin into a bold new era.” Here's hoping Reichman is right and that Aston Martin can turn its fading fortunes around. Related Video: