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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's AM-RB 001 hypercar headlines the Canadian Auto Show

We've been hearing about the Aston Martin Red Bull AM-RB 001 for the better part of a year, and Thursday morning Aston revealed the imposing hypercar for the first time at an auto show. Kicking off the Canadian International Auto Show in Toronto, Aston chief executive Andy Palmer called it "the defining hypercar of this decade and a hugely desirable investment for collectors and enthusiasts," according to a statement. The reveal comes the day after Aston highlighted its technical partners for the hypercar, which is being developed in tandem with Red Bull Advanced Technologies. The AM-RB 001's debut comes not far from the base of Canadian motorsports expert and auto supplier Multimatic, which will make the carbon-fiber MonoCell for the hypercar. Aston also said Wednesday that Cosworth will produce the naturally aspirated V12 engine, Rimac will make the battery for the electric motor, and Ricardo will supply the seven-speed gearbox. Aston said the "original full-sized model" of the AM-RB 001 will be on display in Toronto alongside the company's other spotlight car from last year, the DB11. .@astonmartin's Dr. Andy Palmer (@AndyatAston) kicks off Media Day at #CIAS2017 unveiling the #AMRB001. #AstonMartin pic.twitter.com/R2Frr83xc6 — Canadian AutoShow (@autoshowcanada) February 16, 2017 Related Video:

Aston Martin DB11 AMR gets more power and carbon fiber

Aston Martin has pulled the wraps off the DB11 AMR, and the fact that it's just what we expected it'd be shouldn't diminish the impact of this ultimate (for now) DB11. But, if you're not down with AMR, a quick backgrounder for you: Early last year, Aston launched the Vantage AMR Pro and the Rapide AMR, the first salvos in a full broadside of AMR models that will encompass the entire range. There are two AMR subdivisions — AMR is handled by Aston's main design and engineering teams, while the Pros are handled by the Advanced Operations department. History aside, the DB11 sports a 30 horsepower bump, up to 630 horsepower. Previous AMR models made power bumps with new exhaust systems, and given the DB11 AMR's exhaust revisions, we wouldn't be surprised if some of the power increase came from the exhaust side of things. More to the point, the twin-turbocharged 5.2-liter V12 now scoots the DB11 AMR to 60 mph in just 3.5 seconds, and top speed is increased to 208 MPH. Unspecified suspension and chassis changes are claimed to deliver "a greater sense of connection without harming the supple ride," Aston claims, and we've no reason to doubt it. A new transmission calibration rounds out the dynamic changes. On the visual side of things, there's much more exposed carbon fiber and a smattering of gloss black detailing, smoked tail lamps, and dark, monotone leather/Alcantara draped throughout the interior. It's darker, a bit harder-edged, and sportier, but very much in the vein of Aston's careful balancing act between conveying athleticism visually while maintaining a degree of traditional British comfort and decadence. The eye-popping, dayglo accents on some color combinations seem more Nike shoe than grand tourer, but that's AMR's thing. The U.S. MSRP will be $241,000, and the cars will be delivered to owners in summer 2018. The extremely limited edition Designer Specification cars, offered in Stirling Green with lime accents, will be limited to 100 units globally and are $29,000 more. If you want one of those, you should probably get on the horn with your Aston dealer right now. Related Video: