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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 Vanquish Zagato Shooting Brake finishes a quartet Q would envy

From A to Z in four steps - that being Aston Martin and Zagato, connected by carbon fiber links known as the Vanquish Zagato Coupe, Volante, Speedster, and the now-official Shooting Brake. When the automaker revealed the Zagato Speedster at Pebble Beach in August, the Shooting Brake remained a sketch. Today we get honest, photographic proof of what 99 future owners will soon park in their climate-controlled display spaces. Were it not for the objet d'art reverence paid to a Zagato and the bitsy production run, we'd expect to see the shooting brake frolicking through expensive enclaves just as often as a Ferrari GT4 Lusso. Aston Martin's 580-horsepower V12 provides useful intent up front, a "luxuriously trimmed rear cabin area with tailored luggage" carries its weight in back. In between, driver and passenger revel in a herringbone carbon fiber fascia, anodized bronze dials, quilted leather, and glass-inlay for the double-bubble roof inviting lots of light. The Shooting Brake goes into production next year, alongside the Speedster. As with the first three bijoux, every Shooting Brake has already found a home. When Aston Martin hands the last set of keys to the final buyer, these 325 special editions will mark the close of another chapter in an Anglo-Italian cooperation begun with the 1960 DB4 Zagato. Related Video:

Aston Martin to open test center at Silverstone, British racing's Mecca

LONDON — Aston Martin will open a test and development center at Silverstone, the home of British Formula One racing, as the luxury carmaker continues to expand ahead of a possible stock market offering. James Bond's car brand of choice is undergoing a turnaround plan designed to boost its model lineup, quadruple volumes and produce its first sport utility vehicle at a new plant in Wales. The firm, which sponsors the Red Bull Formula One team, said its Silverstone site would open in October and employ 60 people. Many Formula One teams have been based close to Silverstone in central England, leading the area to become known as motorsport valley. Silverstone hosted the first Formula One championship race in 1950. "The company is now investing for growth across the Aston Martin and Lagonda brands," said Chief Executive Andy Palmer in a statement, also announcing the opening of a central London office. Aston said the new locations would help increase the firm's total workforce by over half to 5,000 by the end of 2022. After six years of losses, Aston Martin swung to a pretax profit in 2017, and the company has said it is considering a stock market IPO, which sources have told Reuters could come as soon as this year. Reporting by Costas PitasRelated Video: