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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 brings impressive lineup of metal to Monterey

Aston Martin wins the manufacturer's round of Show and Tell on Thursday at Pebble Beach, bringing six cars to the collectors' bacchanalia with four North American debuts among them. The 540-horsepower Aston Martin DB9 GT said hello to US crowds for the first time, likely the beginning of a goodbye tour while it prepares to give way to the coming DB11. Having finished its work in Rome and other points distant filming Spectre, slotting in between DBs 9 and 11 comes the DB10 making its global public debut. The latest Bond car might look better sitting still in the Aston Martin pavilion than it does in the movie trailers. The Middle-East-and-Europe only Aston Martin Lagonda has never been to the US either, nor has the DBX electric crossover concept, and the utility vehicle got a coat of Mako Blue paint to make its introduction. The Vulcan racer got re-hued as well, in a coat of Saffron Orange. Finally, there's an Aston Martin Q Vanquish Volante built specifically for Pebble. Combining an "adventurous sport theme" and "deep teal colors of Arctic sea ice," Silver Fox paint is accented with Q Tomales Red and Ocellus Teal, Baltic Blue leather inside, and teal-tinted carbon fiber throughout. It's the most vibrant and fastest chunk of iceberg on the peninsula, certainly. Check out the entire range in the galleries above and below. Related Video:

Aston Martin and Tom Brady partner for new content series

Love him or hate him, it's difficult to argue with Tom Brady's popularity. While celebrity endorsements are as old as advertising, a tie-in between a storied British automaker and the most successful quarterback in NFL history doesn't happen everyday. Today, Aston Martin and Brady announced a new partnership on a content series, Category of One, that's set to debut later this year. Brady is apparently a longtime Aston Martin owner, though the only model mentioned is his current 2017 DB11. Brady will be working with the automaker on a custom-curated 2018 Aston Martin Vanquish S. The whole thing will be documented and released in portions, with the full car debuting sometime this summer. The Vanquish S, while still beautiful and plenty powerful, is the last remaining car on Aston Martin's old platform. There are few other detail on the collaboration. We also really hope Brady didn't scratch the hood of that DB11. We assume Gisele gave him a few tips for proper poses. Related Video: Celebrities Design/Style Aston Martin aston martin db11 aston martin vanquish s