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Looking for a deal? Check out your nearest Acura dealer

For the fourth time in the last year, an Aston Martin out-discounts all other automakers by offering the largest monetary savings off the retail price of an automobile in America. This time, though, the discount isn't on the aging (though still beautiful) Rapide sedan or range-topping DBS Superleggera, it's for the DB11 sports car. For those keeping track, the DB11 also led this discount list back in May of 2020. This time, though, the price is even lower than before. Right now, buyers of the Aston Martin DB11 are seeing discounts of $24,330. That's a 12.1% cut off the car's average retail price of $201,820 and it means buyers are paying an average transaction price of $177,490. Still expensive, but really not bad for a drop-dead gorgeous machine with as much as 630 horsepower. Next in line is a familiar face, the Acura NSX. As impressive as the Japanese hybrid supercar may be, Acura has been running big rebates on the NSX for as long as we've been running these lists. This month, the NSX buyers are seeing discounts of nearly 14% for an average transaction price of $138,648. The third biggest discount this month shows up on the most expensive vehicle on the list. The Rolls-Royce Phantom carries an average sticker price of $537,500. But buyers are getting about 4% off that for an average transaction price of $516,333. It may not be a massive discount when measured by percentage, but when the asking price is so high, even a small discount equals big bucks. Related Video:

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 Rapide puts the future on display at CES

Aston Martin looks to be on the verge of a technological revolution. That includes a new platform, powertrain, design language... the works. And at CES, it's showing how its next generation of vehicles will incorporate new infotainment technologies, as well. Stemming from a partnership recently signed with Chinese company Letv (which we're not sure how to pronounce either), this Aston Martin Rapide S is decked out with bright tech. It has a 13.3-inch high-def touchscreen display in the center console, a 12.2-inch display in the instrument cluster, new speed-recognition technology, and remote services. All the features come from Letv's Internet of the Vehicle program. Few of these features are ground-breaking, but everything being relative, it's a big step for Aston Martin. After all, the British automaker makes almost all of its models based on a platform that dates back fifteen years, a V12 engine that's even older, and no transmission with more than a single clutch. But that's all about to change with a new generation on the horizon, and this demonstrator hints at just one way in which we'll soon see that transformation take shape. Related Video: LETV AND ASTON MARTIN REVEAL THE AUTOLINK RAPIDE S AT CES 6 January 2016, Las Vegas USA: Leading global technology company Letv and luxury sports car brand Aston Martin today revealed at the Consumer Electronics Show the first results of their collaboration – an Aston Martin Rapide S incorporating the latest Letv Internet of the Vehicle (IOV) system. Aston Martin and Letv signed a memorandum of understanding (MOU) on December 3rd 2015 to confirm research projects that include the development of connected electric vehicles through to manufacturing consultation on future electric vehicles. The ideation and engineering of the Aston Martin Rapide S project has been led by the Letv IOV team and has focused on a new concept for the centre console and instrument panel. The center console is now a 13.3 inch HD touch screen and the instrument panel is now a 12.2 inch screen incorporating electronic instrumentation and gauges. The original human-machine interaction (HMI) has also been updated by integrating Letvs latest speech recognition technology. Letv first showed its Autolink system in November 2015, the first time the technology company had released a product specifically developed for automotive applications.