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Aston Martin underscores its independence with the DB11

Aston Martin's future looked murky under private ownership after it was cast off by Ford in 2007. The British icon had an aging lineup and seemingly little chance to weather the looming economic storm and transform into a modern automaker. Nearly a decade later, Aston has defied doubters and reaffirmed its independence, which was embodied by the 600-horsepower DB11 revealed this week at the Geneva Motor Show. This high-powered sports car is a microcosm of Aston's strategy and capabilities. The 5.2-liter V12 was developed in-house and uses twin turbochargers to outgun the old naturally aspirated 6.0-liter 12-cylinder. The aluminum platform and sleek, contemporary design are all Aston. These are the pillars of its so-called second century plan. "This is not only the most important car that Aston Martin has launched in recent history, but also in its 103-year existence," CEO Andy Palmer said in a statement. "The DB11 rightfully places Aston Martin once again as a leading brand in the luxury automotive market." Aston also knows its limitations under private stewardship, which is why it tapped partner Daimler for the infotainment system. The German giant holds five percent of Aston, which is owned by a Kuwaiti consortium and an Italian equity group. Aston leadership chose the areas that defined the company's future and outsourced the non-essentials. That strategy allowed it to focus on making the DB11 true to the company's heritage. Sure, it faces challenges against stiff competition from high-end sports-car makers, but it's already gaining traction. "[It] will have to prove the company's new platform and powertrain technology while generating solid profits," IHS analyst Tim Urquhart wrote in a research note. "However, the omens for Aston are good, with over 1,000 advanced orders already." Even though Aston has ambitious plans to expand its product portfolio with a crossover and electrified vehicles, the DB11 remains the flagship. In 2007, many would have questioned if this car was even possible. Now the question is: What's next? News & Analysis News: Fiat Chrysler CEO Sergio Marchionne wants to partner with Apple to build its car, according to Bloomberg. Analysis: Sure he does. A lot of carmakers probably do. Sergio isn't shy about partnerships. This is the guy who turned an earnings call into a manifesto on industry consolidation and used a bizarre hugging analogy to illustrate his pursuit of General Motors. In this case, he's right.

The last gunfighter | 2017 Aston Martin V12 Vantage S First Drive

Here's a deliciously subversive thought for you: Stats are ruining enthusiast cars. We use them to rank the latest models, critique them, and deify them. Sometimes the numbers happen to align with a bunch of intangibles, and the car becomes transcendent – like the Ferrari 458 Speciale, a very special thing indeed. There are cars with great numbers and very little charisma; I've driven many of them. And then, there are the number-based narratives that mislead us. For example, the hoopla around the Mazda MX-5's horsepower, or the continuing lack of a Toyobaru with a turbo – frustrating crosstalk about purist platforms better understood on track than on paper. The 2017 Aston Martin V12 Vantage S is flawed, old, and weak – so say the insidious numbers. A mechanical watch doesn't keep time as well as a quartz one, the numbers say. A tube amplifier produces an inferior sound, the numbers say. The way to fight back is to stop this slavish devotion to the stats and go wind the thing out on good roads in imperfect conditions, which is to my mind the ultimate test of a grand tourer's competence. Southern California was rocked this winter by wild weather – much of the Angeles Crest Highway that dances along the spine of the San Gabriel Mountains was closed due to heavy snow. So much for Plan A. Some roadside rerouting led to some promising roads, so I pointed the Aston into the curves. The V12 roar is a profound part of this car's appeal. Uphill and building steam, the Vantage is a symphony's brass section playing the sounds of wolves on the hunt. Downshifts yowl and snarl like a pack crashing through the underbrush in search of prey. Under deceleration, it sounds like lupine static, unearthly and resonant; wound out it's a frenzied whir. Every stab of throttle brings an immediate response: sound and acceleration in equal measure. If you have even the barest appreciation of joy, you can't stay out of the throttle. This is soulful, warm, analog – but merely honest rather than consciously retro. There's nothing here trying to simulate an authentic experience – it is an authentic experience. It's all right there, under the long and delicate hood – twelve cylinders displacing 5.9 liters. And inside the cabin, a seven-speed manual gearshift lever that moves through a dogleg pattern. This watch requires winding; it's a tactile experience that the quickest, most sophisticated dual-clutch automated manual can't touch.

Tesla loses top communicator Simon Sproule to Aston Martin

Looking for a new job? Have experience working in a frenetic environment, promoting cutting-edge mobility products for a demanding boss determined to change the way we travel on this planet, as well as how we trek to others? We hear Tesla Motors just might have an opening for such a person. Again. Simon Sproule, the electric automaker's vice-president of communications and marketing is vacating his cubicle after a mere six months in order to become the chief marketing officer (CMO) over at Aston Martin. That position had gone begging for a year until this appointment. Once he's settled into his new digs, Sproule will again be breaking rock with former Nissan associate Andy Palmer who himself recently took the top spot at the British luxury marque. The move comes at what seems like an inopportune time for Tesla. It has a big D product announcement – suspected to be an all-wheel-drive update of the Model S – scheduled just two days from now and the reveal of its "mass market" Model ? early next year. The company declined our offer to comment on the situation. Aston Martin, on the other hand, should be happy to finally have someone at the marketing helm, what with the recent dropping of the veil from its Lagonda sedan and what's likely to be a bevy of new product built on its forthcoming platform. News Source: PR WeekImage Credit: Haruyoshi Yamaguchi / Bloomberg via Getty Images Green Marketing/Advertising Aston Martin Tesla simon sproule