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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

Spectre shreds $37 million in cars

Much as you can't make an omelet without breaking a few eggs, you apparently can't film a James Bond movie without trashing a few cars. And by "a few cars," we actually mean $37 million worth. That's how much the producers of the all-new 007 flick, Spectre, trashed in the process of filming. And yes, that's a record. "We set the record for smashing up cars on Spectre," stunt coordinator Gary Powell told The Daily Mail (with what we can only imagine was a very boastful grin). "In Rome, we wrecked millions of pounds worth. They were going into the Vatican at top speeds of 110 [miles per hour]. We shot one entire night for four seconds of film." But because this was Bond, producers didn't just destroy $37 million worth of budget hatchbacks. Instead, seven out of ten specially produced Aston Martin DB10s were sacrificed in the name of cinema, including a major crash sequence featuring Rome's Colosseum, River Tiber, and the Vatican. American filmgoers will be waiting until November 6 to see if the destruction of all those Aston Martins was worthwhile. Somehow, we don't think anyone is going to be disappointed. Related Video: News Source: Daily Mail via Vanity FairImage Credit: Angelo Carconi / AP TV/Movies Aston Martin Coupe Luxury Performance spectre aston martin db10

Aston Martin barn finds highlight $16M Bonhams sale

Every year, Bonhams holds an auction of classic Aston Martins at the automaker's historic home in Newport Pagnell. But never has it brought in as much as it did this year. The 16th annual Aston Martin Sale, held this past weekend, raked in an impressive GBP10,280,275 in sales – equivalent to nearly $16 million at current exchange rates. Among the highlights of the 50 classic Astons sold were a number of barn finds, including a pair of DB Mark II sports saloons from 1958 that doubled the pre-sale estimates to sell for GBP104,540 and GBP115,740, respectively. Those weren't even the top lots of the day, though. A 1962 DB4 Series IV Vantage Convertible that was once owned by legendary thespian Sir Peter Ustinov sold for GBP1,513,500, while a 1966 DB5 Vantage Convertible went for GBP1,524,700 to claim the top spot. "The quintessentially British marque of Aston Martin attracts interest from enthusiasts across the world, a fact demonstrated here again this year as we took bids from all corners of the globe," said Bonhams' Tim Schofield. "The sale attracted a larger and more cosmopolitan attendance than ever before, achieving an excellent result." The auction was complemented by the Spring Concours held by the Aston Martin Owners Club down the road at Woburn Abbey in nearby Bedfordshire, bringing out a record assembly of 350 Astons old and new. The company used the occasion to mark the UK debut of the new Lagonda Taraf as well. BIGGEST BONHAMS SALE TO DATE AT ASTON MARTIN WORKS - 16th annual Aston Martin Sale sees total transactions top GBP10m - Sir Peter Ustinov-owned DB4 Series IV Vantage Convertible nets GBP1.5m - More than 50 sports cars and 170 items of automobilia change hands 11 May 2015, Newport Pagnell, Buckinghamshire: In its 60th anniversary year Aston Martin Works played host to another hugely busy Bonhams Aston Martin Sale on Saturday – with GBP10.3m worth of rare and prized sports cars changing hands. The historic home of the great British luxury brand was the venue for the 16th annual Bonhams Aston Martin Sale, which saw around 50 classic Aston Martins sold. The annual sale is recognised as a globally-significant occasion for Aston Martin collectors and enthusiasts around the world. The 2015 event was the biggest to date, setting a sales total of GBP10,280,275 and witnessing a fascinating and diverse collection of Aston Martin-related automobilia go under the hammer in several hours of exciting and highly-charged bidding.