2023 Aston Martin Vantage V12 on 2040-cars

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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 will make a profit for the first time since 2010

LONDON — Aston Martin is on course to post its first annual pre-tax profit since 2010 as strong demand for the luxury automaker's DB11 sports car boosts its performance. Pre-tax profit reached 22 million pounds ($29 million) in the first nine months of 2017, reversing a loss of 124 million pounds in the same period in 2016, Aston said on Wednesday. "Our strong financial performance and continued profitability reflect the growing appeal of our high-performance sports cars, with the new DB11 Volante and a new Vantage expected to stimulate further demand in the coming year," Chief Executive Andy Palmer said. Asked on Monday whether the firm would be in the black this year, Palmer told Reuters: "It's our intention to be." Aston Martin, which is mainly owned by Kuwaiti and Italian private equity firms, last posted a profit in 2010. Its losses then grew, partly due to lack of new models, a high-profile recall and an extended period without a chief executive. Since Palmer's appointment in 2014, the firm has pursued a turnaround plan designed to boost its model lineup, quadruple volumes and produce its first SUV at a new plant in Wales, setting up a possible stock market flotation. Volumes rose 65 percent to 3,330 cars in the first nine months of the year, prompting the firm to raise its full-year guidance to expect core earnings of at least 180 million pounds on revenue of over 840 million pounds. Third-quarter profit stood at 0.8 million pounds, reflecting a quieter period across the car sector when demand falls as people take holidays and some customers prefer to wait until after the vacation period to have their cars delivered. On Tuesday, the firm launched its new Vantage model, which will take its output to 7,000 sports cars in 2019, its highest level in a decade. Related Video:

Aston Martin developing TT hybrid V6 to replace AMG-sourced V8

We knew that Aston Martin is working on a twin-turbo 3.0-liter V6 hybrid that will fit into the forthcoming mid-engined Valhalla (pictured) and Vanquish sports cars. Car and Driver spoke to Aston Martin boss Andy Palmer, who explained that the engine will effectively replace the Mercedes-AMG-sourced 4.0-liter V8. Palmer explained the rationale by saying, ""Mercedes have made no secret of where their engine technology is moving to, and obviously we don't foresee four-cylinder engines in our Astons, so we’ve got to make our own journey." Autocar reported recently that the next AMG C 63 will be powered by a plug-in hybrid four-cylinder. Aston Martin's V6-for-V8 substitution means the Vantage, DB11, and DBX will eventually get V6 power, too, although it's not clear when that will happen. Production of the Valhalla, the model that first brought news of the coming V6, is slated to begin in late 2021. Palmer all but said the six-cylinder will be more powerful than the eight-cylinder it replaces because "there's no way our customers are going to expect to step backward" as far as output's concerned. Regarding the Valhalla, last year when C/D "suggested to an Aston spokesman that the car would need to produce at least as much as the 789-hp McLaren Senna to be regarded as a worthy opponent, he agreed that was a fair assessment." At the other end, the V8-powered Vantage makes 496 horsepower, leaving plenty of room for graduated tunes among the sports cars. Engineers will need to focus on getting the sound right, Palmer adding, "As long as it feels like a V-8 and sounds majestic, I think it's a perfectly sensible way to go, and a lot more sensible than an [inline] four would be for us." Electric help will take a less revolutionary form than we're seeing in a number of modern super sports cars. The V6 won't go plug-in, Palmer wary of the necessary weight gain; Lamborghini's spoken at length about its trouble finding suitable concepts for the next-gen hybrid powertrains for the Huracan and Aventador that provide an acceptable weight/performance balance. Aston Martin's plan is apparently to stick with the Valkyrie template, putting an electric motor between the engine and a traditional transmission, instead of using a transmission with an integrated e-motor as seen on coupes like the Acura NSX and Ferrari SF90 Stradale. Aston Martin intends to go against the current in another way, too, at least for now.