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Aston Martin values electric propulsion over downsizing

Not even small-volume manufacturers are being exempt from the automotive industry's pursuit of higher efficiency and lower emissions. At present, that means either electric propulsion (whether in part or in whole) or downsizing conventional engines, and for Aston Martin, the future apparently lines in the former. "I see in our future obviously V12s, V8s and probably battery-electric cars," Aston's CEO Palmer revealed to Autocar. "As time evolves, there's probably an inevitability to hybridisation, simply because, car by car, you can only downsize so much. I'd rather put a hybrid in there than an in-line four-cylinder." So just how does the company envision implementing electric or hybrid propulsion? "Imagine something like a 4x4, 1,000-bhp silent Rapide. I think 'Power, Beauty, Soul' doesn't say it has to be a gasoline engine. It just needs to be really powerful, really beautiful and set your heart on fire," Palmer explained. "I'd argue that 1,000 bhp on the ground would probably do that for you. So that's the route we could go." The British automaker demonstrated the DBX concept with an all-wheel-drive electric powertrain at the Geneva Motor Show a few months ago, and is currently in the process of revitalizing and expanding its current product range. Of course Aston isn't the only high-end niche automaker faced with the decision to either downsize or add hybrid propulsion. Ferrari is taking both approaches, using smaller turbocharged engines in its V8 models and moving towards hybrids with its V12s. Porsche offers an array of plug-in hybrids and is in the process of downsizing and turbocharging its naturally aspirated engines. Pagani switched from a big V12 in the Zonda to a smaller turbo V8 in the Huayra. Bugatti is expected to use electric turbochargers in its Veyron successor. And Lamborghini was recently reported to be considering a turbo five for the Huracan.

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 crafts one-off equestrian-themed DB9 Volante

Ask most people what kind of cars Aston Martin makes and they'll probably tell you it makes sports cars. But it doesn't. No, Aston Martin actually makes luxury GTs that focus at least as much on fine craftsmanship as they do on outright performance. In other words, any Aston Martin – from the 'entry level' V8 Vantage to the flagship Vanquish – packs an unrivaled attention to detail. But for those looking for that extra measure of exclusivity and intricacy, there's Q by Aston Martin. And this is its latest project. Similar to the Ferrari Tailor Made program, Lamborghini Ad Personam, Porsche Exclusive or Rolls-Royce Bespoke, Q by Aston Martin is dedicated to meeting the specific needs of individual customers who want their luxury GT crafted just so. We've seen several specially crafted and eye-catching Q projects at auto shows around the world, created to showcase what the division can do. This one was commissioned by a dealership in Los Gatos, CA. Starting with a DB9 Volante, the Q division gave it an equestrian theme with saddle tan leather with diamond-quilted ivory Alcantara trim, light burlwood veneer, specially-embroidered horse-head logos and saddle-style luggage fitted to the rear console. The exterior is finished in Ashen Blonde metallic with ten-spoke diamond-turned wheels in satin champagne and Howlite stone-inlaid logos. This one-off DB9 will be auctioned off at the Menlo Charity Horse Show, held August 5-10 at the Menlo Circus Club in Atherton, CA, with proceeds to benefit the Vista Center for the Blind & Visually Impaired.