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How chasing Ferrari improved Aston Martin, with help from Mercedes-Benz

GAYDON, England — After decades of ups and downs, British carmaker Aston Martin Lagonda is charting a more efficient and profitable way forward, leaning on technology from shareholder Mercedes-Benz to make the costly leap to electric vehicles (EVs). Less than two years after billionaire Lawrence Stroll drove to the rescue of James Bond's car brand of choice, Aston Martin has undergone a manufacturing makeover to lift margins and help it become more like rival Ferrari. Stroll, Aston Martin's largest shareholder and executive chairman, who is also an avid fan of Ferrari, says after vehicle sales jumped 82% in 2021 the carmaker's transformation to long-term profitability is well under way, with new cars coming and funding secured through 2025. But analysts say Aston Martin, which has gone bust seven times since it was founded in 1913 and has flirted with death as often as Agent 007, is still burning through piles of cash. Some question its ability to generate Ferrari-like sales to fund the vast cost of electrification. "It's precarious and it is possible for this company to go bust," said Redburn equity research analyst Charles Coldicott. "I don't think it's a controversial thing to say even though Aston wouldn't like to hear it." Asked to comment on perceptions of a shaky future, an Aston Martin spokesman reiterated Stroll's view that the carmaker is well on the way to long-term profitability and that it has adequate access to cash. On a tour of the carmaker's Gaydon factory, Tobias Moers, formerly head of Mercedes' high-performance AMG brand and Aston Martin chief executive since August 2020, rattles off a list of moves including cutting one of two assembly lines and bringing more bespoke items like seats in-house. Perhaps the biggest shift has been to focus on higher-value customer-driven and customized orders — a big part of Ferrari's success — rather than over-producing and churning out sports cars wholesale, which then had to be discounted. "When I came in, the company was manufacturing-dominated instead of engineering-led, which for an auto luxury business is insane," Moers said. "In a company this size, you need maximum flexibility and agility." Moers has cut Aston Martin's inventory to 600 sports cars from 2,000 — its cars sell for an average of around 150,000 pounds ($195,750) — and customized orders now account for 50% of sales versus 6% when he joined the firm. At that point, the carmaker was in trouble after a disastrous 2018 public listing.

Mercedes Concept IAA shows its mighty morphing aero aids

Modern supercars are utilizing more active aerodynamic elements that constantly adjust, to make them some of the fastest things on the road. The Mercedes-Benz Concept Intelligent Aerodynamic Automobile is using them too, but the know-how is applied here for ultimate efficiency rather than turning better lap times. In the standard design mode, the four-door luxury coupe looks like a CLS from the near future with styling that's mixed with a little of the F 015 concept. However at the press of a button or upon hitting about 50 miles per hour, the IAA transforms into aero mode to have an insanely low drag coefficent of just 0.19. To achieve the ultra-efficient shape, the rear of the concept stretches over 15 inches to guide air down the tail. Flaps in the bumpers also extend outward, and the wheels adjust to improve the flow around the sides. To trim things out underneath, a portion inside the front bumper moves, as well. Inside, passengers sit in organically shaped leather seats, but occupants have to look at a vast array of purple and blue LED accent lights. The big panoramic roof is a nice touch, though. It would be interesting to watch water tumble over this slippery shape when driving in the rain. To maximize efficiency, Mercedes powers the IAA with a plug-in hybrid that's hooked up to a gasoline engine. The result is 275 horsepower and an electronically limited top speed of 155 miles per hour. On the European testing cycle, the company figures the concept could cover 41 miles solely on electric power in aero mode. Showing the gains of the swoopy transformation, that figure falls to 38.5 miles in design mode.

Daimler relocating North American headquarters to Michigan

While Mercedes-Benz is moving its American headquarters from New Jersey to Georgia, its parent company Daimler is also relocating from the Garden State. But rather than join its automotive unit down south, Daimler North America is moving to Michigan. The relocation was announced by Michigan Governor Rick Snyder while visiting the Frankfurt Motor Show in Germany this week, and has been confirmed by Daimler in correspondence with Autoblog. Daimler's North American headquarters are currently located in Park Ridge, NJ, a mere five-minute drive from Montvale where Mercedes-Benz USA has been based prior to its move to Georgia. The relocation will see Daimler's North American head office move into the facility that currently houses the company's financial services division in Farmington Hills, MI. The move will bring 30 jobs to Michigan, and is slated to commence in 2016 and conclude "sometime in 2017," according to the company. Now if you're wondering why Daimler is going to Michigan while Mercedes is going to Georgia, bear in mind that a number of Daimler's facilities are already located in the Great Lakes State. In addition to the financial services office, Daimler also operates an R&D facility in Ann Arbor. It also owns Redford-based Detroit Diesel, where the photo above was taken during President Obama's visit in December 2012. Along with the Daimler facility, the governor's office also announced the opening of a new Michigan Europe Center that will seek "to promote trade and export development between the state and European markets." The center will also operate satellites in London and Berlin in order to further its mission on behalf of small- and medium-sized businesses based in Michigan, of which we can expect many will come from the automotive sector. Gov. Snyder in Germany: Daimler North America moving headquarters to Michigan State opens Michigan Europe Center to promote trade and investment Wednesday, Sept. 16, 2015 FRANKFURT – Daimler North America Corporation, the holding company for all of the company's business units in the United States, will move its headquarters to Michigan from New Jersey, Gov. Rick Snyder announced as he completed an investment mission trip to Japan and Germany. "Michigan is the world's automotive leader, and Daimler's decision to increase its presence in state is another indication that we intend to hold that position for generations to come," Snyder said.