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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 previews new C63 DTM racer alongside Edition 1

The new C-Class Coupe will undoubtedly be one of the main points of focus at the Mercedes-Benz pavilion in Frankfurt this year. But the Silver Star automaker will have more than just the base version to showcase. There's be the new AMG C63, and now two additional versions. First up is the Edition 1, the designation Mercedes often applies (in some markets anyway) to launch versions of exciting new models. For the C63 Coupe, the Edition 1 features a raft of upgrades, available in either standard (476 horsepower) or S (510 hp) states of tune. It's done up in one of two exterior appearance packages, in matte gray with either yellow trim or black. The Edition 1 also wears special 19-inch wheels in the front and 20-inchers at the back, ceramic brakes, enhanced aerodynamics package, more chrome and gloss-black trim, and an optimized interior with racing buckets. Alongside the Edition 1, Mercedes will also reveal the new DTM racing model in Frankfurt. And following the teaser sketch released the other day, it's giving us our first proper look at the new touring car right here. The new C63 DTM will replace the existing C-Coupe DTM (as it has been formally styled) that has represented the automaker in its local tin-top racing series since 2012 – winning seven races over the past four seasons, but not a championship yet. If looks are anything to go by, the new racing coupe could be up to the task. Special Model to Market Launch: Mercedes-AMG C 63 Coupe Edition 1: Inspired by Motorsport Affalterbach. Mercedes-AMG is bringing the C 63 Coupe Edition 1 special model to the starting line. The exclusive colour combination in designo Magno Selenite Grey with yellow film coating and black wheels with yellow painted rim flanges reflects the graphic design of the Frankfurt International Motor Show launch version of the Mercedes-AMG C 63 DTM racing coupe which will be used in the DTM next year. The special model is equipped with Performance seats and an aerodynamics package, highlighting its proximity to motorsport. The new Mercedes-AMG C 63 Coupe and C 63 S Coupe are also available as "Edition 1" special models from market launch. The extraordinary combination of exclusive design and equipment characteristics is inspired by the optical appearance of future Mercedes-AMG racing coupes which will compete in the popular DTM series in 2016. Two exterior designs address different customer wishes.

BMW M3 takes on Mercedes-AMG C63 S in track battle from Evo

Over the last few decades, BMW has firmly established an enviable reputation among automotive enthusiasts by making what many consider to be the very best sporty sedans and coupes in the world. Every few years, a new challenger appears from one of the German brand's long list of competitors, but the result always seems to be the same: Close, but no cigar. The latest challenger to BMW's on-track crown comes from Mercedes-AMG in the form of the C63 S sedan. The AMG has a lot more power, an excellent and balanced chassis and it looks beautiful. But is it good enough to outperform the latest BMW M3? We're not going to spoil it for you. Watch the latest Deadly Rivals video from Evo to find out which competitor comes out on top.