2007 Aston Martin Db9 Coupe 2d on 2040-cars

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Aston Martin and Daimler continue talks on SUV project, CEO required

The Aston Martin Lagonda SUV concept revealed at the 2009 Geneva Motor Show didn't earn the plaudits the company is used to when it reveals new models, and it has lived an uncertain life ever since. Thought to have been scrapped along with the entire revival of the Lagonda brand, then thought to have been resurrected due to Chinese, Middle Eastern and Russian demand, another year passed before we heard more definitive talk about an Aston Martin expansion when AutoCar reported that the Lagonda could be built on one of Mercedes-Benz's AMG SUV platforms.
A report in Automotive News Europe indicates plans have gotten serious, its unnamed sources saying that the English carmaker is talking to Daimler "to extend their cooperation to building an SUV." Neither Daimler, Aston Martin nor Investindustrial, the managing partner among Aston Martin's ownership consortium, would comment. But with Investindustrial having pledged to expand the range, competitors like Bentley, Maserati and Lamborghini getting into the SUV racket and clear demand from current and future customers, it's easy to believe Aston Martin is working hard to put the pieces together.
One further potential bump on the road to an Aston SUV is the company's search for a new CEO. Ulrich Bez relinquished to top spot at the company at the end of 2013, and Aston reportedly will not finalize its model strategy without a new CEO in place.

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.

2015 Aston Martin V12 Vantage S by Q not for the faint of heart or thin of wallet

In 2012 at the Geneva Motor Show, Aston Martin brought along a Virage Volante that had been fully decked-out by its then-new Q extravagant customization team. Q, in addition to offering a limitless world of options to dandy car-shoppers, seemed then to tacitly offer a slightly stronger connection with everyone's favorite super-spy, James Bond. Remember when just driving an Aston was cool enough? Apparently, cool or no, the base version of the already sumptuous Aston Martin V12 Vantage S simply won't slake the thirst for opulence that some buyers suffer maddeningly from. Here then, the 2015 V12 Vantage S by Q, a car described by the manufacturer as being "a unique and ultimately luxurious Vanquish for the most demanding, and discerning, of customers." "Picky" might be another way to say it... We kid. In all honestly, the latest Q car is hard to find fault with, no matter how foppish we might believe its eventual owners to be. The triple-tone colorway of Orange, Stratus While and a Jet Black roof is certain to grab attention, while the interior fitted in True Teal and Californian Poppy leather is almost guaranteed to please even the most rabid Miami Dolphins fan. The dream of the Q service doesn't stop with custom colors and expensive trims, we must add. Aston reminds us in the press release below that the dream-makers were also responsible for the creation of the fabulous CC100 Speedster Concept. If your motive longings have even a hint of Britishness to them – or if you just want to feel a bit more like 007 – you now know whom to call. Q BY ASTON MARTIN: MAKING THE IMPOSSIBLE, POSSIBLE - Service offers the ultimate in bespoke commissions and personalization - The tailored approach to luxury car making from Aston Martin - Made-to-measure service that promises a unique sports car Aston Martin arrives at the 84th Geneva International Motor Show with its most compelling bespoke sports car creations to date, courtesy of its increasingly popular tailor-made personalisation service: Q by Aston Martin. The great British sports car brand is showcasing the capabilities of its bespoke service in Switzerland, as more and more of its customers around the world are turning to the facility to make their Aston Martin a truly unique creation.