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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's extremely British DBS Superleggera special edition: DBS 59

Aston Martin just released a new special-edition model called the DBS 59. The name pays respect to Aston Martin's 1-2 finish in the 1959 24 Hours of Le Mans with its DBR1 race cars. This car is based off the 715-horsepower DBS Superleggera, the fastest vehicle in Aston's current lineup. All the changes for the special edition car are visual, but they make for one hell of a stunner. Every DBS 59 will be painted in British racing green and use a plethora of gloss carbon fiber on the exterior. You'll see the carbon on the roof, roof strakes, rear valance, spoiler and hood louvers. To complement the carbon fiber, Aston used bronze accents in some spots like the front grille, badging, brake calipers and wheels. It all comes off as very British, and we're loving the classy looks of it. The interior is actually tri-toned. There are brown and black leather seats, but British racing green trim is found in some areas as an accent. Fabric designed to harken back to the same stuff used on the DBR1 was commissioned for the DBS 59's seat backs and door inserts. You get one of the cooler accessories packages with the car: The rear compartment holds special DBS 59 crash helmets. Period-correct blue race overalls, racing gloves modeled after those worn in the 1959 race, a bespoke two-piece luggage set and a car cover specific to your model number all come with the car. Speaking of model numbers, Aston Martin plans to make 24 of these — you know, because there are 24 hours in the 24 Hours of Le Mans. Each car will have a small white painted number next to the side strakes to signify which one you got. All the mechanicals are the exact same as the normal DBS Superleggera. That's totally fine — the Superleggera goes 211 mph. Aston Martin doesn't provide a price, but you can order one now. Our guess is, if you have to ask, you can't afford it. Related video: Featured Gallery Aston Martin DBS 59 Image Credit: Aston Martin Aston Martin Coupe Luxury Performance supercar aston martin dbs superleggera

Electric Aston Martin Rapide could be on the way

Aston Martin is looking into building an electric version of the Rapide to launch in the next two or three years. Andy Palmer, the company's new chief executive, said so to the Wall Street Journal at the New York Auto Show this week. A spokesman confirmed the plans to Autoblog. The project would bring in an as-yet undisclosed partner that could come from Silicon Valley, and while we don't know at this point just which company that would be, Palmer said it's not Tesla. Having formerly held senior positions at the Renault Nissan Alliance, Palmer has a wealth of experience with EVs that he brings with him to the British automaker that was recently infused with cash. This wouldn't be the first time that Aston would be experimenting with the prospect of electric propulsion. It showcased the DBX electric crossover coupe concept at the Geneva Motor Show, and even fielded a hybrid hydrogen-powered version of the Rapide in a 24-hour endurance race at the Nurburgring a couple of years ago. The Rapide is Aston's four-door model, based closely on the DB9. It was launched in 2010 after a concept version from 2006. After initially being produced under contract by Magna Steyr in Austria, Aston moved assembly back home in 2012. A revised Rapide S ensued the following year, upping output from its 6.0-liter V12 engine from 470 horsepower to 550 and swapping the six-speed automatic for an eight-speed. According to the WSJ, Palmer also confirmed a new crossover and large luxury sedan in the pipeline, the latter to compete with Rolls-Royce and both of which we expect will wear the Lagonda badge revived by the new Taraf launched in Dubai.