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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

The Aston Martin Vulcan AMR Pro is a Le Mans-derived supercar

The Aston Martin Vulcan is a car filled with superlatives. It's one of the fastest and rarest cars in the world, with just 24 of the 820-horsepower track-only supercar in existence. The car packs a 7.0-liter naturally aspirated V12, a 6-speed sequential transmission, and some of the most visually striking bodywork of any modern performance car. Aston Martin is now offering an AMR Pro performance pack with tech derived from the automaker's Le Mans-winning racecars. The main difference between the original car and the Vulcan AMR Pro model is aero. The car gets a whole host of upgrades that help channel air over, under, and around the car better than before. The car's other big change is a shorter gear ratio. The goal was to make the Vulcan AMR Pro more planted and more responsive in an effort to reduce lap times. The front wheel arches get louvred carbon-fiber panels to extract air and reduce lift. Dive planes have been added to the nose, complimented by a large splitter. Both will help front-end lift and improve steering response. More efficient use of carbon fiber means the engine cover weighs about 11 pounds less than before. Out back, the Vulcan AMR Pro gets a new dual-plane rear wing. It's far bigger and more elaborate than the standard car's wing, featuring a 20mm Gurney flap. The slotted endplates feature 15mm Gurney flaps. It simply looks the business. Aston Martin says all of the additional aero bits increase downforce from 2,323 lb-ft to 2,950 lb-ft. That's a huge increase on any car, much less one that was already packed with aerodynamic tricks. By comparison, the Aston Martin Racing Vantage GTE that was the class winner at Le Mans only has 2,290 lb-ft of downforce. The Aston Martin Vulcan was a car designed without limits, restraints, or regulations. It's a track-only car, but it's not built for any racing series. It's simply meant to go around a track very, very fast. With the AMR Pro pack, those 24 owners should be happier than ever. Related Video:

Red Bull and Aston Martin are working together on a supercar

Ever since Adrian Newey stepped back from the day-to-day at Red Bull Racing last year, we've been wondering what he would do next. And here we very well may have the answer. According to Autocar, the legendary F1 engineer is working on a hardcore, track-focused supercar for Aston Martin. Details are few and far between, but it is believed that the project could make use of a Mercedes engine and take aim at the likes of the Ferrari FXX K and McLaren P1 GTR. That's more or less the same territory Aston is already going after with the Vulcan (pictured), but just how closely aligned the two vehicles would be remains unclear. Newey is said to be keen on making the vehicle road-legal, however – something which the FXX K, P1 GTR, and Vulcan are not. The news comes hot on the heels of an earlier report that indicated Aston Martin and Red Bull were in discussions over a potential partnership in F1 (together with Mercedes). Both developments appear to be stemming from the same rapprochement between the two outfits, but are said to be independent of one another in that one could go ahead without the other. It is just one of several projects, however, that Newey is said to be evaluating in his capacity as head of Red Bull Technologies. It would not be the first time we would see a high-end automaker team up with an F1 team to create a supercar, after all. McLaren built the SLR for Mercedes before going it alone, and Jaguar more recently collaborated closely with Williams Advanced Engineering on the C-X75 concept, an experimental supercar project that was unfortunately aborted prior to reaching production. We'll be watching and hoping to see how the Aston Martin/Red Bull partnership pans out.