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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

There's an 820-hp Aston Martin Vulcan heading to auction

Aston Martin only made 24 examples of its track-only Vulcan, all of which sold out in the blink of an eye. Owners were personally invited by the automaker to purchase the supercar and had to shell out $2.3 million for the pleasure of owning one. Since the vehicle's debut last year, only one Vulcan has gone on sale in the US. And that one carried a hefty price tag of $3.4 million. But now, there's another Vulcan for sale and it's very, very purple. This gorgeous example is number 11 out of 24. There's no mention of how many miles it has covered or why the owner is selling it, but this is a rare opportunity to own one of the most visceral supercars ever. The supercar is heading to Mecum's Monterey auction in August and while it should go for more than its original price tag, there's no price estimate available. Potential buyers should know that the Vulcan is a track-only machine – a British motorsports engineering company can convert the car for road use – built in partnership with Aston Martin's racing team. The Vulcan gets its power from a 7.0-liter V12 that generates 820 horsepower, and the rest of the vehicle is just as hardcore. Related Video:

Aston Martin reveals hardcore Vantage GT3 special edition

If there are two things of which we've seen a lot in recent years, they're versions of the Aston Martin Vantage, and road-going sports cars wearing the name GT3. And you know what? We're not tired of either just yet. So we're pleased to report that the two have come together with the release of the new Aston Martin Vantage GT3. The ultimate evolution of Gaydon's nimble little sports car, the Vantage GT3 is lighter and more extreme than any version to date. Envisioned as a street-legal mid-point between Aston's successful racing cars and its coveted luxury GTs, the Vantage GT3 packs a number of key upgrades to make it lighter, more powerful and more hard-core than its stablemates. For starters, the company's ubiquitous 6.0-liter V12 has been upgraded with a new intake manifold and torque tube made from magnesium and a full titanium center-exit exhaust system. Although final figures are yet to be announced, Aston Martin figures it'll crank out around 600 metric horsepower – 592 by our standards, more than any iteration of the engine to date (including the flagship Vanquish) or any road-going Aston this side of the One-77. The other side of the power-to-weight ratio is optimized through the extensive use of carbon fiber. Aston has replaced the front fenders, hood and doors with the lightweight weave, as well as the center stack and Alcantara-trimmed racing buckets. Customers can even opt for a carbon-fiber roof and the rear glass to be replaced by plexi. The result is a projected curb weight of around 3,450 pounds, or a good 220 pounds lighter than the V12 Vantage S. A more extreme aero kit (also made of carbon, naturally) includes a splitter jutting out from under the nose and a big rear wing, and Michelin Pilot Super Sport tires sit at the edges of a wider track. Only 100 examples of the Vantage GT3 will be offered after its debut at the Geneva Motor Show next month, with deliveries slated to begin later this year as Aston prepares its next generation of Mercedes-powered sports cars. INSPIRED BY RACING: THE ASTON MARTIN VANTAGE GT3 SPECIAL EDITION - Lightweight and extreme Vantage special edition limited to 100 cars - Motorsport-derived chassis, aerodynamics and handling - Bridges the gap between road and race track driving 18 February 2015, Gaydon: Aston Martin is today revealing the first details of its most potent and uncompromising Vantage to date: the track-inspired Vantage GT3 special edition.