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Aston Martin waxes poetic about the good life with The Art of Vanquish

Aston Martin markets itself as offering the classy alternative to hardcore sports cars. Its vehicles are certainly capable, but they are also sold as offering an extra dose of luxury to go along with their power. The company is leaning hard into that image in a new short film called The Art of Vanquish. Over the grumble of the coupe's V12, the announcer reads a poem about the metaphor of life's journey, and it positions the Vanquish as a symbol of progress. The film is interspersed with shots of luxury goods like thickly upholstered leather chairs and products from sound system maker Bang & Olufsen, men's clothier Hackett London and Swiss watchmaker Jaeger Le Coultre. The production team True Motion Pictures created the short and has also done projects for Audi and Sony, among other companies. Of course, the idea that Aston Martins and other luxury goods are a symbol of life's adventure is a little contrived. It's still just a car after all – albeit an absolutely gorgeous one. Still, the film is an opportunity for a closer look at the Vanquish, and its wonderful growl is featured throughout. Scroll down to watch the video and be swathed in its poetic concept of luxury. Aston Martin, 'The Art of Vanquish' from True motion pictures on Vimeo.

Check out King Charles III's $17.6 million car collection

King Charles III's coronation will take place in England on May 6, and being crowned a monarch comes with a long list of perks with four wheels. He will gain full access to the Royal Family's fleet of cars, which is valued at about GBP14 million (approximately $17.6 million). The two most expensive cars in the collection are nearly identical: they're a pair of Bentley State Limousine models (pictured) built for Queen Elizabeth II, King Charles III's mother, in 2002. Only two units were made, and they're both part of the Royal Family's fleet, so they're difficult to put a value on; it's not like one is going to end up listed on your favorite auction site anytime soon. British company Nationwide Vehicle Contracts, which compiled the list, estimates that each armored, 245-inch long sedan is worth at least GBP10,000,000 (roughly $12.6 million). Dropping below the eight-digit threshold, the second-most-valuable car in the Royal Family's fleet isn't really a car. It's the Gold State Coach, which Matchbox recently released a 1/64-scale replica of, and its value is estimated at GBP1.6 million (about $2 million). At 275 inches long it's even bigger than the Bentley limousine and it weighs about 9,000 pounds. It's 261 years old and designed to be pulled by eight horses, and has been part of every coronation since 1831. The rest of the Royal Family's vehicles are relatively mundane. There's a 1965 Aston Martin DB6 Volante that Queen Elizabeth II and her husband, Prince Phillip, bought for King Charles III on his 21st birthday. It's worth GBP1 million (about $1.2 million). The collection also includes a Rolls-Royce Phantom VI (about $627,000), a Bentley Bentayga (about $201,000), a Land Rover Range Rover long-wheelbase Landaulet ($133,000), a Jaguar XE (about $41,000), and a Land Rover Defender ($38,000). "Luxury cars have long been associated with the monarch and King Charles III, in particular, is known for his fondness of motor vehicles. His impressive collection features sentimental value with motors passed down from his late mother, Queen Elizabeth II, to cars bought for him by his parents," explained Keith Hawes, the director of Nationwide Vehicle Contracts, in an interview with CBS News. Being at the head of a car-making nation's royal family also comes with drawbacks: Every vehicle in King Charles III's fleet is British.

Aston Martin eyes US market for growth

Aston Martin chief executive Andy Palmer is sitting in a rustic Tuscan villa on a sweltering summer night, but his mind is thousands of miles away. He's ruminating on the United States, a lucrative market that could secure Aston's future as an automaker that has proved elusive for decades. The reason? Aston has an identity crisis. Sure, Americans know what Aston Martin is. Mostly. Palmer compares it to the British game of cricket. Many Americans have heard of it. They might even have a vague notion of what it is, but that's about as far as things go. It's the same with Aston. Candidly, Palmer places the blame squarely on his company, admitting Aston executives have been complacent about America. "We've got some work to do in the United States. I think we have assumed that you guys get it because you speak our language," he told a group of mostly US journalists at the launch of the 2017 DB11. That ends now, Palmer said, and Aston's plan to fix the problem will come into sharper focus with the launch of the DBX crossover for 2019. The utility vehicle was designed for an American buyer because the US market is SUV heavy. The target consumer? Someone named Charlotte, a 42-year-old from Southern California. Palmer describes her as someone who wants an elevated ride height and functionality. "She's looking for that safe, secure feeling," Palmer said. The company is adding 750 people and building a factory in Wales to produce the DBX. The site will be able to make 7,000 units annually, which dovetails with Aston's goal of making 7,000 sports cars per year. It's an ambitious plan for a company that made 3,615 cars in 2015 and posted an operating loss. This potential growth is still a few years off, meaning the brand's new DB11 must be a success. Early signs are trending well, and Aston had taken 2,000 orders by the end of June. After that, the company will redesign the Vanquish and Vantage and add the usual open-top variants. Aston's investors have already funded the sports cars and the DBX, and product development spending rose 40 percent in 2015. Aston's ownership group includes a Kuwaiti consortium, Italian backers, and a minority stake held by Daimler, which provides technology like infotainment and V8 engines. In total, Aston plans seven new vehicles in six years.