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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.

Aston Martin Vanquish Vision concept coming for Ferrari F8 Tributo and company

Aston Martin will restore the Vanquish name on a mid-engined supercar due in 2022, previewed by the Vanquish Vision concept. To be powered by a less potent version of the hybrid twin-turbo V6 powertrain also going in the Project 003, the Vanquish will challenge super-coupes like the Ferrari F8 Tributo, as well as the next-generation hybrid successors to the McLaren 720S and Lamborghini Huracan. The Vanquish will be the fourth mid-engined offering from the Gaydon maker, after the Valkyrie, Valkyrie AMR-Pro, and Project 003, but the first to go into series production. In spite of the fact that it shares clear lineage with the Valkyrie and Project 003, the Vanquish will make some key departures. The chassis will be fashioned from bonded aluminum instead of carbon fiber. The concept is said to be 85 percent of the final form, with only minor changes to come as Aston Martin learns its way around a mid-engined production car for the first time. The forms are fuller, with less of the negative space employed on the hypercars for a "more seductive and less technical appearance." Aggressive touches remain, however, as in the fat rear tire leering through a hefty gap between the bodywork and a serious diffuser. And check out those exhaust tips poking McLaren-style out of the bodywork. Codenamed AM9, the coming coupe departed from Aston Martin's own expectations in that it got smaller than originally envisioned. Palmer told Autocar, "One of the real learnings with Adrian Newey is obsession with weight and mass, and package size. Our designers are now pushing our engineers; cars were getting bigger but now we're heading smaller, with cars packaged around the engine. It's the reversal of a trend." Related Video:

This guy bought a 1971 Aston Martin DBS instead of a house

The right classic car can make its dedicated owner do seemingly crazy things to non-enthusiasts, but Michael von Trzebiatowski goes to serious lengths for his 1971 Aston Martin DBS V8 in the latest episode of Petrolicious. Faced with a choice between a house or this classic coupe, von Trzebiatowski did the only rational thing. He bought the Aston Martin. It took von Trzebiatowski a decade to find his DBS, and even then affording it was a stretch. The coupe first attracted him as a kid after seeing Roger Moore driving one on TV, but the car's understated design lured him as an adult. "It's a bit portly, good-natured, and robust," he says to describe this British V8 grand tourer. Von Trzebiatowski once worried that his connection to the Aston Martin could have faded over time, and he might eventually have regretted the big purchase. That hasn't happened, thankfully. We'll let him explain why on Petrolicious. News Source: Petrolicious via YouTube Design/Style Aston Martin Coupe Performance Classics Videos petrolicious