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UK offers Aston Martin military base to produce DBX in Wales

The British government is doing its best to encourage Aston Martin to build the DBX in the United Kingdom. To that end, Prime Minister David Cameron made a public offer to the automaker Thursday to make use of a military facility in Wales to produce the crossover. The location is St Athan, a Royal Air Force base and Ministry of Defence facility with space left vacant since a planned military academy earmarked for the site was canceled less than five years ago. One of its empty hangars is what Cameron offered to Aston Martin, according to the BBC. The facility is located near the airport in the Welsh capital of Cardiff, a little over two hours from the company's headquarters and principal manufacturing site in Gaydon. If Aston takes the bait, the site would be used to manufacture the DBX that would become the company's first crossover. Rivals Jaguar, Bentley, Maserati, and Lamborghini are all planning to launch their first crossovers, as well. Aston showcased a concept version of the DBX at the Geneva Motor Show this March, but the production version is expected to go a bit more mainstream, ditching the electric powertrain and two-door layout in favor of more conventional propulsion and four-door setup. The company is also said to be considering opening a new facility in the United States, specifically in Alabama near the Mercedes plant there, to handle production of the DBX. Other locations within the UK are also said to be under consideration, but Aston has yet to make a decision – or at least an announcement – on where the crossover might be assembled. When Aston previously branched out with the launch of the Rapide, it contracted Magna Steyr to handle assembly on its behalf in Austria, before moving production back home. The contract manufacturing facility is the same to which the Jaguar Land Rover is expected to entrust assembly of the F-Pace crossover. It's also where the G-Class is built for Mercedes, which in turn similarly hired AM General recently to assume production of the R-Class crossover. Related Video:

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 to cut 15 percent of workforce

Aston Martin has announced it will slash nearly 300 jobs, or about 15 percent of its total workforce, as part of a cost-cutting bid. The changes aren't going to come on the factory floor, though. Instead, according to the Unite trade union, the majority of firings will involve white collar employees – administrators, managers, and the like – at the company's headquarters in Gaydon, England, Bloomberg reports. In an emailed statement to the business outlet, Aston Martin said eligible employees will be offered early retirement options. While Aston said there'd only be 295 employees released, Unite put the number at no more than 314. "Collective consultation with employee representatives, including Unite, has begun and the company is working with them to minimize the risk of compulsory redundancies," the union told Bloomberg. Aston Martin added that this move will have no impact on the company's production figures, although it's unclear what it could mean for future vehicles, like the production DBX and upcoming DB11. Related Video: