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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

Aston Martin Lagonda Vision Concept re-envisioned as zero-emissions luxury brand

After introducing the hand-built, limited-edition, one-million-dollar Lagonda Taraf saloon in 2015, Aston Martin is again reaching to its Lagonda heritage dating back to 1904. But while there's a new saloon concept to be presented, Lagonda has completely changed around it. The Taraf had a six-liter, 540-horsepower V12 under its hood: the new car has no engine and no hood. Instead, Aston Martin is turning Lagonda into what it calls the first zero emission luxury brand. The herald of the newly born Lagonda is the Vision Concept, and it showcases the design language Aston Martin is preparing for a 2023 launch. While Astons still embrace the internal combustion engine, the letter "O" in Lagonda's logo is re-purposed to stand for zero emissions. As per Aston's statement: "With no need to package a vast internal combustion engine, gearbox and transmission, Lagonda's designers could optimize the interior down to the smallest detail and then build up the exterior of the car around it. The Lagonda Vision Concept doesn't have a bonnet because one is not required." The production Lagonda is to be fully autonomous "on all routine circumstances and all recognizable roads." This means the steering wheel can freely move from the left side of the car to the right, or retract completely. Choosing to not do the driving isn't alien to Lagonda customers, as Aston Martin's Andy Palmer explains. "For owners of true luxury cars, autonomy has existed for over a century, in a carbon-based form called a chauffeur." He adds, "We imagine most Lagonda customers will choose to be driven, but whether by a person or a computer will be up to them. And if they want to drive themselves, the car will ensure that is a delightful and memorable experience too. Lagonda will provide that choice." The tall, airy cabin has been designed with the help of Savile Row tailors, and the armchair-like seats can be arranged to face each other. The seats aren't mounted on runners, but cantilevered arms. As for range, Lagondas will have been engineered for a real-world 400-mile range with solid-state batteries. There's "intelligent all-wheel-drive," with any wheel able to be given 100 percent of the available torque.

Weekly Recap: Aston Martin to add another sports car, new Lagonda sedan, EVs

Aston Martin will revamp and expand its lineup as part of a five-year plan laid out by the company's new executives. If it succeeds, the strategy will position Aston for growth as an independent automaker with a more stable future in its second century. Aston will replace all of the cars in its current lineup and add a fourth sports car to its stable. It currently has three: the DB9, Vanquish and Vantage. The unnamed sports car will be joined by a production version of the DBX concept – an all-wheel-drive electric car that treads near crossover territory – that was revealed at the Geneva Motor Show. Aston's electric strategy also includes a potential electric-powered Rapide. Eventually, Aston plans to build a new four-door Lagonda. Though Aston will diversify its portfolio and the range could expand to seven vehicles, it will limit production to around 7,000 units annually, said Aston Martin marketing and communications director Simon Sproule, who described the company's strategy in an interview with Autoblog. CEO Andy Palmer, who joined Aston last year from Infiniti, has also spoken recently about remaking the company for the future. EVs are a major part of Aston's future, Sproule stressed, because they allow the automaker to "balance" its portfolio. Aston is studying the feasibility of an electric Rapide and is working with an undisclosed engineering firm. It's likely to use a plug-in setup and would cost $200,000 to $250,000 or more. It could use either a rear-wheel or all-wheel-drive configuration. View 14 Photos "It's a study, but we're serious about it," Sproule said. He added for emphasis: "If not this, there will be an electric Aston Martin in the future." Aston has taken note of what Tesla has done with the brisk-driving Model S and decided that's the dynamic it wants for some of its own cars. Even though EVs don't emit the same sonorous note as a V12 – they're better than the alternative, Sproule said. "The sound of silence is much more preferable than the sound of a four-cylinder whining away under the hood of an Aston Martin," he said. Speaking of V12s, they're not going away. Aston will continue to make its own V12 engine, but will source its V8 from Mercedes-AMG (whose parent, Daimler, owns a small stake in Aston). While the V12 is sure to please the faithful, Aston admits EVs and the crossover-like DBX will rankle many. Sproule argues those are the moves that will keep Aston relevant.