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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 DB11: Everything we know right now

With six and a half decades of heritage, the Aston Martin DB is one of the most storied nameplates in the savory sports car stratosphere. And we're (probably) just weeks away from seeing the next major chapter: the DB11. A few exclusive spy shots reveal new details, and we've gathered some crucial intelligence to help us get a better idea of what we can expect from the new DB11 when it launches later this year. Much like how the previous DB9 ushered in a new generation of cars from Aston's Gaydon, UK, headquarters, the British carmaker says the DB11 will kick off its "Second Century Plan." An insider told us that Aston is in the final tuning stages, and as such, the engineering prototype pictured here is likely the closest thing we've seen to a final production-spec car. While early mules had moldings and panels, we now have a good sense of the DB11's proportions, and can clearly see the rear-wheel-drive coupe's character lines. We can also see an aero-lip intake under the grille that appears to be significantly wider than on the DB9. Beyond being aesthetically pleasing, this is a necessary addition for better cooling. Our sources tell us power is expected to be above that of the naturally aspirated V12 Vantage's 565 hp and 458 lb-ft of torque. Gaydon's partnership with Daimler will soon yield the new Mercedes-AMG 4.0-liter twin-turbo V8 engine for use in Aston Martin cars, but the Brits surprised us recently by showing a teaser of a 5.2-liter twin-turbo V12. The timing is curious, and makes us suspect that the DB11 will continue the 12-cylinder tradition, despite the pressure to be increasingly fuel efficient. Our sources tell us power is expected to be above that of the naturally aspirated V12 Vantage's 565 horsepower and 458 pound-feet of torque. While the current DB9 boasts a six-speed automatic gearbox, we understand the V12 will be mated to a new transmission with more speeds. It's possible the DB11 could get the ZF-sourced eight-speed automatic that Aston recently added to the Vantage and Rapide range. The DB11 will ride on an all-new chassis, and in continuing the industry trend, the new car should be lighter, tipping the scales below the current DB9's 4,000-pound mark, despite some new equipment. The Daimler partnership should improve a major area where Aston has historically lacked: in-car technology and infotainment.

Aston Martin DBS Superleggera Volante is coming soon for $329,100

You've seen the coupe and read the reviews. You've seen the spy shots filtering out of the Nurburgring. And now you've finally, digitally and officially, seen the Aston Martin DBS Superleggera Volante. It's exactly what you'd expect — take the DBS Superleggera, keep its twin-tubrocharged 5.2-liter V12 engine and eight-speed automatic transmission, ditch its hardtop in favor of a folding convertible mechanism, add a drop of sunshine and a copious extra dose of wailing exhaust note, stir and enjoy. Aston Martin boasts that the DBS Superleggera Volante's top speed of 211 miles per hour matches that of the coupe and makes it the fastest convertible ever to roll out of Gaydon. Its quoted 0-62 mph time of 3.6 seconds (.02 seconds behind the coupe) and 0-100 time of 6.7 seconds means it's no slouch in the acceleration department, either, despite its quoted dry weight of 4,107 pounds. Fortunately, that heft (375 pounds more than the coupe) is distributed equally over the front and rear wheels. A revised aerodynamics package that includes a front spoiler and airdam, side strakes that are deeper than those of the coupe, a double rear diffuser and a so-called Aeroblade II all combine to deliver 390 pounds of downforce. That's just 6.6 pounds less than the coupe, despite the inherent aero penalty caused by the removal of the roof. It takes just 14 seconds to open and 16 seconds to close the soft top. At 10.2 inches, Aston says the folded roof stack is the smallest in its segment, and the top is offered in eight colors. A twill carbon fiber mesh finish is optional for the windshield surround, as well as the rear tonneau cover. Want one? You'll have to wait for the third quarter of 2019 to order the DBS Superleggera Volante in the United States. And you'll need a check for $329,100.