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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

On the trail of the Aston Martin racer who helped change WWII

Arguably one of the most crucial operations of the second World War, Operation Mincemeat was a British disinformation mission responsible for misdirecting Axis forces towards Greece and Sardinia, and in turn, opening up the Italian island of Sicily. That led to the downfall of Italian dictator Benito Mussolini and opened up the soft underbelly of Hitler's Third Reich. While we won't go into all the details of Operation Mincemeat (it really is worth studying, though), an integral aspect required the transport of a dead body from Hackney, London, 400 miles north to Holy Loch, Scotland as quickly as possible. The corpse, which was disguised as a major in the Royal Marines and loaded with faux sensitive documents pointing to a landing in Greece, needed to be appropriately fresh. That's where Aston Martin racing driver turned MI5 operative Jock Horsfall came into play. The body was loaded into Horsfall's customized 1937 Fordson van, and hustled north. For the rest of the story, you'll need to take a look at Xcar's recapping of Horsfall's fateful journey while at the helm of an Aston Martin Vanquish Volante, the far more civilized successor to the English legend's black 2 Litre Speed.

Aston Martin DB10 spied in action on James Bond Spectre set

Spectre, the next film in the James Bond franchise, is due for release on November 6 of this year. That means there's filming happening right now all over Europe as scenes are stitched together, and one of them involves the Aston Martin DB10 shuffling through maneuvers at Blenheim Palace in Oxfordshire, England. Our guess is that Bond has become an unwelcome guest at a fancy event – there's a Porsche 959 and a Bugatti EB110 in the courtyard – which is why he is forced to make one of his quick-reversing escapes under fire. While that was being captured last week, the Spectre production crew put together another behind-the-scenes clip from filming in Austria, which gives us a look at the Range Rover Sport SVR and Land Rover Defender "Bigfoot" crushing it up some snowy mountain passes. That clip is below. Yes, we're excited. News Source: L Verse Studios via YouTube, Motor Trend TV/Movies Aston Martin Land Rover Coupe SUV Luxury Off-Road Vehicles Performance Videos spectre aston martin db10