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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 previews EV conversions with electric 1970 DB6 Volante

If you're a fan of classic British sports cars, and you're concerned about the environment, the future is looking pretty bright. Similar to what Jaguar is preparing for old E-Types, Aston Martin has just announced that it is developing "cassette"-type electric powertrains that it can drop into classic Aston models. By "cassette," the company means that the whole powertrain assembly can be easily bolted into an existing Aston Martin, and just as easily be replaced by the original internal combustion engine if desired. The first car to undergo the electric conversion is a 1970 Aston Martin DB6 Volante, and the prototype powertrain bolts up to the factory engine and transmission mounts. If it weren't for a photo showing it plugged into a charger, it would be impossible to tell that it had an electric motor under the skin. Even the interior looks unchanged. Aston Martin says that a small screen has been added that displays motor and battery management, but we can't find it in the photos. This is a stark contrast to the Jaguar E-Type Zero Concept that featured a modern interpretation of the original interior. Aston Martin didn't reveal any detailed specifications of the powertrain, though. So horsepower and range are complete mysteries at the moment. Aston did note that production examples of this powertrain will use components from the very limited-production Rapide E. That sedan used dual motors for 610 horsepower and 700 pound-feet of torque. Surely the conversion kit will only use one motor for packaging, and since the Rapide E's full power would be unnecessary and deviate far from the original performance and character of the classic car. Also, Aston claimed a range of over 200 miles for the Rapide E, but classic conversions may be less due to space restrictions. Something closer to the E-Type Zero's 170-mile range seems likely, and coupled with DC fast charging, should be more than enough for a car that likely won't be driven as often or as far as a more modern vehicle. Exact timing and availability still have yet to be announced. Aston only said that it plans to start on conversions sometime in 2019. Since Aston plans on delivering Rapide E models toward the end of 2019, the year is shaping up to be a big one for electric Astons. Related Video:

Jaguar F-Type squares off against Porsche 911, Aston V8 Vantage with Chris Harris

Chris Harris is back on the job, taking on really really difficult car questions like: Which enormously sexy and good-to-drive, high-performance convertible is the top of the heap? As one of the hottest cars in the luxury space right now, the Jaguar F-Type S is, of course, in on the action. Competition comes in the form of the Aston Martin V8 Vantage Roadster and the Porsche 911 Carrera S Cabriolet. Sun-loving CEOs who despise test-driving need look no further.
Scroll on below for a fully featured (with a running time of more than 20 minutes) comparison video. Harris does his best to entertain - in a typically nitpicky and made-up-British-words fashion - and the moving pictures are lovely to look at. Kick back, pour a pint and get your weekend started off right.