2015 Aston Martin Vantage on 2040-cars

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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 confirms Mercedes-AMG boss Moers to replace CEO Palmer

Aston Martin confirmed on Tuesday that Tobias Moers, CEO of Mercedes-AMG, would become chief executive on August 1, replacing Andy Palmer, who stepped down on Monday. The Financial Times newspaper reported over the weekend that Palmer would step down, before he had been informed. A source familiar with the situation had also confirmed to Reuters the planned move. "The board has determined that now is the time for new leadership to deliver our plans," Lawrence Stroll, Aston Martin Lagonda's Executive Chairman said. The company said Moers, who will be based at its headquarters in Warwickshire, had built a reputation for transforming businesses in tough environments during his 25 years in senior roles at Daimler. Germany's Daimler AG owns a 5% stake in Aston Martin and supplies the carmaker with Mercedes-AMG engines. "Under Tobias’ leadership, Mercedes-AMG has more than doubled its product portfolio and quadrupled the number of AMG units sold, with a clear pipeline of further expansion opportunities, especially in electrification of powertrains in the performance segment," Aston Martin said in a statement. "TobiasÂ’ focus on operating and manufacturing efficiency has delivered significant margin expansion. This strong financial performance was supported by the introduction of a clear brand management strategy, which delivered a measurable increase in brand value and awareness." Aston Martin has seen its share price plummet since floating in October 2018. The 107-year old British luxury carmaker earlier this month posted a deep first-quarter loss after sales dropped by almost a third due to the impact of the novel coronavirus outbreak. "All of my and TobiasÂ’ energy will be dedicated to building on the CompanyÂ’s inherent strengths, its brand, its engineering prowess, and the skills of its people to enable Aston Martin to become one of the pre-eminent luxury car brands in the world," Stroll said. Related video:

Aston Martin DBS Superleggera Concorde Edition celebrates airspeed

This year is the 100th birthday of British Airways, as well as the 50th anniversary of the first flight for the Aerospatiale/BAC Concorde supersonic passenger jet. Today marks the 16th anniversary of the Concorde's final hop, when Concorde 216 registered as G-BOAF flew from Heathrow to Bristol, England, with 100 BA employees on board, to roll into a display space at the Aerospace Bristol museum. That same plane was the last Concorde built, coming off the line in 1978 at BAC Filton Bristol. To celebrate the plane and BA and its aerospace neighbor, Aston Martin Bristol commissioned 10 special editions called the DBS Superleggera Concorde. Pieced together with the expertise of Q by Aston Martin, the coupe is the latest in Aston Martin's aviation-inspired Wings Series specials, following the Vanquish S Red Arrows Edition, Vantage Blades Edition, and V12 Vantage S Spitfire 80. Dressed in white, the coupe gets ornament in British Airways livery colors on the front splitter, roof strake, rear spoiler, rear diffuser, and inside the Aston Martin wings badge. A Concorde graphic decorates the black, carbon fiber roof, and a Concorde-shaped chunk of solid aluminum streaks through the side strakes. The British Airways "Speedmarque" logo is on the front fender above the black enamel Q by Aston Martin badge, the rear fenders wearing registration G-BOAF.    Printed Alcantara on the Superleggera's cockpit headliner displays a sonic boom graphic, the front visors get mach meter graphics, the front seats show off Concorde and Speedmarque logos. Pieces of titanium compressor blades from the supersonic bird have been turned into paddle shifters, and embossed solid aluminum seatbelt buckles shine the Concorde again. The floor mats adopt a design by Sir Terence Conran, he being one of three designers commissioned to upgrade the Concorde's interior not long before the jet went out of service. The 5.2-liter V12 engine holds steady at 710 horsepower and 664 pound-feet of torque, plenty of thrust for booming travel on the ground. Aston Martin Bristol says it will donate part of the proceeds from each sale to the Air League Trust, a nonprofit that teaches underprivileged children how to fly and helps open doors for them into engineering professions.