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How chasing Ferrari improved Aston Martin, with help from Mercedes-Benz

GAYDON, England — After decades of ups and downs, British carmaker Aston Martin Lagonda is charting a more efficient and profitable way forward, leaning on technology from shareholder Mercedes-Benz to make the costly leap to electric vehicles (EVs). Less than two years after billionaire Lawrence Stroll drove to the rescue of James Bond's car brand of choice, Aston Martin has undergone a manufacturing makeover to lift margins and help it become more like rival Ferrari. Stroll, Aston Martin's largest shareholder and executive chairman, who is also an avid fan of Ferrari, says after vehicle sales jumped 82% in 2021 the carmaker's transformation to long-term profitability is well under way, with new cars coming and funding secured through 2025. But analysts say Aston Martin, which has gone bust seven times since it was founded in 1913 and has flirted with death as often as Agent 007, is still burning through piles of cash. Some question its ability to generate Ferrari-like sales to fund the vast cost of electrification. "It's precarious and it is possible for this company to go bust," said Redburn equity research analyst Charles Coldicott. "I don't think it's a controversial thing to say even though Aston wouldn't like to hear it." Asked to comment on perceptions of a shaky future, an Aston Martin spokesman reiterated Stroll's view that the carmaker is well on the way to long-term profitability and that it has adequate access to cash. On a tour of the carmaker's Gaydon factory, Tobias Moers, formerly head of Mercedes' high-performance AMG brand and Aston Martin chief executive since August 2020, rattles off a list of moves including cutting one of two assembly lines and bringing more bespoke items like seats in-house. Perhaps the biggest shift has been to focus on higher-value customer-driven and customized orders — a big part of Ferrari's success — rather than over-producing and churning out sports cars wholesale, which then had to be discounted. "When I came in, the company was manufacturing-dominated instead of engineering-led, which for an auto luxury business is insane," Moers said. "In a company this size, you need maximum flexibility and agility." Moers has cut Aston Martin's inventory to 600 sports cars from 2,000 — its cars sell for an average of around 150,000 pounds ($195,750) — and customized orders now account for 50% of sales versus 6% when he joined the firm. At that point, the carmaker was in trouble after a disastrous 2018 public listing.

First Mercedes B-Class Electric Drive rolls off line, coming to US soon

Mercedes-Benz is about to give Americans another choice of battery-powered vehicle. Offering more all-electric range than the Nissan Leaf or BMW i3, and with a smaller price tag than the Tesla Model S, the B-Class Electric Drive is officially set to arrive in the US this summer. Indeed, the first examples have begun rolling off the production line in Rastatt, Germany. Featuring drivetrain parts from Tesla Motors, the luxury compact hits all the performance parameters mentioned during its debut at last year's New York Auto Show. For a refresher, that's a single-charge range of 200 kilometers (124 miles) along with a 0-to-100 kilometer-per-hour (62 mile-per-hour) sprint in a respectable 7.9 seconds. These achievements comes courtesy of a 28-kWh lithium battery located in the floor of the passenger compartment and a 132-kW (177-horsepower) motor powering the front wheels. Torque specs for the unit seemed to have increased somewhat and are now given as 340 Newton meters (250.77 pound-feet). It boasts an 11-kW charger and can add as much as 62 miles of range to a deleted battery in an hour and a half. Sadly, it is not Supercharger compatible. The B-Class Electric Drive, which is built on the same production line as the gasoline-powered version, is going to go on sale in Europe around the end of the year and will also come in a right-hand drive version for other markets in 2015. Although pricing has not yet been announced, Mercedes execs expect it to be quite competitive with the BMW i3. Scroll below for the press release (Google translated from German). Model offensive: Mercedes-Benz launches first major series for electric cars - the start of production at Mercedes-Benz in Rastatt: B-Class Electric Drive begins For the first time large-scale production of Mercedes-Benz models with internal combustion engine and electric drive on the same line Stefan Abraham: "With the B-Class Electric Drive we are expanding our production portfolio at the Rastatt plant is a highly innovative drive variant." In the Mercedes-Benz plant in Rastatt today through the first B-Class Electric Drive off the line. This makes Mercedes-Benz models are produced with internal combustion engine and electric drive on the same line at the site for the first time. The B-Class Electric Drive is based on the Mercedes-Benz front-wheel drive architecture of the new Mercedes-Benz compact car generation and uses the modular component kit.

Brabus bringing 900-horsepower Mercedes S65 to Geneva

The S-Class may be the ultimate Mercedes, but what's the ultimate S-Class? Is it the S550? Maybe in some markets, but that's just the starting point in North America. The S600? Getting closer. The Maybach? Sure, if the last word in luxury is what you're after. But if it's performance you crave, then you'll want an AMG version like the S63. But even that's not the flagship. No, in terms of outright power, it all comes down to the S65. It's got a 6.0-liter twin-turbo V12 churning out 621 horsepower and 738 pound-feet of torque, for crying out loud. But Brabus thinks it's still not enough. That's why (alongside the 850-hp S63 coupe) it's bringing a version it calls the Rocket 900 to the Geneva Motor Show this week. To turn the S65 AMG into the Rocket 900, Brabus has bored out the cylinders to total 6.3 liters and fitted larger turbochargers, a new exhaust system, intake module and much, much more. The result is an output increased to 887 bhp and 1,106 lb-ft of torque. Brabus has upgraded the limited slip differential to handle the extra muscle, helping it rocket to 62 in just 3.7 seconds, on to 124 in 9.1 and up to a top speed of 217 Autobahn-crunching miles per hour. The famed Benz tuner has also fitted a carbon-fiber aero kit to keep it from flying away (however unlikely considering the vehicle's approximately 5,000-lb curb weight), along with 21- or 22-inch wheels, a retuned air suspension that drops the ride height over half an inch closer to the road and – we can only hope since the release makes no such mention – upgraded brakes as well to keep it all in check. Brabus also offers a full range of interior enhancements as well, but don't expect any of this to come cheap. As it is, the S65 starts at $222,000, but a turn-key Brabus Rocket 900 goes for 347,719 euros – or about $390k at today's rates. Related Video: World premiere at the 2015 Geneva Motor Show BRABUS ROCKET 900 The new reference for high performance in the luxury class V12 with 662 kW / 900 hp, 1,500 Nm and a top speed in excess of 350 km/h BRABUS ROCKET 900 – that is the new reference for high performance in the luxury class, which celebrates its world premiere at the 2015 Geneva Motor Show. BRABUS (Brabus-Allee, D-46240 Bottrop, phone +49 / (0) 2041 / 777-0, fax +49 / (0) 2041 / 777 111, internet www.brabus.com) builds this super car based on the new Mercedes S 65.