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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

Latest Spectre trailer loaded with cars, action

We've already received our first glimpse of the latest James Bond film, Spectre. But while that 90-second trailer was a bit light on vehicular mayhem, the trailer that aired during last night's NBA Finals game certainly wasn't. The 60-second spot started similarly to the first official Spectre trailer, but it quickly descended into something with a lot more action. Bond's one-off Aston Martin DB10 makes an appearance, as it did in the first trailer, but this time, we get a look at its duel with the Jaguar C-X75 of the film's villain. There are flames. Many flames. Check out the full trailer up top, and keep an eye open come November, when Spectre hits theaters.

Aston Martin to demo Vulcan at Spa 24 Hours

The Aston Martin Vulcan is an absolutely evil-looking hypercar with a low-slung, heavily angular shape that looks ready to challenge any track in the world. With a 7.0-liter V12 with over 800 horsepower on tap, it can complete a lap in the blink of an eye, as well. Unfortunately, the Vulcan isn't street legal, meaning that this beast is exclusively for the circuit. To show this carbon-fiber rocket ship off to some very wealthy potential clients, Aston Martin is bringing the limited model to the 24 Hours of Spa on July 25 for a few high-speed laps prior to the green flag. Works driver Darren Turner will be doing two flying laps around the picturesque Belgian track. As a member of the development team from the very beginning, there's likely no other person better suited to driving the hypercar than him. It should be quite a sight to see the black and blue machine shooting up Eau Rouge, too. Aston Martin Racing is also on hand for the actual race, and the squad has two customer teams in V12 Vantage GT3s in the Pro-Am class. If you can't make it to Belgium for the weekend, the event is also livestreamed on YouTube at the Blancpain Endurance Series' GT World channel. The event kicks off at 10:30 AM Eastern on July 25. ASTON MARTIN VULCAN TO RUN AT SPA 24 HOURS 23 July, Gaydon - The highly-anticipated Aston Martin Vulcan will attend the showpiece of the Blancpain Endurance Series, the TOTAL 24 Hours of Spa, this weekend (25 July) and will demonstrate its abilities as the ultimate track-only machine as it completes two flying laps of the world-famous circuit. With its 800-plus bhp powertrain developed in conjunction with Aston Martin Racing, the 7.0-litre V12 Aston Martin Vulcan will be driven by works driver Darren Turner (GB), who has been involved in the design and development of the car from its inception. Turner has more than 20 years experience in developing racing cars and relished the opportunity to put this track-knowledge into Aston Martin's most extreme sportscar. "It's been amazing to have been involved in this project from the beginning," said Turner. "From the conceptual sketches through to working with the designers on driver ergonomics, it is a fascinating process to be part of. "It was very early days for the car when we first ran it at Goodwood Festival of Speed, but we certainly made a good impression and now we get to show the car in its most natural environment.