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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 DB11 gets back to work at the Nurburgring

The Aston Martin DB9 has been around for over a decade now. Classic though its styling may be, that means it's ripe for replacement. Fortunately that's just what Aston Martin is working on, as you can see from these latest spy shots. Snapped undergoing development at the notoriously grueling Nurburgring, this prototype appears to have ditched the camouflage worn by the last one we saw in favor of the black body cladding from our earlier shots. That makes it tough to tell anything about its final design, but if precedent proves anything, it ought to be pretty striking once the production bodywork is put in place. The new DB11 (or whatever it's ultimately called) is being built on a new platform that's set to replace Aston's long-serving VH architecture that has adapted over the years but essentially dates back to the V12 Vanquish that debuted way back in 2011. Aston is expected to keep using its even longer-serving 6.0-liter V12 engine on certain models, but the new DB11 is more likely to get the new twin-turbo V8 being built for it by Mercedes-AMG.

Aston Martin DB9 successor spied, may be called DB11

This is by far our best look yet at the car that will replace the long-serving Aston Martin DB9. Previous photos of the grand tourer have consisted of mules based on the current car, but here we get our first taste of a model wearing its production skin. Despite the heavy camouflage, the DB9 successor looks to borrow its styling from the Aston Martin DB10, which will feature in the latest James Bond film. Considering this, it's not surprising that our spies report the new GT will wear the DB11 moniker. While the headlights look somewhat like the current Vantage, it's a fair bet that they'll bear more of a resemblance to the DB10 when the production model arrives. The grille sits lower than on current models, although, unlike 007's Aston, it does have an independent lower grille. It's hard to discern much from the rear of the car, though, owing to the fake taillights and heavy camouflaging on the rear hatch. That, thankfully, isn't an issue in the car's profile. Despite the heavy camo, we can see a suitably large set of haunches and the brand's trademark side grille. Expect Aston to continue using swan wing doors, judging by the shape of the units spied on this prototype, while we predict a larger greenhouse than seen here, owing to the camo over the quarter window. The partnership between Aston Martin and Mercedes-AMG will bear production fruit with the so-called DB11, as our spies report the new Brit will be available with the same 4.0-liter, twin-turbocharged V8 being offered in the AMG GT. Don't fret purists – Aston's 6.0-liter V12 will also be on offer. We're fairly convinced Britain will sink into the ocean before Gaydon abandons the venerable 12-cylinder. Have a look at the latest round of spy photos and let us know what you think of Aston Martin's work so far. Related Video: