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Aston Martin opens new factory to build key first SUV

ST ATHAN, Wales — Aston Martin opened a new factory in Wales on Friday to build the British automaker's first sport utility vehicle, key to its hopes of a turnaround after a poor performance this year sent shares tumbling. Aston launched its DBX model last month, hoping that more female buyers will help boost sales after a year in which it has so far posted a pre-tax loss due to weaker-than-expected demand for its sports cars, particularly in Europe. "The opening ... is a hugely important milestone in the companyÂ’s growth plan and integral to our ambitions as a global luxury brand with a presence in all major sectors of the market," said Chief Executive Andy Palmer. The St Athan site near Cardiff in south Wales is the 106-year-old firm's second car plant after its existing site in Gaydon, central England. Aston has seen its share price fall by around 75% since a stock market flotation in October 2018 as the global automotive industry faces the challenge of falling demand in several important markets and the need to spend more electrification. On Thursday, Autocar magazine reported that Canadian billionaire Lawrence Stroll, owner of Formula One team Racing Point, is preparing a bid for a major stake in Aston Martin, prompting its shares to rally. Aston declined to comment on the report.   Featured Gallery 2021 Aston Martin DBX: L.A. 2019 View 40 Photos Plants/Manufacturing Aston Martin SUV

Aston Martin eyes US market for growth

Aston Martin chief executive Andy Palmer is sitting in a rustic Tuscan villa on a sweltering summer night, but his mind is thousands of miles away. He's ruminating on the United States, a lucrative market that could secure Aston's future as an automaker that has proved elusive for decades. The reason? Aston has an identity crisis. Sure, Americans know what Aston Martin is. Mostly. Palmer compares it to the British game of cricket. Many Americans have heard of it. They might even have a vague notion of what it is, but that's about as far as things go. It's the same with Aston. Candidly, Palmer places the blame squarely on his company, admitting Aston executives have been complacent about America. "We've got some work to do in the United States. I think we have assumed that you guys get it because you speak our language," he told a group of mostly US journalists at the launch of the 2017 DB11. That ends now, Palmer said, and Aston's plan to fix the problem will come into sharper focus with the launch of the DBX crossover for 2019. The utility vehicle was designed for an American buyer because the US market is SUV heavy. The target consumer? Someone named Charlotte, a 42-year-old from Southern California. Palmer describes her as someone who wants an elevated ride height and functionality. "She's looking for that safe, secure feeling," Palmer said. The company is adding 750 people and building a factory in Wales to produce the DBX. The site will be able to make 7,000 units annually, which dovetails with Aston's goal of making 7,000 sports cars per year. It's an ambitious plan for a company that made 3,615 cars in 2015 and posted an operating loss. This potential growth is still a few years off, meaning the brand's new DB11 must be a success. Early signs are trending well, and Aston had taken 2,000 orders by the end of June. After that, the company will redesign the Vanquish and Vantage and add the usual open-top variants. Aston's investors have already funded the sports cars and the DBX, and product development spending rose 40 percent in 2015. Aston's ownership group includes a Kuwaiti consortium, Italian backers, and a minority stake held by Daimler, which provides technology like infotainment and V8 engines. In total, Aston plans seven new vehicles in six years.

TAG Heuer and Aston Martin drop special edition DBS Superleggera

Look the race-spec Aston Martin Vantage GT3 dead in the eyes, and there's a good chance that, at least for a subconscious second, the brain is going to redirect to watches. Watches and high-end cars are a long-standing natural fit. Craftsmanship, quality, precision, attention to detail, etc., make for an easy pairing, and prolific watch advertising in motorsport helps cement the connection. The most often result of such teams is a special-edition watch, but TAG Heuer and Aston Martin wanted to do more on the heels of their partnership announced in fall 2018. The deal is not solely for the track, however, as the two have announced the limited-run Aston Martin DBS Superleggera TAG Heuer Edition, which will come with a unique watch. The details are limited, but Aston Martin did drop a few photos of what the car will look like. As all examples are a fixed specification, every car will feature a Monaco Black paint job with carbon fiber aero pieces. Red accents, such as Pirelli color edition tires that match red brake calipers add a bit of flare. The guts match the skin, as red stitching, red piping, and red bits are seen throughout the black cabin. Triangular quilting is seen on the seats, the center armrest, and the door panels, and TAG Heuer logos embroidered into the seatbacks. Aston Martin did not release cost for the special-edition ride, but it will surely be pricey. Only 50 examples will be built. We also haven't seen what the watch itself will look like, but we've asked Aston Martin about it and will update this post when we hear more about it.