2007 Aston Martin Db9 Volante 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

800-hp Aston Martin Vulcan will live long and prosper... on the track

The Aston Martin Vulcan might by one of the most beautiful creations to ever emerge from the British sports car company. Unfortunately, its status as a track-only toy limited to 24 units makes seeing one on the road practically impossible. That's a shame, too, because nothing would wake up an early morning commute better than seeing jets of flame shoot out of the side of this coupe. For the Vulcan, Aston Martin takes a 7.0-liter version of its tried and true V12 and promises to extract over 800 horsepower from it. The engine is hooked up to a six-speed sequential gearbox, and the car features all of the other necessities for a full-bore track car too. The pushrod suspension, anti-lock carbon-ceramic brakes and traction control are all fully adjustable to create the perfect balance for any circuit. Underneath, there's a carbon fiber monocoque, and the body panels are also made from the lightweight material. While the mechanicals are everything a driver could want on the track, the design is just as attractive. The styling takes the taut lines from Aston Martins of the last decade and sharpens everything to look futuristic. The pointed, orange filaments making up the taillights are an especially cool touch. The brand promises to reinterpret this look for future models, so we might still see inspiration of it on the road. Give it a thorough look in our live gallery above from the floor at the 2015 Geneva Motor Show. Related Video:

Movie Review: Spectre

I had only been sitting for two minutes in the screening of the twenty-fourth installment of the James Bond franchise, Spectre, before I met a fanatic. Sporting a James Bond 40th Anniversary Omega Seamaster ("number 007 of only 1007 made", he told me, beaming with pride), he boasted of his travels to the Furka Pass in Switzerland, to visit the location of the Goldfinger car chase, and of his Silver Birch Aston Martin DB5, the same car Sean Connery piloted around those treacherous roads just over fifty years ago. He bought it a while back for $125,000, and foolishly sold it a few years later for $160,000 (a mint 1965 DB5 will easily fetch over $1 million at auction today). The discussion of his Aston Martins continued, including his current Vantage and DB9, until the theatre started to fill up and the lights went down. This kind of automobile and movie culture is unique to Bond. 007 may have his signature drink, "shaken, not stirred," but just as famous are his cars, which, for a great number of films, are Aston Martins. This started fifty years ago, in the aforementioned Connery flick, Goldfinger, and the tradition has continued in Spectre, with a bespoke two-door coupe fittingly tagged the DB10. This latest Bond car is more concept than production. Built around the current V8 Vantage VH platform, the DB10's handsome styling is a look into the future for the British manufacturer. Perhaps outshining Bond's chariot are the cars of the villainous organization after which the movie is named, a highlight being the beautiful the Jaguar C-X75, driven by the eye-gouging villain, Hinx (Dave Bautista). The Jag is introduced when Bond infiltrates a Spectre meeting. His attendance doesn't go unnoticed, leading to a C-X75 vs DB10 race around Rome's midnight streets. Those who are going to see Spectre for the great car cinematography, prepare to be disappointed. The scene ends early on when – spoiler alert – 007 dumps the DB10 in the bottom of a river. Spectre is the longest of the 24-film canon, and due to an overstuffed second act, it feels like it. The first hour is fantastic, revealing enough of Bond's backstory to get the audience hooked, but somewhere in the second act we lose our way, torn between two predictable story lines.