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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.

Looking for a deal? Check out your nearest Acura dealer

For the fourth time in the last year, an Aston Martin out-discounts all other automakers by offering the largest monetary savings off the retail price of an automobile in America. This time, though, the discount isn't on the aging (though still beautiful) Rapide sedan or range-topping DBS Superleggera, it's for the DB11 sports car. For those keeping track, the DB11 also led this discount list back in May of 2020. This time, though, the price is even lower than before. Right now, buyers of the Aston Martin DB11 are seeing discounts of $24,330. That's a 12.1% cut off the car's average retail price of $201,820 and it means buyers are paying an average transaction price of $177,490. Still expensive, but really not bad for a drop-dead gorgeous machine with as much as 630 horsepower. Next in line is a familiar face, the Acura NSX. As impressive as the Japanese hybrid supercar may be, Acura has been running big rebates on the NSX for as long as we've been running these lists. This month, the NSX buyers are seeing discounts of nearly 14% for an average transaction price of $138,648. The third biggest discount this month shows up on the most expensive vehicle on the list. The Rolls-Royce Phantom carries an average sticker price of $537,500. But buyers are getting about 4% off that for an average transaction price of $516,333. It may not be a massive discount when measured by percentage, but when the asking price is so high, even a small discount equals big bucks. Related Video:

Aston teases a topless DB11 before official Spring launch

Aston Martin has a lot riding on the new DB11. Aston Martin's CEO Andy Palmer called the vehicle the most important car the automaker launched in recent history, and on our first drive we said the new coupe is a great first step into the automaker's second century. So it shouldn't come as a surprise to hear that the automaker is working on a Volante variant of the DB11. The automaker teased the upcoming 2018 Aston Martin DB11 Volante with three images on its Facebook page. The lightly-disguised DB11 Volante reveals the upcoming roadster will feature a folding soft-top roof, with the writing on the door indicating that the vehicle will come out in the Spring of 2018. The three images only show the upcoming Volante's rear end, which is just as good looking as the coupe's. The front end should also mimic the regular DB11's, but the fact that Aston Martin didn't release any images of the Volante's front fascia has us thinking that it could be slightly different than the coupe's. Power for the DB11 Volante is expected to come from the automaker's all-new 5.2-liter twin-turbo V12 that generates 600 horsepower and 516 pound-feet of torque. While the coupe is able to hit a top speed of 200 mph and can get to 62 mph in 3.9 seconds, the Volante will be a little slower to 62 mph and will have a lower top speed, as well. Having a roofless DB11 will also cost more than the coupe's base price of roughly $212,000. With the DB11 Volante set to be revealed in the early months of 2018, we expect to see a lot more of the roadster in the upcoming months. Related Video: