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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 Rapide puts the future on display at CES

Aston Martin looks to be on the verge of a technological revolution. That includes a new platform, powertrain, design language... the works. And at CES, it's showing how its next generation of vehicles will incorporate new infotainment technologies, as well. Stemming from a partnership recently signed with Chinese company Letv (which we're not sure how to pronounce either), this Aston Martin Rapide S is decked out with bright tech. It has a 13.3-inch high-def touchscreen display in the center console, a 12.2-inch display in the instrument cluster, new speed-recognition technology, and remote services. All the features come from Letv's Internet of the Vehicle program. Few of these features are ground-breaking, but everything being relative, it's a big step for Aston Martin. After all, the British automaker makes almost all of its models based on a platform that dates back fifteen years, a V12 engine that's even older, and no transmission with more than a single clutch. But that's all about to change with a new generation on the horizon, and this demonstrator hints at just one way in which we'll soon see that transformation take shape. Related Video: LETV AND ASTON MARTIN REVEAL THE AUTOLINK RAPIDE S AT CES 6 January 2016, Las Vegas USA: Leading global technology company Letv and luxury sports car brand Aston Martin today revealed at the Consumer Electronics Show the first results of their collaboration – an Aston Martin Rapide S incorporating the latest Letv Internet of the Vehicle (IOV) system. Aston Martin and Letv signed a memorandum of understanding (MOU) on December 3rd 2015 to confirm research projects that include the development of connected electric vehicles through to manufacturing consultation on future electric vehicles. The ideation and engineering of the Aston Martin Rapide S project has been led by the Letv IOV team and has focused on a new concept for the centre console and instrument panel. The center console is now a 13.3 inch HD touch screen and the instrument panel is now a 12.2 inch screen incorporating electronic instrumentation and gauges. The original human-machine interaction (HMI) has also been updated by integrating Letvs latest speech recognition technology. Letv first showed its Autolink system in November 2015, the first time the technology company had released a product specifically developed for automotive applications.

Aston Martin sues Henrik Fisker over Thunderbolt design

Imitation is supposedly the sincerest form of flattery, but Aston Martin isn't blushing after taking a look at the Fisker Thunderbolt. The british luxury brand has filed a lawsuit against the designer for allegedly copying the company's designs without permission in a US District Court in California. Fisker unveiled the Thunderbolt at the at the 2015 Amelia Island Concours d'Elegance as his own take on the Vanquish. The former Aston Martin stylist's changes included reshaping the grille, adding a power dome to the hood and incorporating wraparound rear glass. The version on display was a concept for the design, but the plan was to sell a slightly modified production version through Galpin Aston Martin. This lawsuit puts assembly in doubt. "This lawsuit centres on Henrik Fisker's creation and promotion of automobiles that Aston Martin contends infringes Aston Martin's rights, by an improper and unauthorised attempt to exploit and free-ride off them," said a portion of a prepared statement from the company emailed to Autoblog (embedded in full below). According to Bloomberg, the automaker claims in the suit that portions of the design, including "the famous Aston Martin mark, wings logo, side vent mark, and Vanquish mark" are being coping in Fisker's design. The business also calls the plan to change the design for the production version a "bait-and-switch." Fisker helped to shape the look of the Aston Martin DB9 and V8 Vantage during his time as a designer at the brand. "Today Aston Martin filed a lawsuit in the state of California to protect its valuable trade marks, designs and intellectual property rights. This lawsuit centres on Henrik Fisker's creation and promotion of automobiles that Aston Martin contends infringes Aston Martin's rights, by an improper and unauthorised attempt to exploit and free-ride off them. Aston Martin regards such conduct as wholly unacceptable and reserves all rights available at law to challenge it."