2009 Aston Martin Db9 Volante Convertible 2-door 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

Aston Martin says Alabama is 'obvious choice' for US plant

Aston Martin is gearing up to be the next foreign automaker to build an assembly plant in the United States – and it looks like it'll be in Alabama. Speaking with Automotive News Europe, company CEO Andy Palmer said that he and his team will make a decision on the prospect of building its second factory, and that the Yellowhammer State was the "obvious choice" for its location. The possibility first came up on our radar last month, after Aston reportedly held discussions with representatives of state governments in the South. The plant would be earmarked to handle production of the DBX. Slated to be the company's first crossover, it was previewed in concept form at the Geneva show in March. "Our principal customers will be in the United States and China," Palmer said to ANE. However, the US would apparently be preferable to building a plant in China, from which it would be more difficult to export vehicles to other markets and where Aston would need to form a joint venture with a local manufacturer. The prospect of building its plant in the same state where Mercedes builds its SUVs would offer certain advantages as well: Aston has inked a deal with the German automaker to supply some systems and components. The British automaker has also long-been rumored to be considering building a crossover based on the same platform as the GL-Class (soon to be redubbed GLS), although that may or may not take the form of the DBX. Aston Martin is working toward ramping up production from the 4,000 units it sold last year to as many as 15,000. "If we went to three shifts" at the current plant in Gaydon, said Palmer, "we would be at 15,000 a year, so theoretically we could do it but you'd have no room for stoppage for maintenance. Related Video:

Aston Martin DB11: Everything we know right now

With six and a half decades of heritage, the Aston Martin DB is one of the most storied nameplates in the savory sports car stratosphere. And we're (probably) just weeks away from seeing the next major chapter: the DB11. A few exclusive spy shots reveal new details, and we've gathered some crucial intelligence to help us get a better idea of what we can expect from the new DB11 when it launches later this year. Much like how the previous DB9 ushered in a new generation of cars from Aston's Gaydon, UK, headquarters, the British carmaker says the DB11 will kick off its "Second Century Plan." An insider told us that Aston is in the final tuning stages, and as such, the engineering prototype pictured here is likely the closest thing we've seen to a final production-spec car. While early mules had moldings and panels, we now have a good sense of the DB11's proportions, and can clearly see the rear-wheel-drive coupe's character lines. We can also see an aero-lip intake under the grille that appears to be significantly wider than on the DB9. Beyond being aesthetically pleasing, this is a necessary addition for better cooling. Our sources tell us power is expected to be above that of the naturally aspirated V12 Vantage's 565 hp and 458 lb-ft of torque. Gaydon's partnership with Daimler will soon yield the new Mercedes-AMG 4.0-liter twin-turbo V8 engine for use in Aston Martin cars, but the Brits surprised us recently by showing a teaser of a 5.2-liter twin-turbo V12. The timing is curious, and makes us suspect that the DB11 will continue the 12-cylinder tradition, despite the pressure to be increasingly fuel efficient. Our sources tell us power is expected to be above that of the naturally aspirated V12 Vantage's 565 horsepower and 458 pound-feet of torque. While the current DB9 boasts a six-speed automatic gearbox, we understand the V12 will be mated to a new transmission with more speeds. It's possible the DB11 could get the ZF-sourced eight-speed automatic that Aston recently added to the Vantage and Rapide range. The DB11 will ride on an all-new chassis, and in continuing the industry trend, the new car should be lighter, tipping the scales below the current DB9's 4,000-pound mark, despite some new equipment. The Daimler partnership should improve a major area where Aston has historically lacked: in-car technology and infotainment.