2013 Aston Martin Db9 on 2040-cars

Auto blog

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 may be forced to stop selling DB9, Vantage in US [w/poll]

There are any number of factors that are making it increasingly difficult for a small-scale, independent automaker like Aston Martin to stay competitive in today's automotive marketplace, from purchasing power to R&D capacity. But the latest factor endangering Aston's viability on the marketplace seems to be coming down to tighter government safety standards. The National Highway Traffic Safety Administration is enacting new side-impact crash regulations that require vehicles to better withstand the impact from running into a pole or tree – narrow-gauge fixed objects you're likely to find lining public streets. The standard has been phased in over the last few years, but while an exemption to the gradual phase-in was granted to low-volume manufacturers, even those automakers will have to meet the cut-off next month. And convertibles (which were granted a further extension) will have to meet them by September 2015. Unfortunately for Aston Martin, two of its core models – the Vantage and DB9 – do not pass the test. That would mean that it would have to stop selling both those model lines (which just also happen to be its oldest), but a spokesman for the brand's US dealers is petitioning the government body to grant them an exception. According to James R. Walker, chairman of Aston's US dealer advisory panel and owner of the dealership in Washington, DC, losing the V8 Vantage coupe, V12 Vantage coupe and DB9 coupe next month would cost dealers about 25 percent of its gross profits, and losing the convertible versions of the same next year would cut another 40 percent of their profits. The combined 65 percent drop in sales (assuming, of course, that sales of the recently updated but more expensive Vanquish and Rapide wouldn't rise to make up for it) would mean that many of the 35 dealers across the US would have to close, putting the 230 people who work at the dealers (and another 300 related personnel) out of work. On that basis, Walker is asking the government to grant an exemption for the DB9 through August 2016 and for the Vantage through August 2017. By then, we're lead to assume, their replacement (or replacements) will have arrived, meeting the new crash standards. We've reached out to Aston Martin for comment on the issue and will update you as soon as we hear back. In the meantime, voice your opinion on the issue in our online poll below.

So we think the Aston Martin DB11 Volante is coming in Spring 2018

Most automakers go out of their way to disguise new cars. There's camouflage and body cladding and if a spy photographer does get close enough to get a snap, engineers usually greet them with certain hand gestures. Aston Martin is not most automakers – instead of hiding the new DB11 Volante, it headed to the Arctic Circle in an undisguised car with a "DB11 – Opening Spring 2018" sign on each door. Subtle, guys. The new images of the droptop DB11 should assuage the emotions of critics of the hardtop model's odd roofline. The addition of a fabric softtop improves the car's look immeasurably, giving it a much more conventional profile. Where the sloping, floating roof on the DB11 coupe fights for visual attention with the rear haunches, the convertible top is innocuous, blending in favorably with the strong line over the rear wheels. We can't wait to see this car with its roof down, because it will look stunning. But as is the case with most convertibles, the roofline is the only place where changes happen. Below the beltline, the Volante shares its fascia and, rather unfortunately its weird side vent, with the hardtop model. And of course, the droptop is also sharing its engine with the coupe. We expect the same 5.2-liter, twin-turbocharged V12 and eight-speed automatic when the DB11 Volante debuts. Normally, this is the point in a spy photo story where we'd speculate about when and where a new car will debut. But since Aston Martin helpfully scrawled part of that info on the side of the car, it's not really necessary. The Aston Martin DB11 Volante will debut in spring of 2018, a period that lines up neatly with the Geneva Motor Show. Related Video: