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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.

2018 Aston Martin DB11 V8 First Drive | Longing for 4 more cylinders

Undeterred by implications of penance or irony, the Germans have emerged as stewards of the high-end British automotive industry. At the end of the 20th century, venerable brands such as Rolls-Royce and Bentley were producing stately, outmoded and haphazardly assembled vehicles in quantities more befitting a Paraguayan shipyard than a car company. Since their acquisition by BMW and Volkswagen, respectively, those storied marques have seen investment and product diversification that have transformed their offerings, their sales figures and their bottom lines. You may long for the anachronistic glory of a Silver Spur, but the new Phantom VIII makes it look like the condemned manor home of your black-sheep relations who subsist on cat food and family castoffs. Aston Martin is the latest manufacturer to reap the benefits of Teutonic largesse. Though Aston remains independent, with its major investor being an Italian private equity firm, Daimler, the parent company of Mercedes-Benz, also owns about a 5 percent stake. While we witnessed the first tasty fruit of this union when the DB11 launched last year, it was mainly deep in the underpinnings, the Benzes having granted Aston the right to implement their electronic architecture. This resulted in surprisingly (for Aston) functional and legible dash, ventilation, safety and infotainment controls. Now, with the release of the DB11 V8, we are meeting the true Aston/Benz offspring. And we like this kid, though he may not win the title of favorite nephew. The heart of this baby is Mercedes-AMG's 4.0-liter, twin-turbocharged V8, which, in this application, produces 503 hp and 513 lb-ft of torque. This is fiesty enough to rocket this DB to 62 mph in 4.0 seconds, barely discernible from the 3.9 seconds in which it's dispatched by the 600-hp V12. Continuing with the markdowns, the V8 deducts a $17,500 premium from the V12's list for a sub-$200,000 starting price. It also trims about 250 pounds from the DB's overall mass, which brings its fighting weight into the sub-two-ton category. Also changed are a few cosmetic features.

Aston Martin boss says DBX is about securing the future

The Aston Martin DBX was a revelation when it debuted at the 2015 Geneva Motor Show. Not only did the concept evolve the British brand's traditional shape into a high-riding crossover coupe, there were electric motors to power each wheel. Just a few weeks ago, we learned that the company secured $306 million in funding to actually bring the DBX to production. Now, CEO Andy Palmer is talking about just how important the model is for the future. With the DBX moving into such a radically different segment than the rest of the lineup, the model gives Aston Martin the opportunity to go after a new group of customers. "You can't create enough working capital with just 7,000 cars a year whichever way you look at it. You've got to extend the portfolio somewhere, and I'd rather do this than sell caps and t-shirts," Palmer said to Auto Express, taking a slight dig at Ferrari. While Aston calls the DBX a crossover, its coupe-like lines don't look like any other vehicle in the segment, especially other high-style CUV attempts like the BMW X6 and Mercedes-Benz GLE-Class Coupe. Apparently, that differentiation is entirely on purpose. "We think there is a different space to the traditional SUV. Why? Because we make beautiful cars, and it's hard to make a beautiful SUV. It's hard to make a box beautiful," Palmer said to Auto Express. The production DBX will gain two more doors for the start of production in 2019, according to Auto Express. The high-performance electric powertrain will remain, though, and Aston will aim for a range of over 300 miles. Earlier reports also suggested that the CUV could be produced at a new factory in the US. Aston Martin isn't abandoning its performance legacy entirely, though. The DBX is just one part of Palmer's Second Century plan, and the other major pillar is replacing every model in the brand's lineup by the end of the decade. One of them has already been spotted testing. Related Video: The video meant to be presented here is no longer available. Sorry for the inconvenience.