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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 One-77 designer gives back to teacher who changed his life

It's a pretty fair bet that we've all had "that" teacher. The educator that stood out above all the others while we were in school and not only taught us, but made us into a better person – our very own Mr. Feeny, Mr. Belding, Mr. Holland or even Mr. Miyagi. The Windsor Star has the story of one such teacher and her troubled student that went on to help design some of the most desirable cars in the auto industry. Karlene Berry spent 30 years as a teacher, and among her many, many students is Michael Lehti, the product of a broken home and self-described has having "never been the greatest academic." What Lehti could do, though, was design cars. With the help of Berry's class, he overcame his early obstacles and went on to work with the design team on the Aston Martin One-77 (pictured above) and the RUF CTR3, among other vehicles. With Lehti and Benson's old school closing, the pupil reached out to his teacher 32 years after graduation to say "thanks" and pay tribute for her impact on his life. Head on over to The Windsor Star, and check out this inspiring story. Featured Gallery Aston Martin One-77 News Source: The Windsor StarTip: Mike Read This Aston Martin aston martin one-77

Weekly Recap For 7.8.16 | Autoblog Minute

Senior Editor Greg Migliore recaps the week in automotive news, including a look at the new V12 hypercar coming from Aston Martin and Red Bull Racing. Aston Martin Jeep Autoblog Minute Videos Original Video autos Red Bull Racing hypercar am-rb 001