2020 Aston Martin Dbs Superleggera 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

Mercedes increases stake in Aston Martin

As part of an increasingly close partnership, Mercedes-Benz parent company Daimler is reportedly preparing to increase its stake in Aston Martin by another one percent, bringing the German automaker's shares in the British company up to five percent.
The rapprochement between the two has been in the works for years now, and is finally beginning to take form. Mercedes-AMG is in the midst of developing a new engine with and for Aston Martin in an apparently similar arrangement to that which it has with Pagani. But that's not the extent of it.
Daimler will also furnish Aston Martin with electrical systems and other components, said to lead up to the eventual sharing of platforms: one to underpin future GTs and another to serve as the basis for a long-mooted Aston Martin crossover, now said to be back on the table and slated to launch in 2017. The prospect of using the partnership to reinvigorate both the Lagonda and Maybach luxury brands, however, has since been taken off the table, with both parties continuing those projects independently.

Aston Martin considers building DBX in Macedonia

To build the new DBX crossover, Aston Martin is preparing to expand production outside of its home in Warwickshire. It just hasn't decided where the new plant will be. But while it has narrowed its search to just a few locations, one site that was previously discounted is now reportedly back in the running: Macedonia. The former Yugoslavian republic to the north of Greece has been soliciting car companies for manufacturing projects for years. And though it doesn't currently have any final assembly plants, it does have numerous component suppliers located within its borders. According to Automotive News, the Balkan country boasts relatively low wages and an educated workforce – a hard mix to come by. Perhaps best known as the birthplace of Alexander the Great, Macedonia was initially short-listed among 18 other locations as a potential site for the new Aston plant. The British automaker initially ruled it out as it whittled its list down, but Reuters reports that the country has since come back with a more attractive proposal with greater incentives from the government, putting it back in the running. Other locations under consideration include two locations in the UK, one in the Middle East, and one here in America. The Alabama site would be conveniently located near the plant in Tuscaloosa where Mercedes builds many of its crossovers, which could be a huge advantage – especially if the DBX borrows some of its underpinnings from Daimler. The last Aston Martin built off-site was the Rapide, which was previously manufactured by Magna Steyr in Austria until 2012 when Aston moved production in-house to Gaydon. The Cygnet was also manufactured by Toyota in Japan alongside the Scion iQ on which it was closely based, but the finishing touches were put on by Aston in Gaydon until the model was discontinued. Other European automakers also operate plants in the region. The Volkswagen Group and Peugeot SA manufacture in Slovakia. Renault and Smart build their city cars in Slovenia. Mercedes and Audi run assembly plants in Hungary. And Fiat builds in Serbia and in nearby northeastern Turkey, where Hyundai, Honda, Toyota, and Renault also have plants. News Source: ReutersImage Credit: Aston Martin Plants/Manufacturing Aston Martin Crossover Luxury Performance aston martin dbx macedonia