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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 launches Evolution Academy driver training program

No longer content with simply recruiting new talent when they're ready, young driver training programs are becoming increasingly vital to a racing team's success and continuity. But while most of those programs are run by Formula One teams like Red Bull and Ferrari, this time it's Aston Martin that's set up a network of its own. The British automaker, as any endurance racing fan will tell you, has a robust motorsports program, including works entries in the FIA World Endurance Championship, at the 24 Hours of Le Mans and the Nurburgring 24 Hours, to say nothing of the privateer teams it supports in other series around the world. And to feed it with new talent, it has launched the Evolution Academy. Designed for up-and-coming drivers between the ages of 17 and 25, the Aston Martin Evolution Academy will be limited to ten participants each season. Each trainee will be assigned a veteran professional racing driver from the Aston Martin Racing roster, get seat-time in Aston's simulator, and will be coached in everything from fitness and nutrition to marketing and sponsor recruitment. At the end of the program, the top of the class will be offered a contract to race full-time with the company, which would be a pretty plum assignment for any sports racing driver. The announcement was made at the Autosport International show in Birmingham, where Aston is showcasing its various Vantage-based racers. ASTON MARTIN RACING LAUNCHES LANDMARK EVOLUTION ACADEMY 7 January 2015, Gaydon: Aston Martin Racing is launching a young driver programme, the Evolution Academy, which offers a coveted 2016 Aston Martin Racing works driver contract to the most successful participant of the season. The academy, being launched at the Autosport International Show, is open to applications from drivers aged 17-25 competing in an Aston Martin racing car this season. It has been devised by the Banbury-based team to help support and develop young talent, as well as creating a breeding ground for Aston Martin Racing works drivers of the future. Successful applicants, limited to a maximum of ten, will be assigned a professional mentor from Aston Martin Racing's team of top GT drivers. In addition, they will be given fitness and nutrition assessments and advice; PR, marketing and sponsorship support; training sessions in an Aston Martin Base Performance Simulator; and Evolution Academy-branded apparel including a race suit and team kit.

The Aston Martin Rapide leads this month's list of discounts

Aston Martin was an early entrant into the coupe-shaped sedan battlefield with its rakish Rapide. It was first shown in concept form in 2006 at the Detroit Auto Show before finally going into production in 2010. Ten years have passed since then, and this could well be your last chance to drive a new Rapide off your neighborhood Aston Martin dealership's lot as the four-door is replaced by the DBX crossover. If you've got your eye on a new Rapide — and congratulations if so — you'll be pleased to know that you can snag a 2019 model for the low price of just $217,484. Sure, that's still a lot of money, but it's $24,341 off the car's average $241,825 sticker price. That's the largest monetary savings of August, 2020, and it represents a discount of a little over 10%. And even if the Rapide is getting a little long in the tooth, it's still a strikingly beautiful machine, particularly in its most recent AMR guise. Looking for something different but still extremely rapid? The 2019 Acura NSX is selling for an average transaction price of $142,141. That's an 11% savings off its sticker of $159,703. Or you could opt for a Maserati Quattroporte if you'd like the convenience of a luxury sedan but not the price of the Aston Martin – the four-door Trident-badged machine's average transaction price this month of $107,372 is a 12.4% discount. And if none of that is up your alley, you could go full baller with a Rolls-Royce Cullinan SUV for $320,085. That's a savings of $12,665 off the car's average retail price of $332,750. Just think of how much Grey Poupon you could afford with all that leftover cash. For a look at the best new car deals in America based on the percentage discount off their suggested asking prices, check out our monthly recap here. And when you're ready to buy, click here for the Autoblog Smart Buy program, which brings you a hassle-free buying experience with over 9,000 Certified Dealers nationwide. Related Video: Featured Gallery Aston Martin Rapide AMR View 10 Photos Acura Aston Martin Maserati Rolls-Royce Car Buying Convertible Coupe SUV Luxury Performance Sedan consumer best deals