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Aston Martin waxes poetic about the good life with The Art of Vanquish

Aston Martin markets itself as offering the classy alternative to hardcore sports cars. Its vehicles are certainly capable, but they are also sold as offering an extra dose of luxury to go along with their power. The company is leaning hard into that image in a new short film called The Art of Vanquish. Over the grumble of the coupe's V12, the announcer reads a poem about the metaphor of life's journey, and it positions the Vanquish as a symbol of progress. The film is interspersed with shots of luxury goods like thickly upholstered leather chairs and products from sound system maker Bang & Olufsen, men's clothier Hackett London and Swiss watchmaker Jaeger Le Coultre. The production team True Motion Pictures created the short and has also done projects for Audi and Sony, among other companies. Of course, the idea that Aston Martins and other luxury goods are a symbol of life's adventure is a little contrived. It's still just a car after all – albeit an absolutely gorgeous one. Still, the film is an opportunity for a closer look at the Vanquish, and its wonderful growl is featured throughout. Scroll down to watch the video and be swathed in its poetic concept of luxury. Aston Martin, 'The Art of Vanquish' from True motion pictures on Vimeo.

Carfection gets an inside look at Aston's 800-hp Vulcan

Most of us will never get close to a beast like the Aston Martin Vulcan. After all, the British automaker will only build 24 of them, and each is priced at over $2 million. Fortunately our friends at Carfection (previously known as Xcar) have done it for us with this latest video. The Vulcan, for those unfamiliar, is Aston Martin's take on the same formula that brought us the likes of the McLaren P1 GTR and Ferrari FXX K (not to mention the 599XX and FXX that came before). Only by "us," we mean billionaire playboys with the funds and the will to play racing driver in track toys designed purely for their amusement. And where the McLaren and Ferrari are both mid-engined hybrids derived from road-going supercars – the former with a pair of turbochargers – the Vulcan is purpose-built for the task and packs an oversized, naturally aspirated 7.0-liter V12 mounted up front said to be good for 800 horsepower. It's more extreme than anything else Aston Martin has ever made for the street or racing. Check it out for yourself in the two-minute clip above to see how it's put together by the company's most skilled craftsmen. And don't forget to turn up the speakers. Related Video: News Source: Carfection via YouTube Aston Martin Coupe Supercars Videos viral video aston martin vulcan carfection

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