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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 to turn an air force base into a factory to build DBX crossover

To build its upcoming DBX luxury SUV, Aston Martin needs a new factory. A year ago, the British manufacturer announced having chosen the site of St. Athan in South Wales, and the former Royal Air Force base has now been officially handed over to Aston Martin. It's a part of a growth plan outlined by the carmaker, and the site was chosen from 20 potential ones all over the world, to accompany the existing manufacturing facility in Gaydon, Warwickshire. The two factories will create 1,000 new jobs by 2020, and Aston Martin will boost employment in Wales with a further 3,000 jobs across its supply chain and local businesses related to car manufacturing. The three hangars of the location will be converted into a car factory by 2019. The former military site was formally handed over from the British Ministry of Defence to Aston Martin by Secretary of State Sir Michael Fallon at a ceremony today, including Aston Martin President and CEO Dr. Andy Palmer, and Secretary of State for Wales, Alun Cairns and Welsh First Minister, Carwyn Jones. It's been a special day in Wales as conversion of #AstonMartinStAthan starts ahead of DBX production in 2019: https://t.co/9e6nqQiob4 pic.twitter.com/K6v3D3TPJd — Aston Martin (@astonmartin) April 6, 2017 "Due to its sheer size and scale, the St Athan Super Hangars represented an excellent opportunity for us to build our second manufacturing facility, within the envelope of an existing structure. It is perhaps fitting that St Athan is, like our headquarters and sports car factory at Gaydon, a former Royal Air Force base", says Andy Palmer. Related Video:

Aston Martin-Red Bull 001 details: 175 units, $3M, 0-200-0 in 15 seconds

The Aston Martin AM-RB 001 is starting to sound like it will be the most extreme hypercar ever made. We're basing that on a series of new comments made by Red Bull Racing's resident aerodynamic genius and chief technical officer, Adrian Newey, in an interview with The Wall Street Journal's Dan Neil. Newey shared many interesting nuggets, so we'll try to provide a simple summary of how frighteningly potent the AM-RB 001 is. The new hypercar should hit 200 miles per hour in around 10 seconds, while a massive set of brakes will cut that speed to zero in half the time – in other words, zero to 200 to zero in just 15 seconds. That kind of stopping power sounds physically painful. Certain versions of the 001 will make up to 4,400 pounds of downforce, and if that's not enough to keep the car pasted to the pavement through 4G bends, Newey hinted that the active suspension will rely on the ground effect more than any other car. "I studied aero at the University of Southampton," Newey told Neil. "My final-year project in 1979 and '80 was on ground-effects aerodynamics applied to road cars and sports cars." Beyond the performance stats, Newey verified some of the broader questions about the 001's availability. For one, Aston Martin and Red Bull will build 175 examples of the potentially record-breaking hypercar, with 150 designated for road use and another 25 limited to the track – they're the ones that will enjoy the 4,400 pounds of downforce and full-on 4G cornering ability – so the chances you'll ever encounter a 001 in the wild are almost nil. And buying one? Plan on spending at least $3 million. Newey, along with Aston Martin Chief Designer Marek Reichman and Project Engineer David King, reveal more about the 001 in the piece, including some of the philosophical and design principles behind a $3M hypercar. It's very much worth a read, if you can get around the WSJ's pay wall. Related Video: