2008 - Aston Martin Vantage 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

2015 Aston Martin Vanquish [UPDATE]

There's something really special about an Aston Martin Vanquish. It's not my favorite model in the British automaker's range – I'm more of a Vantage guy, if I'm being choosy. But every time I drive one, I feel like I'm piloting something fit for royalty, $300,000 price tag and all. It's stunning to look at, even in the rather drab shade of gray pictured here. It makes an absolutely killer noise, the free-breathing V12 firing from beneath the hood and out the back with a truly intoxicating sound. And from behind the wheel, it feels like a truly proper grand tourer. Well, almost. The one major hiccup with the Vanquish I drove last year was its six-speed automatic transmission. In a word, it was awful. Really jarring shifts, delayed manual control through the paddles, and really, just a hugely misaligned piece of an otherwise excellent puzzle. So I was happy to hear that for 2015, Aston Martin had fitted a new, ZF-sourced, eight-speed unit – you know, the transmission being used by automakers like BMW, Jaguar, Audi, and many more. I normally have zero issues with this silky gearbox. But in the Vanquish, it wasn't smooth sailing like I expected – it feels like it still needs some final calibrations. But that doesn't make this car any less special. Drive Notes I love this engine. The 5.9-liter, naturally aspirated V12 makes 569 horsepower and 465 pound-feet of torque, and it absolutely loves to rev. That's a good thing, since the siren song of the Vanquish's V12 is most pronounced at higher engine speeds. In fact, it's not really all that audible right from the get-go. You have to work it up past 2,500-3,000 rpm before this thing really starts to sing. But when it's turned up to 11, it's one of the best-sounding engines I've ever heard. That said, getting the Vanquish going is kind of an awkward process. There's a surprising momentary lack of power delivery right at throttle tip-in, and then the Vanquish suddenly jolts forward. It's alarming – I found myself raising an eyebrow and yelling "GO!," especially when trying to quickly merge into the traffic flow. But it'll go, when it's ready, and hitting 60 miles per hour takes just 3.6 seconds. The transmission is still an issue here. When left to its own devices, it doesn't have a problem finding the right gear for the occasion, but the actual shifts don't fire off with the smoothness and quickness that I've come to expect from this tranny in other models.

Supercar parade entering highway is mesmerizing

In what must have looked and sounded to motorists on the M6 like an invasion of The Swarm, a parade of 50 enthusiast gems leaving a charity event were caught shooting down the on-ramp and merging into traffic. There were plenty of Porsches joining the 959 and Ducktail above, Aston Martins going back to the badboy V8 of the last millennium, a Ferrari Testarossa, a TVR and numerous other Easter eggs.
There were not, however, plenty of turn signals, with someone counting just five among the fifty engaging in proper use of the blinker. One reason put forth for that is the same reason we're posting this video, which is from last Summer, below: "because supercar." Enjoy.