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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 Vulcan teased again with shooting flames

Aston Martin is definitely bringing the noise to the 2015 Geneva Motor Show, and one of the company's debuts features blasts of flames to go along with it. The British sports-car maker is yet again teasing the Vulcan, and the vehicle appears to be absolute automotive insanity. Aston still isn't saying much about the car – anything really. But where the first teaser video showcases its noise, the latest one gives viewers a light show. Not only does the clip show off the vehicle's rear end, but the Vulcan belches fire about a foot out of each side. It still sounds superb, too. The company's Geneva booth is going to be quite a sight to see for performance fans. In addition to the Vulcan, Aston is debuting the Vantage GT3 there with a pavement-scraping body kit and a 592-horsepower, 6.0-liter V12 growling under the hood.

Aston Martin wants to get involved in F1 engines

LONDON — British luxury sportscar maker Aston Martin is looking to get more engaged in Formula One, chief executive Andy Palmer said on Sunday amid speculation of a title partnership with Red Bull and future engine involvement. "We want to be more involved in the sport," Palmer told Britain's Channel 4 television while attending the Singapore Grand Prix. "We're currently studying the 2021 engine. If we get a reasonable regulation that brings down the cost of the engine, Aston would like to be involved in the engine," added the Briton. "And then of course we'd like to be involved a little more next season and then join the dots. But it really depends on what happens with the engine regs." Red Bull and Aston Martin have an existing relationship, with the team's race cars carrying branding for the marque since last year. Top designer Adrian Newey, whose Renault-powered Red Bull race cars won four successive drivers' and constructors' titles between 2010-13, has worked with Aston Martin on the AM-RB 001 Valkyrie 'hypercar'. Media reports have suggested Aston could become Red Bull's title sponsor next season. Former Nissan executive Palmer was a key figure in negotiating just such a previous deal for the Japanese manufacturer's Infiniti brand, which has now gone to the Renault works team, to partner Red Bull. The British-based team currently use Renault engines, branded Tag Heuer. Formula One, under new management since U.S.-based Liberty Media took over in January, and the governing FIA are looking at what sort of unit will power the series once the current agreement expires in 2020. The aim is to bring down costs and allow a cheaper and less complex engine than the current 1.6 liter V6 turbo hybrid power units, one that could also encourage new manufacturers into the sport. Aston Martin, a 104-year-old firm whose road cars have become closely associated with fictional British secret agent James Bond, last competed in Formula One in 1960. The company is now owned mainly by Kuwaiti and Italian investors and is seeking to boost its share of U.S. markets. Last month Aston reported its first half-yearly profit in almost a decade and it expects full-year volumes to rise by around a third to roughly 5,000 cars. Reporting by Alan BaldwinRelated Video: Motorsports Aston Martin Renault Technology Emerging Technologies Racing Vehicles F1 adrian newey