2011 Aston Martin Dbs Volante Silver Black Sport Satellite 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

Aston Martin may have filed a trademark for a new logo [UPDATE]

UPDATE: Aston Martin did indeed file a trademark for the logo below, but company CEO Andy Palmer has confirmed it will be used for merchandise and won't replace the classic winged logo on cars. Here's Palmer's tweet: For those who reached out, we have no intention to remove/change the Aston Martin Wings.This logo is for merchandise https://t.co/iWdejAwO00 — Andy Palmer (@AndyatAston) January 23, 2017 "There's a shortage of perfect breasts in this world. It would be a pity to damage yours." Those words were spoken by Cary Elwes in the classic 1987 film The Princess Bride. Or, if you prefer, they were written by William Goldman in his book from 1973 by the same name. Either way, it doesn't matter. The point is, there aren't many things in this world that are perfect, and that have stood the test of time without alteration. The Aston Martin logo is one of those rare things. Apparently, Aston Martin filed a trademark application for a new logo. You can see it below. It's unclear where this design might make an appearance. If it's on pens, watches, or some other non-vehicular form, that's fine. If it's on the bonnet of a new supercar rolling down the line at Aston's plant in Gaydon, well... that's another matter entirely. Please, Aston Martin, your logo is perfect and has stood the test of time. Don't even think about changing it. Related Video:

Aston Martin requests exemption from stringent US safety regulations

If you were intrigued by the chance to buy a new Aston Martin Vantage GT for $99,900, it might be best not to wait too long. There is a slim chance that the Vantage and DB9 may not have much life left in the US because they don't meet new crash standards. Aston Martin has filed documents with the National Highway Traffic Safety Administration asking that the new pole and moving barrier crash safety requirements – internally referred to as FMVSS 214 – be waived for the two models. The company is claiming "substantial economic hardship" and says that it can't afford to bring the vehicles into compliance. We aren't talking about a huge number of vehicles here. The Rapide and Vanquish comply with the new rules, and Aston Martin predicts that it would import 670 Vantage and DB9 models into the States between September 1, 2014 and August 31, 2017. The automaker estimates it would cost around $30 million to make them compliant. The company has indeed been in rough shape in the not-too-distant past. According to the documents, sales volume decreased by about 48 percent from a high of 7,281 units in 2007 to 3,786 vehicles in 2012. The automaker had planned to have new models ready in time so that it wouldn't need an exemption, but the global economic crisis delayed it. Interestingly, the paperwork reveals that Aston currently plans to launch a replacement for the DB9 between September 2016 and August 2017. Aston Martin doesn't have very long for NHTSA to deliberate. The new rules go into effect for them on September 1, 2014 for hardtops, and September 1, 2015 for convertibles. While it would still be able to sell its other models here, it would certainly be a shock if it had to pull the the Vantage and DB9. Both documents are available in PDF format to download and read.