2006 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

Aston and Jag from James Bond Spectre have at it

Daniel Craig hasn't made a bad James Bond film yet. Spectre is his next step into the iconic role that's due to hit theaters on November 6, and it doesn't look likely to ruin his streak. Still, that's a long wait for such an exciting movie. If you're willing to possibly spoil just a little for yourself, a new featurette shows part of one of the big car chases right now. From what we've seen so far, the chase through Rome in Spectre has earned a good amount of screen time. While the reason for it in the plot is a mystery, that doesn't really matter anyway. What's important is that the scene stars Bond in the Aston Martin DB10 and a villain played by Dave Bautista in the now supercharged V8-powered version of the Jaguar C-X75 racing around the Italian capital's tight streets at night. This clip gives a glimpse at some of the work necessary to get the difficult filming completed. We've seen some of that effort before, though, when footage of the preparation for one shot leaked out. Craig reportedly sustained a pretty bad bump on the head during the shooting, and an earlier rumor also suggested that Bond might get behind the wheel of a Fiat 500 at some point in the scene.

Aston Martin DB11 V8 loses four cylinders but none of its grace

We love the Aston Martin DB11. Few vehicles combine speed, luxury, and comfort as well as that beautiful British coupe. That said, it's not the most efficient or affordable GT in the world, but Aston Martin is planning to change that. Starting this year, the company will offer the DB11 a twin-turbocharged V8 sourced from the mad Germans at Mercedes-AMG. We've known about the engine partnership for a while now, though we assumed the first Aston Martin to use a Mercedes-AMG V8 would be the next-generation V8 Vantage. At first, sticking a V8 under the hood might seem like an odd choice, but the DB series only recently started using V12s. Historically, the car has packed powerful inline-six engines. Offering two engines will allow the company to sell a lower-cost model and presumably boost sales. That means changes are strictly mechanical in nature. The engine is the now-common 4.0-liter twin-turbocharged Mercedes-AMG V8. Output is 503 horsepower and 498 pound-feet of torque. That's down 97 horsepower and 18 pound-feet of torque from the 5.2-liter V12. In the Mercedes-AMG C63 S, the 4.0-liter V8 makes equal horsepower and 18 more pound-feet of torque. Aston Martin says that the partnership with Mercedes-AMG allows the company to tailor the engine for Aston Martins. This means a new ECU with new engine and throttle mapping. Losing four cylinders changes the character of the car a bit. The DB11 V8 is a not-insubstantial 254 pounds lighter than the V12. Since most of the weight savings comes from behind the front wheels, Aston Martin says the V8 model is more agile than the V12 model. Engineers have adjusted the suspension bushing, geometry, anti-roll bars, springs, dampers, and stability control to account for the weight savings. The DB11 V8's diet helps offset the lower power output. As such, the 4.0-second 0-62 sprint is just 0.1 seconds off the V12. Top speed is down 13 mph to a still extralegal speed of 187 mph. We don't have fuel economy ratings for the US, but expect an improvement from the V12's current rating. The V8 will be available with all of the same equipment and trims as the V12, with just a few visual changes to distinguish the two models. The V8 gets unique wheels, darker headlight surroundings, and just two vents on the hood, available in either black or titanium. The DB11 V8 goes on sale in the US later this year. At $198,995, it undercuts the V12 model by $17,500.