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Aston Martin eyes US market for growth

Aston Martin chief executive Andy Palmer is sitting in a rustic Tuscan villa on a sweltering summer night, but his mind is thousands of miles away. He's ruminating on the United States, a lucrative market that could secure Aston's future as an automaker that has proved elusive for decades. The reason? Aston has an identity crisis. Sure, Americans know what Aston Martin is. Mostly. Palmer compares it to the British game of cricket. Many Americans have heard of it. They might even have a vague notion of what it is, but that's about as far as things go. It's the same with Aston. Candidly, Palmer places the blame squarely on his company, admitting Aston executives have been complacent about America. "We've got some work to do in the United States. I think we have assumed that you guys get it because you speak our language," he told a group of mostly US journalists at the launch of the 2017 DB11. That ends now, Palmer said, and Aston's plan to fix the problem will come into sharper focus with the launch of the DBX crossover for 2019. The utility vehicle was designed for an American buyer because the US market is SUV heavy. The target consumer? Someone named Charlotte, a 42-year-old from Southern California. Palmer describes her as someone who wants an elevated ride height and functionality. "She's looking for that safe, secure feeling," Palmer said. The company is adding 750 people and building a factory in Wales to produce the DBX. The site will be able to make 7,000 units annually, which dovetails with Aston's goal of making 7,000 sports cars per year. It's an ambitious plan for a company that made 3,615 cars in 2015 and posted an operating loss. This potential growth is still a few years off, meaning the brand's new DB11 must be a success. Early signs are trending well, and Aston had taken 2,000 orders by the end of June. After that, the company will redesign the Vanquish and Vantage and add the usual open-top variants. Aston's investors have already funded the sports cars and the DBX, and product development spending rose 40 percent in 2015. Aston's ownership group includes a Kuwaiti consortium, Italian backers, and a minority stake held by Daimler, which provides technology like infotainment and V8 engines. In total, Aston plans seven new vehicles in six years.

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.

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: