2010 Aston Martin Db9 on 2040-cars

Auto blog

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 confirms DB11 name for sports car coming in 2016

A new Aston Martin is on the way in 2016, but for right now we only officially know its name. The British sports car maker is finally confirming that it's next model goes by the moniker DB11. That seriously suggests the upcoming vehicle to be a replacement for the DB9. While Aston Martin isn't divulging any technical details, the DB11 is meant to be the first big step in the brand's "Second Century Plan" that aims to overhaul its product lineup. "Not only is it a sign of our intention to continue the long line of iconic sports cars that bear the 'DB' moniker – the very bloodline of our brand – but it also shows the world our ambitious plan in action," company CEO Andy Palmer said in a statement. A vehicle believed to the DB11 has been spotted testing several times this year, but it has largely remained a mystery thanks to heavy camouflage. Spy shots showed the interior with pieces from Mercedes-Benz, and some rumors have also suggested that it might be offered both with a V12 and Mercedes' 4.0-liter twin-turbo V8. The styling might take some of the swoopy look from James Bond's DB10 from the upcoming film Spectre, but we'll just have to wait and see. Related Video: ASTON MARTIN ANNOUNCES DB11 NAMEPLATE 15 September 2015, Gaydon, England: Aston Martin is today confirming DB11 as the name of its forthcoming sports car. The new model – to be unveiled during 2016 – will sit at the heart of the luxury British brand's range and represents the first major product of the company's bold Second Century Plan. While all technical and design details will be announced in due course, the confirmation of the name – which follows in the footsteps of other iconic Aston Martin sports cars such as the DB5 and DB9 – signals the start of an exciting period of dynamic product development by the company. Announcing the DB11, Aston Martin CEO Dr Andy Palmer said: "Today I am proud and pleased to confirm that the DB11 nameplate will sit on our next new car. "Not only is it a sign of our intention to continue the long line of iconic sports cars that bear the 'DB' moniker – the very bloodline of our brand – but it also shows the world our ambitious plan in action. "The coming years will see Aston Martin transform not only its entire range of models but also its scale and global presence, and the new DB11 will be central to that success." - ENDS -

Aston Martin fleet week: Next vessel to sail is a luxury submarine

Aston Martin's latest project aims to go beneath the surface, literally. It announced Thursday a partnership with a Florida-based developer of submersibles to develop a strictly limited-edition, deep-diving submarine code-named Project Neptune. The luxury brand is apparently making quite a splash at the Monaco Boat Show this week, having just revealed the AM37, a 37-foot, six-passenger, two-crew-member speedboat replete with natural teak sliding decks and custom-outfitted interior that will cost $1.6 million. For Project Neptune, the British marque is joining forces with Triton Submarines, which makes luxury submarines for superyacht-owning hobbyists as well as more robust models for scientists and filmmakers that are capable of exploring the deepest parts of the ocean. Plans call for marrying Triton's Low Profile three-person platform with the automotive brand's design and engineering language, under the direction of its Chief Creative Officer, Marek Reichman. Aston Martin Consulting will oversee the project. No details yet, but Triton's existing 1650 Low Profile three-person sub, its lightest model, weighs 8,800 pounds and can dive to 1,650 feet. A 30 kWh battery powers four 5-horse thrusters, and it can stay submerged for up to 12 hours. The most dramatic part of Triton's design is its incredible bubble shape — a spherical, transparent pressure hull. Some of Triton's more rigorous designs can reach depths of 7,500 feet. A Triton sub reportedly starts at a cool $3.3 million, and it's certainly nice, with stitched leather seats. But that, of course is a crude version compared with Aston Martin's panache and uber-exclusive materials. Pass the caviar, won't you, old boy? Related Video: Weird Car News Aston Martin Luxury submersible