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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

You can buy James Bond's Spectre Aston Martin DB10

If you watched Daniel Craig sliding around Rome in Spectre and wished you could drive the Aston Martin DB10 too, an upcoming Christie's auction will be your best chance to own one. The company will sell the first of these rare cars to the public on February 18 in London, but you'll probably need a martini – shaken, not stirred – after signing the check because the coupe will likely go for over 1 million pounds ($1.4 million at current rates). The proceeds will benefit Medecins Sans Frontieres. Aston Martin designed the DB10 specifically for Bond and built 10 of them for Spectre. Underneath the carbon-fiber body, the British automaker based them on the V8 Vantage, including its 4.7-liter V8 and six-speed manual gearbox. The movie's production modified most of the DB10s for filming, but it left two untouched, including this one. Daniel Craig also signed the car. The chance to share a vehicle with James Bond sounds incredibly tempting, but you might have a hard time taking the DB10 out for a drive because Aston Martin doesn't have homologation for the car or certification for it to be on public roads. However, you could still enjoy pretending to be a secret agent around a track or another piece of private tarmac. UNIQUE OPPORTUNITY TO OWN AN ASTON MARTIN DB10 PREDICTED TO RAISE OVER GBP1 MILLION FOR CHARITY The only DB10 to date to be made available for private ownership Opportunity to own a piece of automotive history To be auctioned on February 18th to raise money for Medecins Sans Frontieres 21 January, 2016, Gaydon: The Aston Martin DB10 – the first car created exclusively for James Bond by British luxury brand Aston Martin – is to go under the auctioneer's gavel at the London auction house of Christie's on 18th February with proceeds donated to Medecins Sans Frontieres. 'Spectre – The Auction' celebrates the release of the 24th Bond film on Digital HD, Blu-ray™ and DVD with 24 special auction lots going under the hammer for charity, led by the Aston Martin DB10. Celebrating the great British brand's half century with Bond, which started with the iconic DB5, the DB10 gives a glimpse of the future design direction for the next generation of Aston Martins. Production of the DB10 was strictly limited to ten examples of the bespoke sports car which was developed and hand-built by the designers, engineers and artisan craftspeople at Aston Martin's Gaydon headquarters in the UK for the latest Bond film, Spectre.

World's Largest Collection Of James Bond Cars On Sale

A Miami real estate developer is selling his entire massive collection of James Bond memorabilia. Valued at $33.25 million, the collection is considered the largest in the world, and will only be sold to a buyer willing to take the whole thing. Michael Dezer began buying Bond cars in 2011, when he snatched up dozens of the super spy's on-screen rides from the James Bond Museum in Keswick, England, Autoblog reports. Since then, Dezer has amassed 59 cars, the rides coming from movies like Goldeneye, Skyfall and The Spy Who Loved Me. The ensemble also includes boats, tanks, jet skis, motorcycles and thousands of other pieces of memorabilia. The lucky buyer of this collection would even get the yacht used in From Russia With Love. An agency in the United Kingdom is handling the sale of the collection. Related Gallery Editors' Picks: The Most Beautiful Cars On The Road View 10 Photos Aston Martin Automotive History Ownership selling famous cars