2010 Aston Martin Vantage Convertible 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

The AM37 is literally the Aston Martin of boats

While sports car companies such as Porsche and Lamborghini are looking to SUVs to expand their offerings, Aston Martin has taken a page from Mercedes and designed a boat. Specifically, it's a 37-foot powerboat appropriately named the AM37. The boat was developed with help from Mulder Design and Quintessence Yachts, and is available in two different versions, both of which should the aquatic equivalent of Aston Martin performance. The standard AM37 is available with two different pairs of engines from Mercury, either 370-horsepower diesel engines or 450-horsepower gas engines. If that's not enough, Aston also offers the AM37S, which comes with a pair of 520-horsepower gasoline Mercury engines. Like road-going Astons, this boat is absolutely gorgeous. The lines are simple, crisp and clean. It features a beautiful wood deck, and an impressive double-curved, single-piece glass windshield. And if you get tired of the sun, the AM37 features a powered, carbon fiber bimini top. The interior completes the package with a carbon fiber dashboard, lots of leather and polished steering wheel, throttle and joystick. It's also incredibly well-equipped with seating for eight, air conditioning, mood lighting, refrigerator, microwave, coffee maker, a bed that folds out from the table, and even a bathroom. Aston Martin didn't release pricing or availability for the AM37. However, we suspect that if you really want this boat and have the means, pricing doesn't matter, and you're probably willing to wait. Related Video: Image Credit: Aston Martin Auto News Aston Martin Mercury Luxury boat

David Brown Automotive Speedback GT launches in US

Just over a year ago, the Sportback GT debuted from coachbuilder David Brown Automotive to combine the classic lines of the Aston Martin DB5 with modern underpinnings. Now, the luxurious British coupe is making its way across the pond for a US debut later this summer. With a price of $753,000, you're not going to see these coachbuilt creations on every corner. To make sure that the GT catches the eye of the right clientele, the company is premiering it during the swanky event at The Quail during the 2015 Monterey Car Week in August. Despite the retro look on the outside from former Land Rover designer Alan Mobberley, much of the mechanical underpinnings for the Speedback GT are sourced from the Jaguar XKR. Propulsion is provided by a 5.0-liter V8 making 510 horsepower and 461 pound-feet of torque and linked to a six-speed automatic. Inside, passengers find quite posh surroundings with leather upholstery with wood trim. DAVID BROWN AUTOMOTIVE LAUNCHES STUNNING SPEEDBACK GT TO EAGERLY ANTICIPATED AMERICAN MARKET 13/05/15 Following huge success in Europe, Speedback GT launches in the USA for GBP495,000 (currently $753,000) Speedback will showcase the best of British craftsmanship to American audience at the exclusive Quail Motorsports Gathering rally and concours event Announcement of North American launch rounds off Speedback's recent 1st anniversary celebrations since its European unveiling Coventry, England (May 2015): Launched in March 2014, Speedback GT from David Brown Automotive heralded a new era for GT models, showcasing a classically styled car with modern mechanicals, reliability and comforts. Designed, engineered and hand-crafted in Britain, Speedback GT is now launching officially in the United States, after triumphing in Europe both via media reaction and sales. Displaying at The Quail, the famed motorsports gathering located at Quail Lodge in California, the event will be the perfect place to demonstrate Speedback GT's merits to the American media and public for the first time. Initially showcasing at the Quail Rally Welcome Reception on 10th August, it will participate in the Rally on 11th and 12th August before the main Quail event on 14th August where it will feature on a stand. Company founder and CEO David Brown said: "It's been a fantastic year for Speedback GT since its launch.