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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

2017 Aston Martin DB11 Prototype First Drive

Flashback: Geneva. The 2017 Aston Martin DB11 debuts, its artfully sculpted body signaling a departure from the brand's luscious yet familiar design language. But this time, the car in question is more than just a pretty face. Beneath the gently arced bonnet is the first turbocharged engine in the Aston's 103 year-old history. Gone is the so-called Vertical Horizontal architecture, replaced with a bonded aluminum chassis that's so new that it has yet to be graced with a catchy marketing name. Sumptuous interior? Check. Slick multimedia system? Finally. The quickest, fastest, and most powerful DB to date? Hell yes. With radical changes coming in hot from Gaydon, the DB11 isn't just an all-new car; it's nothing short of golden opportunity to reinvent the brand. There's so much new stuff in this DB9 replacement that the double integer leap in nomenclature seems justified (the DB10 was already taken by a certain spy from Blighty). In the grand scope of the Aston Martin lineup, the DB11 inherits the DB9's role as the archetypal grand touring car—elegant but quick, thirsty for miles. But as our wheel time revealed, it takes some time to comprehend the depth of the DB11 story. When you settle into the $211,995 Aston Martin DB11 there's a lot to take in, especially since our tester is a "verification prototype" that's two stages away from final production. Hence, the data logging equipment and big red fire suppression button. The engine has shrunk from 6.0-liters to 5.2, but now churns out 600 horsepower and a whopping 516 lb-ft of torque at only 1,500 rpm thanks to those turbos. Aston claims 0 to 62 mph in 3.9 seconds and a top speed of 200 mph. The rear double wishbone suspension has been replaced with a multilink setup for greater compliance, and the DB11 also gets Aston's first-ever torque vectoring (via brakes) and electronic power steering system. The prototype car is a visual paradox, with its camouflaged exterior contrasting with the delightfully gaudy baby blue leather interior (made from extra trimmings of hide). In terms of development, the car is about "85 percent there" according to Aston brass. Disclaimer: this car's traction control system is only about 70 percent complete, and the torque-vectoring feature isn't active on this particular car. The big V12 fires up with a full-sounding rush of exhaust, though the tone isn't quite as naughty or shrill as the old naturally aspirated mill.

Aston Martin Lagonda super sedan officially teased

Ask anyone who's anyone about Aston Martin and they'll tell you about exclusive and highly desirable two-door luxury GTs – the kind James Bond would drive – but it would be all too easy to forget about the other side of the equation. The company's full name is, after all, Aston Martin Lagonda Ltd., but while the latter name is seldom used, it's about to make a rare comeback. The British automaker has just confirmed "strictly limited series production" of a new Lagonda saloon, previewed by the two teaser images you see here. The super sedan will be built in the same facility that previously produced the One-77 supercar at the Aston Martin factory in Gaydon and will be available in strictly limited quantities by invitation to select customers exclusively in the Middle East. Aston Martin has revealed precious few technical details of the new project, but the design clearly pays tribute to the iconically wedge-shaped 1976 Aston Martin Lagonda sedan designed by William Towns, with elements from the recent Zagato-designed Centennial editions evident as well. It will be based on Aston's ubiquitous VH platform that underpins just about everything it currently makes, and given the proliferation of the company's long-serving 6.0-liter V12 engine, we figure it's safe to say that'll provide the motivation as well, with at least the same 565-horsepower output as the Vanquish and the new V12 Vantage S Roadster, if not more. The announcement, of course, hardly comes as a surprise. Just a few months ago we spotted a disguised prototype for this very vehicle undergoing testing, and Aston has been toying with the idea of a Lagonda revival since the debut of the rather controversial Lagonda crossover concept at the 2009 Geneva Motor Show to mixed reviews. There was since talk of partnering with Mercedes-Benz to revive the Lagonda line along with Maybach, but that ultimately fell through – although the two are still collaborating in other areas, including the provision of a new line of engines and other technologies. Lagonda was originally founded independently in 1906, was acquired by legendary Aston chief David Brown in 1947 and has popped on and off the radar screen ever since. It remains unclear whether the new sedan will revive the Lagonda handle as a nameplate or as a separate brand, but you can delve into the press release below to read what Aston has confirmed thus far.