So stylish and classy Aston Martin Models in design, however reliable they make men's hearts beat, customers who choose these British sports cars usually buy old technology. Starting with the Vantage. The model is already ten years old in the basic concept (VH architecture). The larger DB9 was revised in 2012. The four-door Rapide has been around since 2009. At the age of two, the youngest model is currently the Vanquish. Only two engines are offered, a 4,7-liter V8 and a six-liter V12.
There is a need for renovation at Aston Martin, because customers in this segment not only require cutting-edge technology under the hood, but also the latest electronics (infotainment, networking, navigation, driver assistance) in the cockpit. The 102-year-old traditional brand has so far simply lacked the money for new developments. Aston Martin has not made profits for years. Production is too expensive, the range of products too small. It is more difficult to keep afloat than with derivatives and limited special models.
Now it looks like the turnaround has begun at Gaydon headquarters. Aston Martin speaks of realignment. "We are looking into an exciting future that will extend far into the next decade," said CEO Dr. Andy Palmer. The reason for the optimism: The British recently received an injection of over 300 million euros. The amount comes from the main shareholders Investindustrial (an Italian private equity fund) and Tejara Capital. The project “Second Century” should now be tackled. "By 2020 we will have replaced every existing model and will have three new ones on the market," predicts Palmer.
Aston Martin already showed one of them as a study in March in Geneva, the DBX, a crossover made of SUVs and sports cars. "The reactions overwhelmed us," said Palmer, who sees the DBX as a "key change" and a catalyst for future technologies. There is a combination of all-wheel drive and electric drive under the sheet. Palmer believes that when the DBX hits the streets in 2018, it also appeals to women. Up to now, the focus has been on male customers.
The investment allows Aston Martin not only to build the DBX, but also to develop new models and expand the production facilities. 10.000 square meters of hall will be added by the end of the year. In order to ensure exclusivity, annual sales should “not exceed 7000 units,” as Palmer says. Industry experts are already expecting the first new model, the successor to the DB9, next year. However, the British are not yet using the technical support of Mercedes-AMG for the sports coupé. This should only take effect at the next Vantage. Daimler holds about five percent of Aston Martin and, as it says from Stuttgart: “Observer status on board of Aston Martin”. The participation includes the delivery of V8 turbo units and components for the development of an electronic architecture.
China is an extremely important market for Aston Martin. Here you think about an electric version of the Rapide. The joint venture partners are the energy company Hanergy and the internet company LeTV. Not only in China, but worldwide next year Aston Martin will launch the Lagonda Taraf, a luxury sedan with a long wheelbase and limited to 200 units. The Taraf is built by the company's own division "Q by Aston Martin", named after Q, the head of the special department from which James Bond usually receives his company car, which is equipped with all kinds of technical gadgets. "Q by Aston Martin" is to be massively expanded as an individualization program. The British show what is possible there with the DB10. The sports car - built ten times - serves 007 actor Daniel Craig in the new film "Specter" - the debut is in November - as an adequate base. Lovers who are already looking forward to a small series will be disappointed. The bond bolide is reserved for 007.
Author: Michael Specht / SP-X
