They’re doing this to compete with Rolls-Royce, Porsche, and Ferrari.
The DB11 unveiled at the Geneva Motor Show signaled that the winds of change had caught Aston Martin’s sails and were carrying the automaker to the seas of profit. But just how far does James Bond’s favorite brand plan on going? According to a recent interview conducted by Motor Authority with Aston Martin CEO Andy Palmer, the British Automaker plans to expand very far, enough to cover every luxury segment in the industry including luxury SUVs, sedans, sports cars, and of course, grand tourers.
Palmer went as far as to mention that his company would be competitive with a broad range of high-end brands like Porsche, Ferrari, and Rolls-Royce. Up until now, Aston Martin has run its business by designing and building one car at a time without allotting cash for facelifts and redesigns. The result is that the company fell into the red money pit that it currently finds itself in. To dig back into profit-making margins, Aston Martin has shifted its business model and now has made plans to debut seven cars in seven years. These include the DBX, Lagonda, and new Vanquish and Vantage models, all of which have funding to see them through to completion.
The next three cars have not been announced because the company still needs to scrape together income from the DB11 to make them a reality. If all goes according to plan, we may see Aston Martin reposition itself as a prominent mainstream luxury auto brand instead of the niche grand touring builder that it is today.