INTO THE WILD
THERE WILL BE MORE SPORTS CARS, MORE SPECIALS LIKE THE V12 SPEEDSTER AS WELL AS VARIATIONS ON THE DBX SUV
TWO CARS. ONE an unhinged frivolity for the super-rich, the other a necessity for a car company’s survival. Aston Martin, Britain’s luxury sports car company has a perpetual history of under-performing, in relation to the bottom line, at least. There’s a change in mood, though, an optimism that the brand will not just survive, but flourish. That’s borne from the appointment of its recent CEO in the guise of ex-Mercedes-AMG boss Tobias Moers, but also financial clout and luxury brand know-how from Canadian Lawrence Stroll in the role of Executive Chairman.
The two cars here bookend the current breadth of the company’s product portfolio; a range that, if the new management team achieves as it promises via its so-called Project Horizon, will see that range expand. Both Moers and Stroll view the return to F1 as a pivotal asset in the company’s desired transformation. Prior to this season, the last time an Aston Martin competed in a Grand Prix was 1960. In addition to its F1 ambitions, there will be more sports cars, more specials like the V12 Speedster as well as variations on the DBX SUV. Think a coupe, and hybrids, while full electrification’s coming, it won’t be until at least 2025, if not later. Aston Martin is streamlining its business,
