Aston Martin CEO: It's time for us to become the British Ferrari
Andy Palmer revealed the company's aspirations in a recent interview
As we all know, 2019 was not a good year for Aston Martin. In an interview with Autocar magazine, Aston Martin CEO, Andy Palmer, said, "It was a bad year.”
Now, with the cash-injection from Canadian billionaire Lawrence Stroll, Aston has big aspirations for the future.
Andy Palmer said, "It's time for us to make good and try to become the British Ferrari, asking customers to spec their cars individually and wait for them to be built. The DBX is already showing how we mean to go on. We're building those cars only for retail and our order book for 2020 is full".
So how can Aston Martin become like Ferrari? Simple: by making fewer, but more profitable sports cars. We should note that Palmer is talking about sports cars and there will be a “volume model” which is the DBX.
Aston want the DBX’s quality to be ”perfect”. Andy also said that Lagonda, the luxury brand of the company, is "far from dead" though the plans of the luxury division are put on the backburner.
Palmer also said that he wants the Valhalla and Valkyrie to integrate into the lineup "as soon as possible."