Aston Martin CEO: It's time for us to become the British Ferrari

Andy Palmer revealed the company's aspirations in a recent interview

1y ago

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."

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Comments (13)

  • Marketing babble... The real world shows the exact opposite. Ferrari now has the best Aston Martin around with the Roma

      1 year ago
    • You're right, Mr. Lock

        1 year ago
    • The Roma is going to spell serious trouble. Aston has to be able to fight back. The DBX is the most important car in Aston's history. The cash from that may just help it fight it out....

        1 year ago
  • Aston Martin have never really been a hardcore sportscar manufacturer, they always did their own thing: build fast, stylish, luxurious GTs rather than track monsters. The world doesn't need another Ferrari, we already have one- it's called Ferrari. The world does however need more Aston Martin, there are far too many manufacturers trying to beat Nurburgring lap times rather than building the great fast GT cars that work in the real world.

      1 year ago
    • even Ferrari's low priced modesl are not holding prices. You can find ferraris online for 20-30,000. But the general public only sees the $400K models and the million dollar ones as real in the spot light ferrari's. The bidders at auctions...

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        1 year ago
  • I feel that Ferrari trades way too much on reputation nowadays. It doesn’t seem to matter whether their new release better or worse than the competition, people can’t seem to move past the fact that there’s a prancing horse on the bonnet and gloss over all the negatives just so they can harp on about it being a fezza. That’s my 5penny’s worth anyway

      1 year ago
  • Because Ferrari, and quoting from James May 'There is no ZING.'

      1 year ago
  • I mean they shoud first aim to beat McLaren - they are for me the British Ferrari - They have much more experience in supercars so being better than them will be complicated

      1 year ago