Automotive

patrick_y
[PuristSPro Moderator]
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Agreements...

The DB9 has a beautiful and gorgeous design that will be forever timeless.  The DB11, while strikingly beautiful and modern is definitely the cusp of the new Aston Martin design language for their next century of automotive existence (assuming they don't go bankrupt again like the seven times they've gone bankrupt in the first century). 

In marketing research and my own evaluations of Aston Martin drivers and owners, the Aston Martin owner is usually astounded by the beauty and the sound of the cars.  And they are seductively beautiful machines with brilliant operatic tenor and bass soundtracks.  But the driving experience, although exciting in the V12 Vantage S, a vehicle I've driven thousands of miles in, is actually mediocre when it comes to the steering, suspension, and individual components alone.  But that sound does make the car feel exciting! 

Will Aston Martin's plan of marketing products to women and becoming a more woman friendly automaker help?  Time will tell.  Will it save the brand?  Time will tell.  Will their future split products of 2-door sports cars combined with an even greater volume business of normal SUVs and sedans save the company and bring it back to prosperity and profitability?  Time will tell. 

We're seeing a century old company evolve...  Formula 1 involvement, technology and drivetrain partnership with Mercedes-Benz, new products, and a new CEO.  But is that enough to change a company that is so "dyed in the wool" set in its ways?  One that's so proud of its heritage?  One that claims to be so "true" and "authentic" that they've gone bankrupt seven times!  An interesting question that has only one cliche answer...  Time will tell.