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Here to stay

Lots of negativity surrounding Aston Martin at the moment, on the back of the recent launch of two cracking cars.  The Vanquish and DB9 are highly rated by the media yet the attached caveat stipulates that it can’t last forever.

The lack of confidence regarding modest sales and future finance is understandable but remember that these new Astons are excellent to drive, sound glorious and look more beautiful than any other car produced today.  Mate that to a brand image second to none, in the luxury goods market not just high end car market, and you have a marketing dream.  Dynamite.

Cars at Aston’s level are generally aspirational and emotional purchases, usually City boys with bonuses to fling at whatever car looks best, makes them look good and raises their status.  Cue Aston Martin.  I would even suggest that many high value fashion buyers don’t even have much knowledge of cars, only what is perceived as ‘must have’ and acceptable.

They’ve weathered the worst recession the world has ever seen and emerged with a world class line up to boot.  Sure, a tie-up in the future would be beneficial but it will happen only after a long process of seeking out the right partner/buyer, when Bez feels the time is right. 

So who could offer Aston a crutch?  Mercedes SLS underpinnings could be a fantastic basis for the future range, though I feel JLR stewardship would be preferable, especially given that the forthcoming Jag SUV could be jointly developed as an Aston, presumably based on the new Range Rover Sport.  Don’t rule out the ever circling VW whose knack of funding and steering purchased minnows would benefit Aston hugely, in a Lambo way, though perhaps not in a re-skinned Phaeton way…

So ease off Aston please, it’ll be fine.