Aston Martin put new investor and executive chairman Lawrence Stroll front and centre of last month's reveal of the V12 Speedster. We sit down with CEO Andy Palmer to see how Stroll’s expertise (and money) will help revive Aston’s fortunes.
Lawrence Stroll talks about reducing inventories and rebalancing the company. What will the practical effects be?
“Lawrence has been the Canadian Ferrari importer a long time so he understands the Ferrari model very well. We expect in future to make materially fewer sports cars, but to make every one of them solidly profitable. We built 5800 sports cars for wholesale last year. We’ll do fewer in 2020.”
Can you be more specific about numbers?
“Not possible, I’m afraid. There will be a delay while we get stock out of the system. We’ll have to swallow hard. And change what we do. 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.”
What will your relationship with Red Bull be like in future?
“Red Bull’s contribution has been invaluable. Those guys have been great friends to our brand and we’ll continue as their title sponsor in F1 this year. Red Bull Technologies takes responsibility for the Valkyrie and that will continue after we launch it at the back end of the year. Beyond that, we will have a new relationship with the [F1] team currently known as Racing Point. It’s up to us to make proper use of that relationship.”
Your electrification plans for the Rapide E and Aston Martin Lagonda have been shelved. Is that a poor signal to send to the market?
“Our plans have gone back, but they’re far from dead. We’ve finished the Rapide E engineering, learned a ton of stuff from it and its IP remains with us. But we’ve taken the opportunity to write down the capital expenditure of the electrification work. We’ve had some difficult years. We have to decide what our new priorities are.”
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Aston Martin as British
Aston Martin as British Ferrari? Maserati more like, another maker of luxury GT cars which is a very narrow market niche that's very marginal to current motoring needs. Especially neiother firm embodies the true effortless luxury of a Rolls Royce.
Palmer out, Stroll in Bahar as CEO
Don't laugh, there are some articles being written that have that joker's name associated with Chinese money and a CEO position and as Stroll knows nothing about the car business and is now a Chairman, it is not such a crazy idea. Especially when yopu hear Palmer talk like Dany and focus on Ferrari as a target rather than ficng on making Aston more Aston. Well, there is another Chinese group who have credibility and who will pick up another Bahar debacle for a few pennies a share, to add to their Lotus portfolio.
You got it!
That's it exactly - Palmer is looking more and more like Dany Bahar. Something that I've said already.
The really sad thing is, they might be better of with him too...
(Acutally maybe not, Palmer has done a great job with the engineering and production. His strengths it seems.)
The Vantage is struggling
Similarly, the DBX will struggle because a Cayenne Turbo and a Bentayga V8 are cheaper and faster. And the Urus is in the same price range but is MUCH faster.
History shows that a car that looks good, handles sweetly but is slower than its rivals may find favour with car mags, but not with the people who matter - the punters. GT86 anyone?