So that’s that: Tobias Moers’ time as the CEO of Aston Martin has ended. I wonder whether in time, as the saying now goes, “recollections may vary” about the whys and hows.
Summaries of the state of Aston Martin already vary. Moers streamlined and made its production lines more efficient, so good has come from the past two years, but the list of motivated and talented people who are no longer on the company’s payroll by their own choosing is both long and telling.
Ultimately, for the likes of you and me, it will be hard to judge Moers’ tenure, because so few cars have been heavily influenced by him.
From talking to friends and colleagues in the industry, I gather that Moers and Aston Martin didn’t feel like the right fit for each other, but car companies take longer to turn around than sports teams, and replacing the boss if you don’t like recent results means they don’t have much say on the metal that rolls out of the doors.
What I like about Amedeo Felisa, former Ferrari chief and Aston Martin’s new CEO, is that under him, Ferraris were not only brilliant but showed the character of their engineers. There was a real joy and freedom to them, stemming from great people being allowed to do their jobs, rather than being told how to. Let’s hope some of that character flows out of Gaydon.
Lawnmower V12, anyone?
If you subscribe to this magazine (and very good value it is too etc), you will receive a weekly editorial email from one of its writers – which last week was me, banging on again about small old cars but wanting more complex engines in them than the sometimes wheezy little units they get.
Those who don’t mind modifying cars (I’m one of them) sometimes put motorbike engines in cars, which isn’t really my thing, because they’re quite hyperactive and buzzy – and they get a bit pricey.
My latest muse, then, is wondering if you could take a bunch of cylinders from the air-cooled Honda GX engines – the type that you find in generators, lawnmowers and hire go-karts – and put them around a common crank. If you took 12 of the 160cc units, you would have a 1.3-litre V8 or a 1.9-litre V12 making, by my reckoning, not much power at all, but it might sound terrific.
I dare say that cooling it and fuelling it efficiently would be a disaster, but it would be fun to find out. I would try it, but I would need to retire first, so obviously I will never get around to it.
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Really hope you are right about Aston for many reasons - for a start my pension fund! I bought into the Stroll dream ticket with Mercedes and Wolf as his partners - what could possibly go wrong? The shares are on the floor I thought - it's a one-way street! Well, it has ceretainly proved to be a one-way street but not going in the direction I'd expected. To a sort of 50% loss destination. I was taking a five year punt so not worried too much 12 months in. More importantly I think they have completely lost their way - summed up by the new Vantage V12. The predecessor car was a jewel. Elegant, compact discreet. The sort of thing you could go anywhere in but not - thank God - remotely bling. Look at this new monstrosity. Huge, vulgar, wide - everything I'd have thought an Aston buyer would hate. Don't get me started on what Stroll has done to the previously excelent Force India F1 team.
Hope the Ferrari mob can turn the road cars around. It takes a long tlo to get metsl to market!
must have had a sneeze there. "Takes a long time to get metal to market" is what I meant to write. Apologies to all.
I wonder what Reichman did to leave Symanski so traumatised?
Nearly killed off Aston Martin.
Forgive me but I do care what happens to this brand. The really sad part is how long we've had this problem in Reichman's design failing yet Aston won't do what they need to do - Sack Reichman.
I'm trying to think of any other comparison where they continue to let someone who has such a bad history in performance to remain in their post? I can't think of any similar examples. That's how wrong it is to let Reichman design the next generation when you have the option of finding someone fresh and competent who will do a better job, perhaps even saving the company.
They need to find another Ian Callum.
Mustve jilted his sister or something, its bizarre how stridently he feels!
I think the current Vantage is stunning, and the DBX fine for that style of vehicle, although I really dont like the front arch/vent on the DB11. The mid-engined concepts also look great, despite that type of vehicle not being inherently 'Aston'.
Far more of a concern were I a prospective customer would be the interiors, are they Reichmanns fault as well?
Matt, Felisa from what I can tell got his hands on Ferrari at a time when Ferrari were doing great. Aston aren't doing great and have a long list of problems stemming from their designer Marek Reichman.
No matter how you look at it, it all comes down to poor sales at Aston. Why don't they sell? The engineering has never been better so it's not that. But as a friend asked me "what happened at Aston Martin? Their cars used to be beautiful but they're... Erm..." I didn't need to let him finish, I knew what he was going to say and could easily explain. The problem is Marek Reichman.
Sadly, since my friend's comments Reichman has produced more duds for Aston not to sell enough of.
To save Aston Martin you've got to sack Reichman and find a competent designer. They need to do this now, because it's already several years too late. Moers should have done this on day one. Felisa should have done this by now. Don't wait for the 2023 refreshes thinking his new disappointments are going to save Aston - they won't.
Only a rethinking of Aston design language with a competent designer, obviously that excludes Reichman, will save Aston Martin.
Agree that most of the current Aston range is not good enough. The exerior design of DBS Superleggera is OK but the exteriors of the DB11 and Vantage are poor. The interiors of all the current cars are not good enough - and it's not just the outdated infotainment from Mercedes.
Reichman has done some good work, not least the Vanquish 2. Rather than firing him, it might be a case of hiring somebody from Bentley (or similar) to take charge of interior design (and give them free rein) and forcing Reichman and his team back to the drawing board for exterior designs. I would him one more chance.
At the moment, if any car brand needs to fire it its design chief (and exterior design team), it's BMW.
Scribbler,
thanks for your reply. I feel that Reichma has had plenty of second chances and really the only way forward for Aston is to drop him. Its not one or two bad designs, but a handful and over the course of years. Other marques would have dropped him by now.
Ferrari used an old info system in the California that was from a Jeep and few ever picked up on that. If the rest of the car is brilliant I don't think it really matters, especially as long term all those systems will be dated. It's one good thing about the Bentley with their rotating displays, 50 years from now when they're classics you can just leave it showing standard dials!
Definitely liked the previous generations of the BMWs better for the most part, but the 1-Series does look good. Interiors of the 3 & 5 are really nice at the moment I'd have to say.
Hating current Aston design, whilst really liking the current BMW 1 series is an interesting view! The front of the 1 is appalling, the rest is generic Astra/Golf/308 etc al.
It used to be the case that Ferrari and some close rivals got some leeway for outdated "tech" but that time has passed and most of those exotic car brands are now making more of an effort to keep up with cabin tech advances from volume premium brands.
However, it is interesting that Bugatti (and to a lesser extent Pagani) go(es) a different route by not really bothering with infotainment systems because they can make a cabin appear dated after only 5-10 years.
Porsche has been clever about this obsolescence issue by creating PCM consoles for pre-997 911s and older Boxsters. They are not cheap but have all the modern features (more or less) available in current cars.
Audi and Mercedes interiors are generally rated higher than BMW but there's not that much between them.