Roberto Fedeli joined Aston Martin as chief technology officer a year ago.
The Italian enjoyed a 26-year career at Ferrari, which culminated in him leading development of the LaFerrari hypercar, then held roles at BMW and FCA. He came to Aston Martin to be reunited with Amedeo Felisa, who was joining as CEO – the same role he had held at Ferrari in Fedeli’s time there.
The first car developed under him at Aston Martin, where he oversees a team of around 800 engineers as chief technology officer, was the new DB12.
What was your brief from chairman Lawrence Stroll when you arrived at Aston Martin a year ago? And how have you found your initial experience?
"I was briefed by Lawrence to change the products according to the new DNA of the brand. This so-called intensity-driven new definition of the brand had to be defined better in terms of the technology and the specification of the parts in the vehicle.
"The team was created a year ago, with a good mix of young talent. Aston Martin has a lot of young talent, and I've promoted more responsibility to them, listening to them and giving them opportunities to give freshness to our development, processes and products. Together with guys with luxury experience already, we’re building an interesting team with young talent and experience.
"My target for this year is around the engagement, interest and commitment of this team to do their best, to talk with each other, to think about the products with no politics or time-wasting, just jumping each day to get better.
"It’s the culture of the F1 team: each day you work to gain a tenth on the competition. We’ve also started looking around us, considering ourselves not just an island but comparing to our competitors with the target to be the best.
"We have a lot of products coming. Everything we learn in the products, the methodology, processes and working together will be seen on different products coming."
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Why why why would they want to change the "DNA" of Aston Martin??? It's what made Aston Martin the iconic marque it became. Why would they change what Aston Martin is? Because they don't understand it, the history, the heritage, what makes an Aston an Aston. This stinks of "branding," which of course is how Stroll made his money.
"Personalisation" of someone else's engine -- what does that mean? I assume it's merely electronics/tuning. That's still someone else's bought-in engine. That's not an Aston Martin, it's barely half of one. Still an absolute deal-breaker for me, and I say that as an owner. Put the Aston V12 in this car and you'll have a desirable Aston Martin.
Cars are going to be electric in a few years. Why would AM spend millions making a petrol engine? It's not going to matter whose electric motors are in which cars.
The problem at Aston Martin isn't the technical side, engineering wise they've never been better. So why do they still not sell?
Answer: Marek Reichman.
Why doesn't Aston Martin do something about their designs that aren't selling? Why don't they find a competent designer?
Answer: .........
It's insanity for Stroll to continue shouting off about brands yet not making the products desireable. Someone who's experience is branding cheap Chinese handbags and convincing WAGs they needed to buy that brand. Doesn't work in the automotive world. Here you've got to deliver on product.
To save Aston Martin first you need to sack Marek Reichman. Roll on the next rescue package...
Another day, another deranged, schizo Symanski post
“I always cheer up immensely if an attack is particularly wounding because I think, well, if they attack one personally, it means they have not a single political argument left.”
― Margaret Thatcher
Although in this case I'm laughing because you've absolutely nothing to offer but abuse.
Symanski, well said.
On the contrary. I find Symanski's posts to be 100% spot-on. Reichman's crappy hack designs are what have been holding Aston back, and Stroll's completely lack of understanding of what the allure of Aston Martin is is also contributing. Aston has always been the Gentleman's Sports Car, and that for me has always been the appeal - it's why I've owned 3 of them, and why I have no interest in owning a Ferrari or a Lambo. They've fired pretty much everyone there except the one person who's most responsible: Reichman.
An interesting post. I'm an investor in AM - not remotely a big one but enough for me to be interested. I've never owned a Ferrari or, for that matter, an Aston - I used to race Lambos but wouln't be seen dead in one on the road. But I do wonder if your placement for Aston is already taken by Bentley? They are beautiful to drive, incredibly capable, have great interiors and tech - where AM have historically been woeful. So can a small company compete or does it go off at 5 degrees to find somewhere else to nest? I'm not a fan of their designs and agree change is needed - but if Stroll can find a niche for his brand: and brands is what he is good at, Aston supported by the current amazing F1 team might just make it. My pension and I are cheering him on.
Seems to me when God offered you eyes, you refused, Symanski.
Beautiful, yes, but as beautiful as the previous generation? Debatable. The new cars are not a big enough step forward. The Ferrari Roma showed us what this generation of Astons should have looked like.
Nah, Roma is a beautiful car but too fine and delicate for an Aston.
Yep, the cars certainly are striking. Bold, agressive, classy, handsome. More 'brutish' than most but still elegant. Reichman has done his job, and done it very well. Now if the engineers can get the tech, quality and refinement right, AM has a fighting chance. God save the queen!