The high end luxury automaker is looking to be known for more than making just sports cars, many of which have been aided in their success by the featuring of these cars in the various James Bond films. The idea is to begin to offer not just the sports cars but also high end luxury performance vehicles. If this change is successful the company is seriously considering the opportunity to have an IPO offering in the near future, but currently that would require cash and a trimmer workforce to make the required changes to be solvent on the market.
A change in the market regarding a company has often been a dicey venture and one that can be met with desperation and turmoil. Aston Martin seems poised and well educated regarding the position it holds and the hurdles it must jump over to reach to the advanced position they are looking for. Part of this change has come in the form of looking to cut specific models out of the lineup if they aren’t performing and also to cut back on the workforce, mostly white collar workers so far, to streamline efficiencies and continue to be a cash rich brand name.
As for this new direction, the idea of offering high end luxury cars over the super exotic and exclusive sports cars means more production will be needed. The idea is to appeal to a larger customer base that can afford these vehicles. With this in mind the lineup for Aston Martin has already been expanded to give us several more vehicles to admire and be ready to add to the collection. These new models will feature the luxury equipment we want to see on vehicles that are more affordable than the sports cars have been thus far.
When you look at the new lineup from Aston Martin you will see the sedans that have already begun to fill our thought process. These include the Rapide and Lagonda Taraf which will likely see an expansion to offer an electric version of the Rapide and at least one more model of the Lagonda. The DBX is expected to add a crossover to the mix and be presented in 2019 and the entire lineup will be rounded out by the coupes that have made the name famous such as the new DB11 that will be present in 2016 and the new Vanquish and Vantage models that will come soon after.
What does this mean for Aston Martin? If they are successful in pulling this off and becoming more than just the maker of high end luxury coupe sports cars they will be able to show the increase in profits and sales that will make the offer of an IPO a reality. Once an IPO has been established the expansion of Aston Martin can skyrocket and we may see them become a direct competitor with BMW and Mercedes- Benz while still offering some of the high end products that we love so much.
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