- Oct 21, 2008
Aston Martin to move further upmarket?
Click above for high-res gallery of the 2009 Aston Martin V8 Vantage
Such is the logic of luxury economics: charge tens of thousands of dollars more for the same product, sell fewer of them and boost the balance sheet and your brand's long-term viability. That is what Aston Martin's considering for the next phase of its business plan, which runs from roughly 2011 to 2019 and will see the launch of DB9 and Vantage successors, the Rapide, and the renewed Lagonda brand.
The Vantage and DB9 are big sellers for Aston, but the company might be unsure of how to sustain the momentum. One option is to move the price of the $113,000 Vantage closer to the $171,000 DB9, and move that latter car closer to the $265,000 DBS, sell fewer of them but make more money. The DB9 does strike us as a (relative) bargain – it's cheaper than a Bentley GT -- but pricing the Vantage closer to the DB9 would seem to wreck its business case as a 911 fighter. Another option could be to replace the Vantage or DB9 with a mid-engined sports car, which could be drool-worthy and well worth the price bump... but perhaps un-Aston-like.
AutoWeek also appears to report that the One-77 isn't sold out, writing "Although Aston has said that it would make a maximum of 77 cars, insiders privately say the market is closer to 25." We don't know how that could be, unless a bunch of the 100 people who applied to buy the car were just kidding...