2010 Aston Martin Rapide – Click above for high-res image gallery

If you read the reports of Aston Martin shifting production of its Rapide from its Magna Steyr contract facility in Austria to its own plant in England, and wondered how the company could absorb another assembly line, we could have our answer right here.

According to reports, Aston is preparing to significantly cut production of the Rapide in response to lagging sales. The four-door Aston was planned in 2007 for 2000 units per year, but shortly after that, the global luxury market collapsed, and sales prospects for the four-door coupe began to dwindle.

As a result, production of the Rapide could be reduced to just 1,250 units per year, or even further. And if one model's sales are dwindling, we might assume that some of the others – such as the Vantage or DB9/DBS lines – could be cutting back production as well, leaving excess capacity at the company's headquarters in Gaydon, Warwickshire.

Whether demand is there or not, sources estimate that the premature termination of the Magna Steyr deal could end up costing Aston as much as £10 million – that's over $16 million at current exchange rates.


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    • 1 Second Ago
  • 19 Comments
      bugo
      • 3 Years Ago
      For the last time, there's no such thing as a "four door coupe." Is there a such thing as a V8 six cylinder engine? I didn't think so.
        Evan McMiller
        • 3 Years Ago
        @bugo
        Technically there is, Coupe can be used to refer to the style of the car, especially its roofline. It's more about the style of the car than the number of doors.
      • 3 Years Ago
      [blocked]
      black republican
      • 3 Years Ago
      A Porsche Panamera, loaded tops out at about $150,000. The Rapide starts at $209,000. I would much rather have a Rapide than the Panamera but, I don't have a quarter of a million dollars to spend on a car.
        HaterSlayer
        • 3 Years Ago
        @black republican
        Yeah, but the Rapide starts around the price of the Continental GT and I'd rather have the Rapide than the CGT.
      M-D
      • 3 Years Ago
      Wait...you mean product-placing the Rapide on "NCIS: Los Angeles" hasn't driven potential buyers to Aston dealerships? Whodathunkit?!? (Seriously - an undercover federal agent driving a Rapide - as his DAY TO DAY vehicle?)
        • 3 Years Ago
        @M-D
        [blocked]
      Judah Richardson
      • 3 Years Ago
      Beautiful car, but every review I read dinged it for the interior and relatively poor performance compared to the Panamera - its only real competition.
      hdcjm1
      • 3 Years Ago
      so sales are slumping all around, and they wanna produce the lagonda? hmmm guess we can draw parallels from the lagonda and the cayenne. From what i have seen of the lagonda so far i dont care much for. The new cayenne looks awesome in my opinion, and probably the cayenne would be even cheaper like the panamara in turbo S form then the lagonda will, and probably out perform it as well. I like astons a lot and the rapide as well, but i feel the lagonda is going to be a complete failure. good luck aston!
      • 3 Years Ago
      [blocked]
      cypherxx666xx
      • 3 Years Ago
      The Panamera is the better car by a country mile! The Rapide may look nice but that´s not enough, esp. for such a brave price tag. Do u remember when people on here were saying the panamera is butt ugly and will not sell and the Rapide is gorgeous and will sell very well. boom! the opposite happened.
      Jac Zobel de Ayala
      • 3 Years Ago
      You get like 3 Jaguar XJs for one Rapide. And they have funny British engineering, too.
      Gaijin
      • 3 Years Ago
      Aston Martin excuse is the market began too collapse. HMMMMMM Porsche is doing very well with their Panamera and as much might claim to say that is is ugly......take a drive! True is.....Beauty does lie in the eyes of the beholder The Rapide is not exactly beautiful either!
      personGR
      • 3 Years Ago
      Slow sales? And it's official: humanity has a bad taste...
      Evan McMiller
      • 3 Years Ago
      Honestly, the Rapide is just out of its league. And I'm sorry, a stretched DB9 with two extra doors is ungainly, awkward, and lazy.
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