Here’s the future of the Aston Martin

GENEVA — Aston Martin has been to the brink of bankruptcy more than a few times in its 100-year history.

Andy Palmer, the automaker’s new chief executive, wants to get the car maker back on solid ground for good.

A vital piece of the puzzle is the company’s deal with Germany’s Daimler, the parent company of Mercedes-Benz and Smart, which owns a small stake in Aston. Daimler is developing engines and electronics for the legendary sports car maker.

That frees up Aston Martin to focus on other things, like the smokin’ hot designs it unveiled at the Geneva Motor Show.

The Aston Martin Vulcan is powered by a 7-liter V12 engine designed to produce something over 800 horsepower. It’s engineered for the track, not the street, and only 24 will be built, selling for well over $2 million each.

The Vulcan’s body is made entirely from carbon fiber. The design is extreme but, according to Aston Martin, it contains elements that will appear in more mainstream Aston Martin cars coming in the future.

Of course, it’s hard for a car company to survive by selling only expensive sports cars. Aston needs to branch out, Palmer admitted. That was the point of Aston Martin’s other major unveiling in Geneva, a crossover concept vehicle called the DBX.

The DBX is a two-door machine with a coupe shape that barely looks like a crossover SUV at all. In fact, it looks almost like a slightly inflated sports car. In case you haven’t noticed, crossover SUVs are the automotive industry’s current addiction. And for good reason. The public’s appetite for them is insatiable no matter the size, no matter the price.

Not only is Aston working on one, but so is Bentley, Rolls-Royce, Lamborghini and Maserati.

The concept version of the DBX also happens to be an all-electric plug-in vehicle.

That’s remarkable since rumbling, chest-rattling engine sound is crucial to the Aston Martin experience, Palmer said. But a model line-up full of burbling V12s and V8s won’t meet new emissions requirements in Europe. So Aston may make emission-free all-electric vehicles in order to average things out.

Also in Geneva, Aston Martin displayed a four-door Lagonda sedan that the company hopes will broaden out the appeal of its brand. The Lagonda isn’t available in the U.S. yet, but it will be at some point.

Even though Aston Martin plans to sell crossover SUVs and full-sized sedans, it’s the sport cars that will always define its brand, Palmer insisted.

ad-high_impact_4
Life
Kids become firefighters at Fire Station 98 open house
Henderson residents wore fire hats, learned about CPR and met firefighters at the Fire Station 98 open house Saturday, August 11, 2018. (Marcus Villagran Las Vegas Review-Journal) @brokejournalist
People from all over the world attend RollerCon 2018
RollerCon 2018 is a five-day convention focused on the roller derby community and culture at Westgate in Las Vegas. (Marcus Villagran/Las Vegas Review-Journal) @brokejournalist
Camp Broadway teaches kids how to sing and dance
The Smith Center's seventh annual Camp Broadway musical theater program gives 150 kids ages 6-17 an opportunity to learn musical theater skills from industry professionals over a five-day period. Marcus Villagran/ Las Vegas Review-Journal @brokejournalist
Las Vegas police officer on being PETA's Sexiest Vegan Next Door
Las Vegas police officer David Anthony talks vegan lifestyle and how he feels about being voted PETA's sexiest Vegan next door from his home on Monday, July 9, 2018. (Marcus Villagran/Las Vegas Review-Journal) @brokejournalist
'NO H8' Campaign comes to Las Vegas
Hundreds of locals participate in the NO H8 campaign founded by Adam Bouska and Jeff Parshley as a response to Proposition 8, a California ban on same-sex marriage. The campaign has since evolved to represent equal treatment for all. (Marcus Villagran/Las Vegas Review-Journal) @brokejournalist
Over 40,000 People Attend The 4th Of July Parade In Summerlin In Las Vegas
Over 40,000 People Attend The 4th Of July Parade In Summerlin In Las Vegas. (Janna Karel Las Vegas Review-Journal)
Star Wars and Golden Knights mashup at downtown art shop
Star Wars and Vegas Golden Knights fans attend the Boba Fett Golden Knight Paint Class at The Bubblegum Gallery in Las Vegas, Friday, June 29, 2018. (Marcus Villagran/Las Vegas Review-Journal) @brokejournalist
Bark-Andre Furry meets Capitals superfan Ovie the Bulldog
Two of NHL's furriest fans met at the Forum Shops in Caesars Palace on Tuesday, June 18, 2018, in Las Vegas. Vegas Golden Knights superfan Bark-Andre Furry and Washington Capitals superfan Ovie the Bulldog shared a plate of meatballs and spaghetti with help from Logan, "The Girl with the Hat." (Marcus Villagran/Las Vegas Review-Journal) @brokejournalist
TOP NEWS
News Headlines
Add Event
Home Front Page Footer Listing
Circular
You May Like

You May Like