The carmaker synonymous with Ian Fleming’s fictional superspy is in a tight spot. Just how bad does it look for Aston Martin?
It really wasn’t supposed to go this way. Following in the footsteps of Ferrari, in the wake of their highly successful floatation on the stock market, Aston Martin’s fortunes, while shining fleetingly, increasingly look like reverting to all too familiar type. But this time the stakes are much higher.
Ever the British second fiddle to the eternally gilded Maranello stallion, Aston’s Martin’s balance sheets can only be viewed as consistent insofar as they inevitably end up drowned in scarlet ink. Last year AML was floated on the stock exchange, its management attempting to Continue reading “No Mr. Bond, I Expect You To Die”
A recent announcement by Aston Martin that it will go off road soon confirms that the ranks of aristo SUV’s are now filled, just about. Anything is now possible.
The Cadillac Escalade arrived first in 1999, an SUV from a marque known for limousines and stately sedans. Because Cadillac’s brand value lay in the ditch by then, nobody minded much: more kitsch, they said. However, it was an inspirational move from a brand that has often – though unintentionally – led the way. Lincoln dressed up a Ford pick-up to make it into the Blackwood in 2001 and got a three year run before really piling on the trim for the 2005 Mark LT. Continue reading “They’re All At It Now (nearly)”