New chairman Lawrence Stroll’s plan to help Aston Martin return to a position where it can compete fairly with giants like Ferrari will begin with learning to their strengths.
In particular, the expansion of the vehicle customization program is expected to bring higher profits for the brand in the first phase.
In addition, Aston Martin has also secured its future in the electrified race thanks to the backing of its partner and main shareholder, Mercedes-Benz. The German luxury car company currently has a fairly complete lineup of electric vehicles with technological advancements in the electric drive segment no less than anyone.
Aston Martin DBX707 can be considered as a highly customized configuration of the best-selling SUV of the DBX brand.
According to current Aston Martin CEO Tobias Moers, when he came to take over the above position, the British brand was too focused on production that forgot about the customization program. “For a luxury car company that approach is really crazy. At a company of this size, you need maximum versatility and flexibility,” he told Reuters.
Since the former Mercedes-AMG leader became CEO of Aston Martin in 2020, the number of orders with car customization of the British brand has increased from 6% to… 50% – an extremely impressive growth and Although it still falls short of the customization rate Ferrari achieves (55%), they expect to soon surpass that number in the future by offering even more customization options from the seats, steering wheel to the stitching.
“Customizing vehicles on popular Mercedes-Benz models in the past has been a nightmare for me, we wanted to simplify the production line in the most efficient way possible. However, for Aston Martin, it was again. is the ultimate goal to be targeted,” the CEO shared.
Aston Martin Valkyrie is one of the “reputable” projects outlined by the British automaker’s leadership, but up to the present time it can be considered ineffective.
Still according to the leader, supercars require a long and expensive investment process like Valkyrie will not reappear. Instead, they will focus on lower sports cars with the same sales target as Ferrari (10,000 cars/year) from 2025 onwards.
Reference: Reuters
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