The Bez legacy
Discussion
Much has been written and said by Dr. Bez on how he saved Aston Martin and made it into the company it is today. As he is so keen to take credit for what he created the linked article is quite interesting. Seems he left them in a bigger mess than anyone realised.
http://oppositelock.jalopnik.com/could-new-safety-...
The interesting thing is the linked documents AM had to file when asking for a hardship exemption, they paint a poor picture of declining sales and lack of funds.
http://www.regulations.gov/contentStreamer?objectI...
http://www.regulations.gov/contentStreamer?objectI...
http://oppositelock.jalopnik.com/could-new-safety-...
The interesting thing is the linked documents AM had to file when asking for a hardship exemption, they paint a poor picture of declining sales and lack of funds.
http://www.regulations.gov/contentStreamer?objectI...
http://www.regulations.gov/contentStreamer?objectI...
complete tit! I learnt something else about him today that just confirms it 
To those of us interested in AML corporate matters, these documents are fascinating.
Thank you very much for posting.
I keep a topic about the UK sales numbers of AM up to date, and it does include some worldwide estimates. It is helpful therefore, to see the official worldwide numbers.
So we now know. - A new DB9 due in 2016, and a new Vantage due in 2017.
The blame for the sales drop is stated as; 'due to the global recession', and 'due to the credit crisis'.
We had a Prime Minister who frequently used those phrases. He went, but unfortunately his enormous debts did not go with him.
AMLs sales drop certainly was partly affected by the ending of the debt boom (some customers even cancelled their orders), but it was the initial excitement over the introduction of the Vantage, that first boosted sales to that record level. Very long motor car model runs, always result in a sales 'slow down', and that is what has happened, particularly with the Vanatge.
The documents do indeed explain much of what has been happening within the company. The sales volume for 2012 was only 3,786 odd cars, second lowest to 2009 at 3,131 (the height of the Global recession). Since then the markets have returned but AML, under Bez's leadership, was unable to capitalise on improvements to the financial situation worldwide and the emergence of new markets like China. Expect to see even fewer cars sold in 2013 and 2014.
Even if they do get an exemption they only expect to sell 670 V8/DB9s until the new model arrives. They still have to drop the AMG V8 into the existing models but this may be cancelled due to lack of funds and the AMG/AML integration wont occur until 2016 at the earliest.
One note in the documents that is particularly revealing is the loss attributed to the Cygnet, Bez's greatest folly. Listed as "Impairment of Cygnet tangible and intangible assets" it shows a loss of £12 Million!
Even if they do get an exemption they only expect to sell 670 V8/DB9s until the new model arrives. They still have to drop the AMG V8 into the existing models but this may be cancelled due to lack of funds and the AMG/AML integration wont occur until 2016 at the earliest.
One note in the documents that is particularly revealing is the loss attributed to the Cygnet, Bez's greatest folly. Listed as "Impairment of Cygnet tangible and intangible assets" it shows a loss of £12 Million!
The last line pf the first report:-
"Do you think Aston Martin could survive in America on two models? Further, is the brand still relevant in America? If you ask me what they really need is a SUV and an entry-level roadster".
Porsche now sell more SUV's than sports cars and the Boxster and Cayman outsell the 911.
After two Vantages with no real changes in the car and after many months of looking at Audi R8, Jaguar F Type, Lotus Exige Roadster, I have put a deposit down on a Boxster GTS.
It feels sad as I have always bought "British" sports cars but I have to scratch the Porsche itch and hopefully in a few years will be back to AM when (if) the new Vantage appears, just hope that AM can hold out.
"Do you think Aston Martin could survive in America on two models? Further, is the brand still relevant in America? If you ask me what they really need is a SUV and an entry-level roadster".
Porsche now sell more SUV's than sports cars and the Boxster and Cayman outsell the 911.
After two Vantages with no real changes in the car and after many months of looking at Audi R8, Jaguar F Type, Lotus Exige Roadster, I have put a deposit down on a Boxster GTS.
It feels sad as I have always bought "British" sports cars but I have to scratch the Porsche itch and hopefully in a few years will be back to AM when (if) the new Vantage appears, just hope that AM can hold out.
Vantagefan said:
yeti said:
Oh, plenty of us realised. But it was considered poor form to say anything negative about St Ulrich.
Really? I must not have received that memo. The man was frustrating to work for, to say the least.http://www.pistonheads.com/gassing/topic.asp?h=5&a...
I have often proposed that an entry level roadster and an SUV or 4WD sports back would enhance the range.
My concern is that when/ if the new models arrive Aston might considerably hike prices (as Ferrari).
Many comment on the high prices of the new Jaguar F Type and how the prices do not reflect the perceived place in the market that marque represents.
If Aston intend to dramatically increase volume sales they need to price the range carefully to compete with the fierce competition from other brands.
I would suggest a range of £70K to £150k would be sensible with £180K at the top end (Vanquish type).
My concern is that when/ if the new models arrive Aston might considerably hike prices (as Ferrari).
Many comment on the high prices of the new Jaguar F Type and how the prices do not reflect the perceived place in the market that marque represents.
If Aston intend to dramatically increase volume sales they need to price the range carefully to compete with the fierce competition from other brands.
I would suggest a range of £70K to £150k would be sensible with £180K at the top end (Vanquish type).
An SUV is a complete no brainer. We have to get away from the idea of what we as individual buyers might like to instead recognise the benefit to the brand/company as a whole surviving - it simply has to (and will) be done
An entry level roadster is a difficult balance - too cheap and it will devalue the brand, too expensive and it won't sell
Answer is to have 3 very different levels of performance in Vantage replacement. It's harder to achieve with the weight of current Astons, as a difference of say 100bhp per model translates less in performance differences for a 1,700kg car than a 1,400kg car.
But if they do an entry level 6 cylinder with less equipment, a mid/top range V8 (whether turbo or N/A) and then an out & out barnstormer (V8 turbo or V12) with more power & semi stripped out, so not just faster but leaner & more hardcore too, that could create meaningful performance differentials & in turn, meaningful price differences, say £75/80k, £100/110k & £125/135k in todays money for the 3 models
But I actually think it's at the top where there is more room for AM. They could do a mini ONE77 with a unique body, 650+bhp, 2 seat, £250-300k and that would be very profitable for them. If Zag had not been limited edition and had an extra 100bhp, sold at say 300k, it would have done really well - that was of course the original intention (power/pricewise)
Apart from Vantage and the possibility of a Halo car as described above, the other thing they need to sort out is the twin GTs (DB9 & Vanquish) - there is simply too much price difference for cars that perform so similarly. Especially true when one considers IMO it appears power on Vanquish is overstated & on DB9, understated. I bet the difference on paper of 55bhp is closer to 25/30 bhp if measured in the same way. I'm not sure there is room for 2 GTs with such narrow performance differences, especially when one costs 50% more than the other. It must confuse buyers
An entry level roadster is a difficult balance - too cheap and it will devalue the brand, too expensive and it won't sell
Answer is to have 3 very different levels of performance in Vantage replacement. It's harder to achieve with the weight of current Astons, as a difference of say 100bhp per model translates less in performance differences for a 1,700kg car than a 1,400kg car.
But if they do an entry level 6 cylinder with less equipment, a mid/top range V8 (whether turbo or N/A) and then an out & out barnstormer (V8 turbo or V12) with more power & semi stripped out, so not just faster but leaner & more hardcore too, that could create meaningful performance differentials & in turn, meaningful price differences, say £75/80k, £100/110k & £125/135k in todays money for the 3 models
But I actually think it's at the top where there is more room for AM. They could do a mini ONE77 with a unique body, 650+bhp, 2 seat, £250-300k and that would be very profitable for them. If Zag had not been limited edition and had an extra 100bhp, sold at say 300k, it would have done really well - that was of course the original intention (power/pricewise)
Apart from Vantage and the possibility of a Halo car as described above, the other thing they need to sort out is the twin GTs (DB9 & Vanquish) - there is simply too much price difference for cars that perform so similarly. Especially true when one considers IMO it appears power on Vanquish is overstated & on DB9, understated. I bet the difference on paper of 55bhp is closer to 25/30 bhp if measured in the same way. I'm not sure there is room for 2 GTs with such narrow performance differences, especially when one costs 50% more than the other. It must confuse buyers
To be fair I think Bez did well in the first five years what with db9 and vantage. The later years though have not been good in my opinion. Poor choices of product investment. Cygnet, Rapide probably, no SUV, Virage as a rip off db9 facelift, no new interior/dashboard so owners have little reason to change (I say that as -a buyer of a new db9 in 2007).
Bentley and ferrari are storming away . I guess AMl are making the best of what they've got ie vantage s refresh, db9 facelift properly marketed but it's too slow so they don't catch up.
And I've been a lover of the brand for 30 years. Apart from some poor main dealer service and paint bubbling .
Bentley and ferrari are storming away . I guess AMl are making the best of what they've got ie vantage s refresh, db9 facelift properly marketed but it's too slow so they don't catch up.
And I've been a lover of the brand for 30 years. Apart from some poor main dealer service and paint bubbling .
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