When Brand’s Like Aston Martin Start Saying Exclusivity, They Usually See Dollar Signs Too

At this point, even those living under the most obscure rock know that almost every automotive company – aside from Tesla it seems – took a major hit during the COVID-19 pandemic. Aston Martin was on the bad side of that too, with sales down some 64-percent in the first half of 2020 and a total revenue of just £146 million. The company’s plan to bounce back includes “rebalancing supply to demand” and reducing production of key sports car lines to focus more on the DBX SUV. Part of this profitability increase means cutting 500 jobs, but I also see a hidden message that says “give us more money.” Let me explain.

Aston Martin is Looking to Increase Exclusivity

Prediction: Aston Martin Cars Will Get More Expensive Post Pandemic Exterior
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When you consider the fact that the Aston Martin Vantage is the most “affordable” car you can get from the automaker at just $156,000 and the only car below the $200,000 threshold (aside from the $193,000 DVX), you would assume the brand is already pretty damn exclusive. I bet not too many of you reading this could comfortably afford one, and I know I sure couldn’t. But, if the company is going to stay in business, it needs to increase profitability and, while the company won’t come right out and say it, I’m willing to bet Aston Martin’s lineup will be a bit more expensive in the coming years. Why do I say that? Good question.

The truth is, folks, that the words “exclusivity” and “lower wholesale volumes” don’t exactly exude the concept of cheaper pricing, and those are the exact works we’re hearing come from Aston Martin. To be more specific, Aston Martin’s new chairman, Lawrence Stroll emphasized the brand’s plans for the future to Autocar:

Prediction: Aston Martin Cars Will Get More Expensive Post Pandemic Exterior
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“This has been a very intense and challenging six months. We have been fully engaged in executing the initial reset in order to achieve our ambition to build Aston Martin into one of the great global luxury car brands. Our ambition for the company is significant, clear and only matched by our determination to succeed, to transform Aston Martin and capture the huge and exciting opportunity ahead of us.”

To do that, however, the company feel sit needs to restore exclusivity and reduce production for most vehicles while focusing on the DBX SUV:

Prediction: Aston Martin Cars Will Get More Expensive Post Pandemic Exterior
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”We are restoring exclusivity to our sports cars, rebalancing supply to demand, which, in the short term, means lower wholesale volumes but is necessary for future success. The new DBX is critical to our successful future and I am delighted that, after more than a month of closure, production restarted and initial deliveries have now been made.”

As I said before, you know that with exclusivity comes higher prices, and that’s wholeheartedly what I predict we’ll see from Aston Martin in the future. The DBX has a very good chance of being successful given the desire for high-dollar, luxury SUVs over cars, but would you be willing to pay more than $200,000 for a base, un-optioned Vantage? How about $310,000 for a Vanquish or $330,000 for a DBS? Well, if you’re in the upper percentage of people who can afford cars with these kinds of price tags, you might not have much of a choice.

Prediction: Aston Martin Cars Will Get More Expensive Post Pandemic Exterior
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The good news that comes out of this is that the company is under good leadership, and it’s certainly looking to stay on the map for a long time to come. So, Aston Martin will likely survive, but we could see higher prices, fewer sports cars, and a lot of other interesting developments in the future.

Source: Autocar

Robert Moore
Editor-in-Chief and Automotive Expert - robert@topsped.com
Robert has been an auto enthusiast his entire life. He started working cars at a young age, learning the basics from his father in the home garage on the weekends. As time went on, Robert became more and more interested in cars and convinced his father to teach him how to drive when he was just 13 years old. Robert continued working on cars in his free time and learned as much as he could about engines, transmissions, and car electrical systems, something that only fed his curiosity more and eventually led him to earn a bachelors degree in automotive technology with a primary focus on engine performance and transmission rebuilding.  Read More
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