Aston Martin will increase the exclusivity of its most exclusive products, which is a smart move.
At the Monaco Grand Prix, Aston Martin executive chairman Lawrence Stroll revealed that plans for a relatively mass-produced mid-engine supercar have ended; future supercars with a mid-mounted motor will be presented in restricted production numbers.
Stroll stated in an interview with Autocar that "volume wasn't important" for Aston Martin's mid-engine vehicles and that the company will instead concentrate on profitability and exclusivity, following in the footsteps of Ferrari, which intentionally limits production in order to maintain exclusivity and strong residual values.
Aston Martin has reversed course somewhat abruptly as a result of this. A small mid-engine supercar that would sit below the Valhalla was shown off in 2019 as the Aston Martin Vanquish Vision Concept. Before Stroll's Yew Tree consortium took over Aston Martin, the announcement of a mid-engine supercar similar to the Ferrari 296 GTB was made. Since that management change, big changes have been happening at Aston Martin as it tries to be seen in the same light as other exclusive brands. Choosing to make mid-engine supercars more exclusive is a great idea. Front-engine vehicles like the new DB12 and upcoming Vantage can account for volume sales to maintain turnover, whereas mid-engine supercars will automatically become more desirable and intriguing because they won't be easy to get to.
It is likely that Aston Martin will first and foremost offer such exclusive models to its most devoted customers, which will help to strengthen brand loyalty and enhance the marque's image.
It's similar to the Porsche 911. You can purchase a base Carrera, a GTS, or a 911 Super anytime; however, vehicles like the GT3 RS are restricted by the creation limit, and that makes such vehicles more attractive. Tobias Moers, a former CEO of Aston Martin, told CarBuzz last year that the company would not allow all of its offerings to be electric. Mid-motor Aston Martins won't go electric," said Moers. "The mid-engine program will never go electric, but front-engine sports cars and SUVs can be electric.
Although Moers is no longer the company's CEO, the announcement was made a long time after Stroll's consortium assumed control, and the British manufacturer is unlikely to reconsider this decision.
Aston Martin will present half-breeds and a full EV soon, giving it a drawn-out future. Restrictive mid-motor vehicles like the Valhalla and whatever follows them will expand their image and allure.
In a nutshell, Aston Martin appears to have a well-defined plan for the future, and for the first time in a long time, the company's prospects appear very bright. I must acknowledge Mr. Stroll.
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Choosing to make mid-engine supercars more exclusive is a great idea. Front-engine vehicles like the new DB12 and upcoming Vantage can account for volume sales to maintain turnover, whereas mid-engine supercars will automatically become more desirable and intriguing because they won't be easy to get to.
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