RE: AML30 Oct 2020 11:26
If you go back to the early 2000s one of the criticisms levelled at AML was that all their cars looked the same. From the front, DB9, Vantage, DBS, Vanquish. A lot of people couldn't tell them apart. I still love the original DB9 and Vantage, but I'm a dinosaur and still massively enjoy the original Mini Cooper S. Oh, and I also prefer analogue instruments, something endlessly classy about them.
Latterly, for the last decade, people have been changing to SUVs. They're easier to get into and afford a better view. How many people drive these on their door handles- not many. The start up costs for AML to enter this market were massive. Rolls Royce and Bentley and Lamborghini did it because they had very rich parents. AML did it on their own which pretty well bankrupted them, but now they have the prettiest (subjective) of high end SUVs. RR and Bentley sell masses of their ugly incarnations, but it's the badge that most people are buying. AML have an equally prestigious badge plus a great looker. Derivatives to follow will only expand the appeal.
Which takes us to their GT/Sports cars and opinions will be divided. Valkyrie and Valhallah are Adrian Newey designs and Vanquish will he an AML in house design, but somewhat more affordable. DB11 is lovely, a little fussy in places whilst the DBS sits there wanting to eat you and that's before it's even moved. I'm not a fan of massive grilles but DBS has to breathe a heck of a lot of fresh air so hands were somewhat tied during the design execution. That doesn't apply to Audis and BMW 4 series. Their grilles have just become hideous and it's not just me saying it. My brother's an Audi convert and he says the same. The Aston Speedster was in house and I'd have one of those in a flash, but I don't have any wealthy relatives about to pop off.
Which brings us to the Vantage. I never liked the front end - it reminded me of a bottom feeding fish. I remember the criticism when I made these comments on this site over 6 months ago and was frequently called some pretty awful names. But they've addressed it and now you can have a more contemporary grille. Other than that, the only criticisms are interior and instrument related and hopefully and it looks to be the case, the new agreement will allow Aston to use current generation Mercedes tech. However, if I was ordering one of these models I'd still specify many of the instruments to be analogue. AML probably wouldn't let me.
AML have an exciting product range and big plans. I wouldn't be invested in them if I didn't think they could be turned around. In the past and not so distant past, their product range was limited and they weren't appealing to new buyers. The launch of the DBX and two hypercars shows they can bring the products to the marketplace where the growing demand is and also for the super wealthy. Their styling won't always please everyone but that's why we have choices.