Ferrari Roma24 May 2020 18:09
When I first read the year end accounts for AML two comments struck me - one from Marek Reichman and the other from Andy Palmer. Mr Reichman said AML were not body stylists but Design Engineers whereas Mr Palmer referred to the beauty of the new Vantage model. I find Mr Reichman's comments certainly closer to the mark, but sadly also one of the main reasons the Vantage has not been selling and those that have have needed to be discounted.
Since the early 60s Astons have been extremely handsome, veering on beautiful, with a couple of exceptions. The new Vantage misses the mark from the A pillar forward and the beauty of the new Roma is stylistically uncannily close to the DB10 from the front. What a shame Aston didn't apply some design nous to the model before it was released and look at how Ferrari apply passion to the design of their cars. The Roma, whilst being a clone of the DB10 from the front does exhibit style in abundance to it's headlights, something Aston has missed on the Vantage, Valkyrie and Valhallah. It's a small feature but people paying large sums expect uniqueness as well as emotion in the execution of a high premium car.
It's also relevant to point out that the success of the Lambo SUV has been based on the underpinnings of an Audi Q7, Bentayga and also, I believe, the Cayenne. It's a very cost effective and profitable exercise, particularly since the Lambo price is twice that of the Q7. Sadly, Aston cannot do the same as they are a stand alone company.
I hope Aston succeed with the DBX. It is a very pretty car compared to the ugliness of the Bentayga and Cullinan. But they need to apply some design common sense and passion in the execution of their core vehicles. People buy premium cars with a considerable degree of emotion. Aston need to show the same.