RE: 450 Million ?14 May 2020 11:09
The principal reason Aston have struggled, aside from the impact of the Corona virus, is that the new Vantage did not deliver the expected sales and that was mainly down to styling. The rear and most of the side view is beautiful. The front end and headlights are bland and don't tempt the senses. For some reason the most beautiful of Aston assets, the horizontal grille, was binned. They have finally addressed this on the Volante, but it took too long. The headlights have also given a poor impression - shapeless, small and not deserving on a high end sports car. Buyers expect to be wowed and the front view of the Vantage never did this. The side vent behind the front wheel also didn't balance with the rest of the design. An indent should have continued into the door skin rather than just ending abruptly.
Ferraris sell as much as anything on styling. They grip the heart and visually appeal to the senses. Aston have followed a slightly odd design route for a few years. The DB10 never grabbed me nor the new Vantage. The restyling has pretty well addressed this now, but it took too long. The previous Vantage was gorgeous, now the new one has finally become what it should have been originally.
By all accounts the DBX is a beautiful car and first reports support this. It deserves to turn round Aston Martin - just dreadfully bad timing with the pandemic. The road tests I have seen praise it to the heavens, and handsome veering on beautiful it certainly is. Certainly knocks the Bentayga and Cullinan into the weeds, both quite ugly cars.