RE: All good news ... 4 Articles in Autocar today.10 Feb 2022 18:01
It's interesting to read the Autocar articles, particularly regarding the redesign of the Vantage, DB11 and DBS. The consensus is that these will be very significant redesigns and reposition the cars to achieve 4,000 vehicle sales per annum. That sounds very achievable considering the current line up achieved 3,000 units in 2021 and you have already the soon to be released Vantage V12 to boost this year's figures considerably.
I'm struck by just how much the company is bringing to the market place in a very short time:
Valkyrie
Valkyrie spider
Valhalla
DBX 6 cylinder hybrid
DBX 707
Vantage V12
Vantage redesign
DBS redesign
DB11 redesign
This all equates to 9 models in a two and a half year period since Tobias Moers took over as CEO. It's worth remembering that there wouldn't have been a functioning Aston Martin today without Laurence Stroll. Andy Palmer did a lot of things right but dropped the focus of the company completely with the Vantage redesign ( Marek Reichman also wholly at fault ). The car should never have been signed off and only through huge discounts were prospective buyers persuaded to take the cars. The company had signed off it's own death warrant and through good fortune someone came along who saw an opportunity to save this iconic brand. It appears Tobias Moers is a hard task master but thank goodness he is. He's also brought the top engine man from AMG who knows the V8 engine from the sump upwards and this will, with a significant redesign, form the basis of the power unit for the Valhalla and Vanquish.
Herr Moers has made significant efficiencies to the operations of the two factories at Gaydon and St Athan. They amount cumulatively to an eight figure sum. I draw comparisons with Rolls Royce and Bentley and how long it took BMW and Bentley to turn their two acquisitions around and Aston Martin are moving far, far more quickly.
With regards to volumes and turnover and AVP, I've already given my estimations for 2022, but I reiterate again that 7,000 to 7,200 vehicles is completely achievable with an AVP of circa £200,000 and turnover in the region of £1.425 Billion.
That's one heck of a sea change.