Scott Report on AML. Balanced read.......27 Apr 2026 12:23
Aston Martin: hugely valuable brand, equally badly managed
Since early 2020, Aston Martin Lagonda has been under Lawrence Stroll and his Yew Tree Consortium. AML has relaunched its core product range, invested heavily in Formula 1, and churned out an endless series of specials. It has also chewed through multiple CEOs and leadership teams, making the Trump White House look like a bastion of stability. The “world’s most desirable, ultra-luxury British performance brand” Stroll announced in 2020 simply hasn’t materialized. Wholesale numbers fell 9% in 2024 and a further 10% in 2025. The only thing AML has consistently grown is its debt pile.
On paper, the strategy — product relaunch, constant stream of specials, F1 investment — isn’t far from Ferrari’s playbook. Why then does one have a market cap of $60 billion and the other less than £500 million? Execution. Ferrari has run a textbook scarcity-demand model for years. AML throws any pretense of demand management out the window every Q4 by loading dealers, then spends the following year unwinding the mess that creates. The specials programme has compounded the damage: the Valour’s secondary-market collapse, the protracted Valhalla delays, and evaporating residual values on recent limited editions. Combined, these actions have broken the implicit promise that makes ultra-luxury cars worth buying. Ferrari’s waitlists exist because a significant number of customers believe they are investing in assets that will likely hold value, with high potential for appreciation. AML has undermined that belief among exactly the collectors it most needs to cultivate and rebuilding it will require years of supply discipline that the company has never demonstrated. The cars themselves, after the latest product relaunch, are better than they have been in a generation, even if the basic design language has gotten further bastardized with every new iteration. The underlying product is not the problem. The management of it is. On this my friend and I violently agreed and it’s the reason why we believe Aston Martin is far from deserving Last Rites.
At the end of the day, it is Aston Martin’s hugely resilient strength as a global brand that makes it a highly likely candidate for long-term survival. Getting healthy, though, will not be easy. Another trip through bankruptcy is looking more likely by the day, but if that gives AML the ability to shed its crippling debt, eliminate the majority of its excess manufacturing capacity, cut the expensive leases on Q by Aston Martin showrooms in New York and Tokyo, and terminate the F1 sponsorship and marketing fees, then it is probably worth the pain. A restructured AML built around 5,000 retail sales and a three-car portfolio of Vanquish, Vantage, and DBX, with specials dramatically curtailed to create real demand, could be a viable business. Ferrari was a struggling, cash-burning company 30 years ago whose one indisputable asset was a great global brand. Aston Martin tod