Few car brands have the same status and position as arch-British Aston Martin.
Of course, close ties with James Bond have not hurt either. Aston Martin has been making real dream cars for decades.
But strong image notwithstanding: Aston Martin has a history where everything has far from gone smoothly. In recent years, they have stood on their own two feet after they were sold by the former owner company Ford. And surviving as a small niche manufacturer of cars is not necessarily an easy task.
Aston Martin has been losing money for many years. But the goal is for 2021 to be a turning point, driven by a sharp increase in sales.
SUV = success
The latter is thanks to a new model that breaks with most of the Aston Martin traditions. They have come with an SUV and it contributes to record sales.
In the third quarter of this year, Aston Martin delivered 1,349 cars. That is a historically high number and more than double the number of cars they sold in the same quarter last year.
The DBX SUV accounts for a large part of this number. It sells very well in important markets and has become the success Aston Martin both hoped for – and really needed.
An Aston Martin drops sharply in price – but why?
– Here, the first copy of the Aston Martin DBX rolls off the assembly line. It has given the arch-British brand a solid increase in sales.
–
Sold out
High sales notwithstanding: The money is still flowing out of the coffers. In total, the company lost almost NOK 1 billion in this quarter. But it was also planned. Aston Martin has invested a lot of money in the development of DBX and has also built a new factory in Wales where the car is produced. Now the ambition is to get over to positive accounting figures towards the end of the year.
In addition to DBX, Aston Martin has sold all 150 copies to be built of the Valkyrie coupe. Also sold out is the convertible version of this, called the Spider. This will be built in only 85 copies. Here, Aston Martin has an ever so small luxury problem: Namely twice as many interested buyers as cars.
Can’t afford the dream car? Print a copy!
– SUVs are not much more exclusive than this, as it looks inside the DBX.
–
Ten cars in Norway
In total, the goal is to reach an annual production of 6,000 cars. If Aston Martin can do that, they will also be able to make good money.
Here in Norway, Aston Martin has always been a tiny little niche brand. They still are, but sales are increasing here at home as well.
So far this year, according to the Road Traffic Information Council (OFV), ten new Aston Martin have been registered on Norwegian signs, compared with six in the same period last year.
Last year, this was the boss in the cabin field
Video: Here you can join the ride in DBX
–
