Can Aston Martin's SUV Save The Legendary Brand?
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- Опубликовано: 4 окт 2024
- Aston Martin is considered Britain’s answer to Ferrari. The automaker is known for cars like the Aston Martin Vantage and DB 11, but the Aston Martin DBX made news as the brand’s first SUV.
However, repeatedly, throughout its long history, the brand has fallen on some tough financial times. When Aston Martin Lagonda went public in 2018, shares cost about $24.60. In May 2020, they had dropped to around 50 cents. With the coronavirus’s economic fallout battering the automotive sector, the legendary name is desperate to turn itself around.
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Can Aston Martin's SUV Save The Legendary Brand?
Aston Martin: Launches an SUV.
James Bond: Do I have to settle down with a family now?
🤣🤣🤣....hmmmmm
Tbh I can see Bond having an SUV . He did drive a Cayenne in one of the video games
😂😂😂😂 that made me laugh way harder than I should have 😂😂😂
🤣🤣🤣
DBX is a retired car for James Bond
Aston Martins are just drop-dead gorgeous (atleast on the exterior).
at night you can not tell it a what?
Yep, hate their interiors
Literally nobody thinks Aston Martin is Britain's answer to Ferrari. Maybe it's a British Maserati.
Yeah Aston is definitely not the answer to Ferrari
I’d say McLaren is more an answer to Ferrari than Aston Martin is
it the same price... what more you think...
@@justluna1656 Yea Mclaren is definitely the british ferrari, I'd say Aston Martin is closer to the british Porsche, tho not quite on that lvl.
@@Noadvantage246 I agree 100%
Ford kinda killed them, then took their front grille design and made it less special.
I think about that often. It seemed like a backstabbing stealing mooching friend. The irony is the Rapide is powered by two Ford V6’s in its V12 and it’s one of the more dependable engines/vehicles.
Lol AS was long dead, multiple owner changes over the years. It’s a joke really, they don’t make anything literally so what you are really buying is just body work, aluminium sheets basically.
When Aston, Volvo, Jag, Land Rover were Ford brands I had a lot of respect for Ford, unlike GM with their brands, they didn't do simple rebadging. Every Ford brand had it's own design and personnality. Then they sold those brands, and copied every design clues they had... Explorer stole Land Rover's design, their cars pretended to be Aston Martins and Jaguars. Volvo elements came into Ford.
@@soILLitsADVISED that's an over simplification. Sure started as two Ford V6 put together, but it's more than this. The current Aston V12 has some DNA of that but is bluit by Ford wich is here just the supplier. Aston engineered that V12.
Ford almost killed it technology-wise but the cars were still beautiful.
Next trend will be luxury minivans
That’s a thing in Japan, look up Lexus LM
Chrysler Pacifica
Nah... the minivans are getting off-road trims. Which really just means black cladding and awd
Honestly, I’d like to see that in the US. Obviously unlikely since American tend to despise minivans.
Maybe if they are electric.
I feel bad for AM . They’re one my favorite exotic car brands
This year might be the year their restructure brings them back to life. New F1 team with stroll and Vettel. Share price is so cheap it's worth a 1 to 3 year gamble
Jeremiah Anthony it’s too bad you can barely buy a roll of toilet paper for a share of Aston’s recent stock price. Clearly the financial markets have seen past Aston’s facade at being some world class car maker. Nearly every British automaker has ultimately failed hard. And despite outside companies investing big in Aston, and all their various grand plans, they remain one of the least reliable and most expensive to own cars in the world with McLaren not far behind. And now they have the added bonus of their entire company being worth next to nothing. My guess is the Chinese will buy them for pennies on the dollar like Geely did with Lotus and Tata did with Land Rover, and the Germans did with Rolls Royce, Bentley and Mini, etc. The British have had their ass handed to them over and over in the car business from F1 to British Leyland.
Same, it's becoming increasingly difficult for the "little guy" to be good in this auto market, especially doing things independently. But the future looks bright for AM now that everything is coming together (Stroll investment, SUV, factory F1 team + Vettel, former AMG CEO, strong Mercedes-Benz partnership),
@@raywei8472 Mercedes partner with them ?! Oh yeah they’re about to upgrade .
The DBX will save them yes, simple as that.
I think the mid engine cars (vanquish 2022) will be a huge success.
I think the biggest problem is
1. They need to focus on anufacturibg their own tech
2. They need to change their design. I hear a lot about how beautiful they are but honestly their cars are really out dated. Especially the interior (they need to replace
Analog buttons with digital ones). Look at the design language of Ferrari, Lamborghini .. etc. They are bold, striking and modern. Their cars are simply not very desirable, and as such that affects their resale value, which affects sales.
But the vanquish, Valhalla are super promising. They look like they’re with the times and I think they will be super popular
If I had a lot of money I'd buy a manual version of the Vantage. I don't care about the dated technology or the sharing of parts. I hope they're able to continue. If Morgan can keep going then so should Aston. Thanks.
Aston Martin needs to sell itself to Mercedes. Small, bespoke brands just aren’t financially feasible anymore without being a part of a larger company
They’re owned by ford
I agree being a small brand is just not going to cut it.
@@abrahamfisch2536 yeah but Ford is not a very reliable company other than their trucks, Mercedes is designed for luxury and Aston Martin would really flourish under a company so dedicated to experience
@@abrahamfisch2536 No they are definitely not! Not for a very long time.
@@peterphillipsemail they were once, not anymore. They are independent with a couple of big investors so far.
Tata and Geely are waiting patiently like a vulture to take over
Tata? nah.. looking at what Jaguar and Land Rover are at now... Geely is one strong group currently but with huge debts!
Both are not in a place to make that happen.
@@ernestkj Acutually when tata took over they saved jaguar and land rover . They provided funds and let them do their own thing . Both companies actually improved , but they again fell into hard times
@@johnsamuel1999 the biggest problem with them isn't just financial obviously..
@@ernestkj you probably can’t afford it soooo tata would probably buy Aston
Unless they are bought by Mercedes, Aston martin will not survive. They should have already started negotiations with Mercedes, I’m sure they will buy since they have always struggled with their really high end market, nobody wants to pay $200k for a Mercedes, but they will all day for a really technologically advanced and fast Aston.
Absolutely, I wish this happen, a beautiful Aston Martin with the interior high end of a class s coupe will be mind blowing
That’s a tough one. I think Aston should calm down and compete with the $100,000s. Stuff like high end Lotus or Jaguars and Land Rovers. When you get to the 2s, you start seeing low Ferraris and Lamborghinis which have incredibly strong brand recognition.
@@263malice the only thing is if Mercedes bought Aston Martin I firmly believe that Mercedes can keep up with Ferrari and Lamborghini if they bought the Aston Martin brand. I see Aston like Porsche good, powerful, and in the same price range yet Porsche still keeps up
@@263malice the new Aston martins look better than the Lamborghinis, bentleys and ferraris at that price point and they are more niche. The ferraris you are referring to I assume are not the common sellers and they cost much more.
Mercedes British answer to BMW's Rolls Royce and VW's Bentley. Imagine a rapids with Maybach interior quality.. that could do it plus more AMG motors
Astin Martin is a great brand in itself... But they need to add reliability & lose some weight
If they were made by a company other than Ford then that might be possible
Even so they are supposed to be a high end luxury brand but the inside of some cars is not to super/luxury car standards
@@abrahamfisch2536 yeah, ford is like a parasite. It saved mazda but made mazda cars boring af when ford owned it (they even made rx8's renesis engine needs to be replaced every 80k miles). Nobody wants to be with ford
@@INICK84 never been in an Aston I presume
@@abrahamfisch2536 That Ford relevance... a bit old and odd. Ford sold Aston Martin over a decade ago. 2007 to be precise. What does it have to do with today's Aston Martin's ? Besides they owned it, did not actually make it. Aston was an independent and then Ford gave them money. Its not like they shared parts.
Donut Media has more info on Aston Martin through the years.
Don't worry guys, just like some legacy brands such as Jaguar, land rover and Norton, some Indian Automobile giant will purchase it and revive it
The interiors are outdated, the tech is outdated, the build quality is poor, and the reliability isn’t there. The whole company needs to re structured from the ground up
Bruce Illest+ I 100% agree with u
Sounds a lot like Nissan when you put it that way. I wonder why (hint I know)
Next gen is coming.!!
Strange to mention a full return to F1 w/out mentioning AMR just took 1st and 3rd in the GT Pro class at the 24 hrs of LeMans?
I wonder what car companies will exist or go bankrupt in the next 20 years. So many EV startups plus the dieing regular car companies not being able to keep up!! The next decade is going to be interesting
Now that Sebastian Vettel is Going to Join Aston martin for next years it's easily gonna be saved
Was searching for this comment😁
3:20 Such a beautiful car.
Am I the only one that thinks that DBX looks like a Porsche Cayenne with a Aston Martin logo on it 😅
You need to go to the eye doctor
@@RomainSandt 12 people agreed maybe it is YOU that needs to go to the eye doctor 😂
You are the only one.
@@zhouxinbo8974 12 people agreed but the other 200 who scrolled by without liking didnt.
they need 2 electric suvs, 1 electric GT coupe with a shared skateboard platform with benz, problem solved.
Palmer drove that company into a deep dark poorly built hole
Agree , he should be sent to siberia to build railways what stalin started after the ww2
@@rv1251 so he would bankrupt Russia 🤣
As electric car sales begin to soar, is it not evidently clear that traditional, niche-luxury auto makers, like Aston Martin, will be the first to go bankrupt? The writing is already on the wall, as this week VW announced that they want to sell their Lamborghini and Bugatti brands.
Tesla have changed the game and unless Aston Martin either begin to manufacture their own electric car or agree a deal to licence an EV skateboard, then there is simply no hope.
They MUST produce an electric version or die in the ditch...
The new management will turn the tables, Aston Martin is a no brainer to invest right now.
The SUV is probably the best looking and they have great projects coming 2021.
Bullish
Betteridge's Law: No.
Aston Martin was founded way before Ferrari. Aston Martin could be a behemoth luxury automaker for the British like Ferrari is for the Italians. It's confounding how they can't seem to get their act together and looking at their share prices against each other it becomes the joke of the century.
Going all in on their stock. The DBX is stunning, Vettel is committed to them for multiple years and a Mercedes Benz partnership would solve their interior tech and UX issues.
*If you don’t want to watch the full video, why has Aston Martin struggled? Because nobody cares about what cars James Bond drives anymore. It’s not the 90s.* In all seriousness, it’s because they didn’t have any other line of cars other than their standard sedan/coupe...that and the interest in electric cars like Tesla.
Exactly also many options now
It's looks like new SUV from Ford motor company...😂
Well yeah, ford ripped off their design... that’s common knowledge.
@@Aron-ru5zk facts! Ford never designed SUVs before acquiring luxury CAR maker Aston Martin then getting rid of Aston Martin in 2007 😎
Aston Martin continues to face economic problems because of simple economics...
....they generally overall are charging too much for what people are willing to pay for the car.
I think Americans and Britains love the IDEA of Aston Martin and the brand more than the actual PRICE of the car.
Aston Martin need to move their average car price DOWN.
The average Aston Martin car price should be around $90k BRAND NEW.....
....THEN you will see Aston Martin be profitable. McLaren and maserati have the same problem....that is why none of those brands turn major profit.
The only 4 car brands that can charge $200k+ is Rolls Royce, Bentley, Ferrari, Lamborghini
Let's support AML. The dbx is probably the best performance SUV on the market. They don't have a multinational to keep them afloat but have managed to bring as attractive SUV as it's possible to create to market in the middle of a pandemic. Why not, instead of pulling them down, celebrate that passionate workers are putting their time, heart and tears into this endeavour. I'm proud to be part of it and if you are British, so should you.
Aston Martin is still some of the most beautiful cars out there. The issue is management and poor funding.
I like the DBX's design. The luxury SUV space seems pretty competitive
If I was rich I would buy like 10 DBXs to support them because I don't want to see them leave F1
Hopefully that won’t happen just yet because the racing point car is becoming Aston Martin next year!
One for driving, the rest in the garage for repairs
@@chiaolim7773 lol🤣🤣🤣🤣
Just buy into the racing team, don’t buy 10 crappy cars! Haha, think like a rich man, sir!
@@franwex well, if I buy into the racing team the company might go broke and sell. So I guess I should buy into the company?
While Aston Martin makes gorgeous cars, their interior quality is disappointing. Some parts are very good, but other parts, especially the buttons and the air vents, are cheap. Their new interior design is already starting to look old
they need to start making jumbo SUVs for the US market
ASTON MARTIN WANTS TO KNOW YOUR LOCATION!
But wouldn't more SUVs dilute the brand ?
@Daniel Zhang Ya I know that. But there are some automakers reluctant to do that so it doesn't dilute the brand. Just like McLaren , Bugatti, etc. McLaren requires investment once in a while. Buggati losses money on every car sold.
Their new suv looks too generic and was released too late
I actually think it looks more aesthetic than the Rolls Royce Cullinan.
@@ImperialDiecast More sporty, yes but would you buy it over a Cayenne or Land Rover?
I know I wouldn't.
@@123fourfive5 I would, if I could.
I don't think AMG Engines can ever save Aston Martin.
They should make their own Engines!!!
With what money?
Merc engines are literally the best engines..
@@harmjan3070 valkyrie had a new engine supplied by cosworth
They used to make their own engines and they almost went bankrupt because they were weak and unreliable. Using an AMG is probably the best decision they could possibly make. They definitely could tune and turbo/re-turbo them to add performance though.
@goodfella21f You must be mad. AMG Engines are hand-built and the best perfomance-engines on the planet.
Martin. Aston Martin
Arisandi. Tandra arisandhi nice one
As a modest shareholder of AML found this very interesting
Do they have a shareholder discount scheme? If so, I might buy some shares.
It looks like a ford fiesta
DBX certainly has a front grill eerily similar to ford fiesta. Yikes!
I would consider Lawrence Stroll, Toto Wolff, Tobias Moers and Seb Vettel to be a bit of a dream team, there are rumours of certain other members of the F1 high achievers club to be considering coming over to join the Aston team as well, this company will be huge in 5 years.
They will succeed if they sell it with affordable prices
BINGO!!!
50 MILLION 🤎🤎🤎🤎🤎 so grateful to have the best fans in the world. I can’t wait for you to see what’s planned for next year. I love you all mellogang. You make my heart full. Keep spreading joy and kindness to those around you.
the first guy looks like some ordinary gamers in 15 years
These CNBC mini docs are really made for ppl who have no prior knowledge, Donut has a really good ep on Aston Martin
how can you think the CEO of Nissan is the perfect fit for a brand like Aston Martin, even a mechanic from Ferrari would be a better fit.
What’s no said is this video but is an important factor for Aston Martin struggling, is price of their new vehicles. The vantage (entry level sports car) cost about 40,000 pounds more than the previous generation. Which put a lot of people off. This why Aston Martin has also reduce the price of that car. The dbs cost close to 300,000 pounds, for the same money you can get a Ferrari 812. If Aston Martin priced their new cars correctly, they could not be struggling this mush. The fail sales of the vantage has made the situation difficult for them. Also Aston Martin spent huge amount of money building a new factory, just to build their SUV. The Valkyrie also has cost too much in development cost.
The new CEO is a beast. Vettel in the F1. Daimler stake increased. There is hope.
Don’t forget the Stroll family
that suv actually looks cool
Feedback for CNBC:
It's great of you to research and post a excellent video upon the Aston Martin with such intricate details.
BUT I think that's too much history and details which sort of makes the video so boring by the time you complete the history that I wanna change it. The topic is future of Aston not the history.
Please do consider. Thank you.
So many clueless people commenting here. DBX model will be very successful, especially in China. Chinese market is one of the reasons this SUV was created because Chinese people don’t care about sport cars but they love SUV’s and will love luxury DBX.
Lawrence Stroll is a smart men. He knows to build a luxury car brand would take multiple decades. Now he owns one and he will make this company successful. New and former AMG CEO is onboard to make it happen. Lagonda brand will be electric powered cars only. Aston Martin cars will get hybrid engines as well.
Good Luck!!!
It's sad but the only thing right now that could garanty a future for Aston would be to end up as a Daimler brand. If it was already the case today the DBX would be for Aston what the Lamborghini URUS is to the Audi RSQ8. Would be a GLE AMG 63s in different clothes. Wouldn't look that great, but would be much cheaper to build... And Mercedes would let that have the full beans in power and electronics.
They should change the infotainment system and some crappy switches it looks kinda weird on a high end costly vehicle
The rapide and dbx are stunningly gorgeous works of art but will depreciate quickly as is the trend with Aston Martin vehicles. Maybe a Mercedes acquisition and a little German engineering could just be what the brand needs to compete with other British high performance-luxury pedestals like Bentley for instance.
If its a luxury bus, why not ev?
Seb Vettel is a vital point to Aston Martin's future ambition, isn't he?
Ford Escape always reminded me of the DBX
Soo..daddy Stroll saves the day? Nice
RIP SEAN CONNERY 💐
It has been winning Formula 1 races in recent years😂😂😂
Dude, Mercedes AMG has dominated the hybrid era
That was a really big understatement 🤣
@@men8212 Dude, check his statement, he just mentioned Mercedes AMG that much lightly 😂😂
I think this car could be the Aston Martin passenger car that it needs to survive, like Jaguar and their F-pace. It serves the weekday duties while the DBS superleggera takes care of the weekends
This didn't mention the new range of mid engined supercar range coming out next year.. ? also didn't mention the current investment from toto wolff? ..
Sebastian Vettel has also invested in Aston Martin recently too..
@@ernestkj yeah forgot to mention that along with board members buying more shares at the current rate
@Jack Redford prob more than I could afford for now. LOL. A cheap Pre loved Porsche is all I can afford currently!
@@bullandbearinvestor7536 Well.. they are in hope of getting some returns after they got some at a much higher price previously.
@@ernestkj why would they even bother if they know the company will fail, think the robinhood investers would love this company
Hope Mercedes buys it... It needs the present production engineers kicked out... I have never seen such a complicated car in all my life... No chance to make a profit... I think it takes 2 and half days to build a car... WTF!! They need to employ Gosh....
I feel like what Aston Martin should do would have to be something related to increasing prices
The SUV first shows up 10 minutes into a 13 minute video. Way to fill empty airspace, CNBC!
5:05 I want the hotwheels in the background
Lamborghini _ Racers
..... i thought the blue packaging looked like Cararama :) ............i just collect Volvos myself in all scale sizes....have approx 500 so far.
How do u guys structure your storyline
The huge amounts of money "racing" and pointless Formula 1 cost are wrecking companies like Aston Martin. Ferrari s*cks at F1, but is having stellar sales. Racing mostly is an ego trip for CEOs and CFOs.
ferrari sells more branded hats than car thats how they make their money
If you think of about it. Everything we do is for an ego trip. 🙂 I dream of owning a Ferrari. Would it provide 20x the driving pleasure my current car provides me? No. Bigger the ego trip something provides more aspirational it becomes. 😎👍
Ferrari is the most profitable company in F1
The Formula 1 team costs Aston Martin... exactly 1$ that's it. Lawrence Stroll owns the team and owns a huge share in Aston Martin. He just uses the name.
Ferrari sux at F1. Dumbest sentence award goes to ... William Drijver. Congrats kid. You are officially the dumbest person. Take a hike.
Perhaps a collaboration with Tesla would be beneficial for both parties.
They both have a certain quirky quality and coolness, Aston Martin could be the top end cars within the tesla range.
If they do this carefully without maken AM a rebadged Tesla this might very well work.
I have to own one ,regardless , Aston Martin will still be my favorite car to own.
Where is the section where the share price of Aston Martin skyrocketed when Sebastian Vettel signed for the Aston Martin F1 Team?
It was just a little hump which did nothing
Slowly being absorbed by Mercedes. Many of its engines and electronics are currently AMG. New CEO came from AMG. Just a matter of time. Rolls (BMW), Bentley (VW) - AM will give Mercedes a great platform to expand its AMG tech
Aston Martin falls into the category of "what have you done for me lately?" I love the lines of their current sports sedan but that's just going to cut it in the technology field. Our Model 3 talks to the Mother Ship and in turn we get software downloads which improves performance, range and add features. At this time NO OTHER car company does that and Aston Martin has no source for that kind of engineering, production and programming. They might limp on but there's no future at A-M.
here is the thing with Aston Martin... Aston Martin has CLASS! PRESTIGE! You will never look at an Aston Martin Owner with Disgusts..... I prefer Aston Martin over Lamborghini and Ferrari imo.
I was shocked to find out that the 2021 Aston Martin DBX doesn't have a USB or a wireless charging pad or a 12v socket in the front. No wonder the company failed.
The DBX Will save AM, people love luxurious sporty suv such as Lamborghini Urus, G63, and Range Rover Sport, these cars are really popular in cities such as los angles, London and Dubai
Aston Martin music 🎶
SUV maybe .... but it needs an angle Porches SUV took a while to perfect but drives like a sports car difficult trick to pull off...
0:33 dammit... that caption written "LE MANS" as "Lamonts" is comedic yet triggering my itch to correct the captions....
Hype and innovation is the name of the game today. Car sales have nothing to do with it. Prime example - Tesla. The company is worth more than Toyota and VW combined who sell 10-15 million cars annually vs a few hundred thousand that Tesla sells.
If you are rich, you will first bought a ferrari [1st choice], porsche [2nd choice], lamborghini [3rd choice], so on... maybe Aston will be around 10th choice. So their customer is really very limited as there will be so few people that can afford the 10th luxury vehicle. Anyway just my views.
Aston Martin: What does a super rich person who is living their fantasies through the James Bond franchise want?
Marketing: I know, an SUV!
🤦🏻♂️
When you start designing a British icon on the low end like a Mazda MX5 and the high end like a cheap American muscle car you know what will happen.
You realise it’s the mx5 and Mustang/Camaro that were designed to look like Aston’s,
Not the other way around right?
@@Aron-ru5zk I agree. However, Aston became lazy and made their cars look like everything else. Now the Aston looks like an MX5 from the front, the side is just bland nothingness. Only the rear of the car looks new. I prefer old V8 vantage and model after it. They were not 100% unique but had enough style and character to stand out. If Aston carry on like this they will be purchased by the Chinese.
Behzinga really do be leading a car company
The front looks like a 2020 ford escape headlights lol
But... some fords sedan do look like Aston Martin front ends😐
That’s because the chief designer left Aston to work for Ford.
I just hope the stock prices go back to 2019 IPO level. I have about 2500shares @.50p. Come on Aston Martin 🤞 20x2500 is all I want 😝
With Stroll and the financial backing he brings Aston Martin are probably in better shape than they have been for decades. I would say now is a perfect time to buy shares.
aston have another issue. the uk leaving europe has not many trade agreements with other countries without big import duties. the SUV will be great and agreed they totally need an electric plan.
The thumbnail looks more like a Ford Escape than an Aston Martin!
Well yeah ford ripped off the Aston grill shape
I'm sorry, but Aston Martin needs a new design. The DBX from the front just looks like a Ford. It's not bad looking, but it certainly isnt worth the premium price tag.
FYI aston martin is not returning as manufacturer. Its still getting engine from merc in F1
11:30 Longtime leader Ferrari?
Laughs in Seb Vettel 2013
This situation, that Aston Martin and most of the other luxury car makers have found themselves in its change. The market has evolved and people are starting to look at car's as tools and extention of their lives and what they need from it and the changes coming through the expansion of EV . And these high end car's don't do it anymore. And covid is adding to the misorry , of a changing world. Maybe Aston Martin should seek the protection again from another big Auto maker but this time in Europe ! . From what I have seen it looks shaky for themselves, I don't want to see this British luxury car company go it would be a sad lose.
If I was in the market for an exotic car, Aston Martin would be my #1 choice, ahead of any Italian brand,
That company has been passed around like a sorority pledge
They could turn it all around by starting to sell cars with modern electronics. Their outsourced, last model infotainment systems are a total dealbreaker.
I hate the idea of a lambo SUV. Aston Martin, porshe, Bentley and rolls Royce I kinda dig their suvs but Lamborghinis and Ferrari’s should never be SUVs
But the Vanquish had Ford parts (button and switches), and Citroen CX door handles (even funnier McLaren F1 had Citroen CX door handles). If you have Citroen CX you can back-peddle yourself that you have Vanquish/F1 door handles lol
Sad to see a brand with such prestige succumb to the SUV bandwagon
The DBX is too little, too late. I used to love aston martin and would be able to afford one. But I refuse to pay Ferrari money only to touch last gen's Mercedes infotament and a Mercedes engine. The interior is Maserati level at best. Aston should just sell itself to Mercedes and Have Merc turn them into a bentley competitor.