Aston Martin is planning what it calls the "biggest product offensive" in its history as it looks to reinvent itself as a supercar manufacturer fit to take on Ferrari. The transformation will come about thanks to new technology and a fresh design language.
The new model range promises to herald an updated design language under Aston’s long-term design boss, Marek Reichman. Insiders say that in response to criticism of today’s line-up, the new models will be significantly differentiated from each other, putting them more in line with the clearly defined and executed models in Ferrari’s range.
It is understood that work is well under way on the first new model, a new DB9, which will be powered by a Mercedes-AMG engine built specifically for the British company. The car is expected to make its debut in the second half of 2016, although it might not go on sale until early 2017.
There’s no clear news yet on whether the four-door Rapide will be replaced directly, although that model is likely to be phased out after Aston Martin switches over to its new vehicle architecture in 2016.
Even so, Aston sources say they are confident that the sales boost from the new DB9, and the V8 and V12 Vantages following close behind, will push Aston into profit. That would be a turnaround on last year’s results, which saw the company pushed into the red.
However, this is something of a high-risk strategy for the tiny company. Aston Martin has borrowed heavily for its big product push, and that is expected to stress the company’s finances over the next two years, especially as it pays interest on its loans. At the beginning of May, credit rating agency Standard and Poors cut Aston’s credit rating to five notches below investment grade.
At the moment, the much-discussed SUV remains on Aston’s wish list rather than in the product plan. The company’s new injection of investment money has been earmarked for the reinvention of the sports car family.
The next-generation VH architecture, which is currently being engineered, is said to have been created by Lotus Engineering when Aston was under Ford ownership. It is based on the same principles as the current VH platform but is being completely reworked to accommodate Mercedes’ engines and technology. Aston’s current V8 and V12 engines are built by Ford under contract at its Cologne plant. This deal ends in 2016, just as the new AMG engines come on stream.