When the history of this Aston Martin era is written, it will be noted how the company — soon to offer the public a chance to invest via a new share issue — employed every available asset to add value to itself.
The new DBS Superleggera is part of that. Aston has always been a ‘usual suspects’ kind of company, underpinned by loyal and wealthy collectors who desire any worthwhile new limited-edition model. The share offering will return to current investors some of their original outlay, hopefully at a tidy profit.
You could argue that they deserve it, too, given the massive improvement they’ve sponsored and their extreme wisdom in hiring current CEO Andy Palmer. The DBS is the latest link in the initial public offering (IPO) chain.
The new DBS is unlikely to lead its maker to new sales heights, because its £225,000 starting price should ensure it remains among Aston Martin's more exclusive models. But it's another piece of the puzzle that is transforming the brand into a real force of business.
Last year, Aston Martin broke its own records with a profit of £87 million - £250 million more than the £163 million loss it posted the year before. While a small dent in sales was felt when the firm shifted from old to new models, overall, the company's fast-growing model range is expected to maintain the line of growth that executives will be proudly showing investors.