The contrast between this year’s Aston Martin stand at the Geneva motor show and last year’s couldn’t have been starker – and not just because of the surprise unveiling of the DBX crossover concept to sit alongside the staggering £1.8 million Vulcan and extreme, sold-out Vantage GT3.
Instead, what stood out was a palpable sense of excitement among employees, customers and even representatives of the major shareholders, who were present to witness what may come to be regarded as the beginning of the turnaround, should the ambitious plans come off. Here, finally, is a company with a sense of purpose once again.
Much credit belongs to new boss Andy Palmer, but it’s also clear that the company has long bubbled with ideas and intent but has previously lacked the financial clout to enact them. Now suitably enthused and supported, there’s a sense among employees that they know where they’re going and how to get there.
The proof will come with the first of the new-generation cars, set to be revealed next summer. But all the signs are that Aston Martin is ready to fight again.