FIVE ACTION POINTS FOR MOERS

THE TASK FACING TOBIAS IN TURNING ASTON AROUND

STEP 01

STICK TO THE KNITTING

Re-examine what Aston Martin is and what it means to customers and deliver on these values, while intelligently modernising

STEP 02

STREAMLINE DBX DELIVERIES

Aston’s costly potential saviour has been slow to reach customers. Its moment in the spotlight is undoubtedly finite

STEP 03

RATIONALISE MIDENGINED COSTS

Moers needs to wield the red pen here. It’s pointless drowning in debt only to find you’ve become another McLaren

STEP 04

LOOK AT VANTAGE/ DB11 WALKUP

It’s never good business for a premium manufacturer to have its lowest margin model cannibalising sales of a more profitable one

STEP 05

REVISIT DESIGN ETHOS

The company has lost its focus from creating some of the most beautiful interiors in the business. The current Vantage cabin is, to put it bluntly, a mess