Tak­ing on the big boys

Evo - - AMBITION - Nick Trott

The key phra se that jumps out of Palmer's in­ter view with is ‘ the money is in our bank’, which ac­knowl­edges the work the Bri­tish CEO ha s c ar­ried out be­hind the scenes to raise the c ap­i­tal nec­es­sar y to de­velop, at the ver y lea st, the nex t four As­ton Mar tins. The sig­nific ance of this, plus the news that the com­pany ha s hit the bud­get tar­gets com­mit­ted to the in­vestors, c an­not be un­der­es­ti­mated.

Palmer’s plan to en­sure each new As­ton ha s a dif fer­ent ‘ driv­ing per­son­al­ity’ is also key to eradic at­ing the ‘ Rus­sian doll’ ima ge of the brand. It won’t be ea sy when you con­sider the in­evitable me­chanic al sim­i­lar­i­ties, but it will be in­trigu­ing to watch it un­fold.

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