Taking on the big boys
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.