Aston’s brand designs
LIFE MUST HAVE BEEN beautifully simple for Aston Martin in late 1959. Pretty sweet, too, given the DBR1 had won Le Mans and the World Sports Car Championship. With the ageing DB MKIII retired, the road car ‘range’ consisted solely of the new and wonderful DB4, in regular saloon and new GT forms.
It’s perhaps no wonder this is seen as the golden period for Aston Martin. One where pride and confidence were skyhigh, the cars were genuinely world-class and the company was enjoying a rare period of financial stability, thanks to the munificence of David Brown. Aston was a marque at the height of its powers.
Today Aston Martin is that most millennial of things: a brand. What’s the difference? Well, leaf through this edition of Vantage and you’ll find the AM37S. Not the latest limited-edition Vanquish, but a speed boat. All £1.6m-worth of it. Meanwhile, Aston has also embarked on its first property development project, in the form of a 66-storey residential tower in Miami. It’s all part of Aston’s ‘Art of Living‘ philosophy, apparently.
Meanwhile, back in the automotive world, work continues on the radical expansion and repositioning of the model ranges. With the DB11 successfully introduced and work well advanced on the all-new Vantage, the backbone of the car business is almost in place, but a vast amount of work remains to be done.
According to chief engineer Matt Becker, one of the biggest challenges is defining the characteristics and positioning of the cars that take Aston into uncharted territory. Cars such as the AM-RB 001 hypercar and DBX hybrid SUV.
Aston Martin’s one-model days might be long gone, but, at this pivotal period in the company’s history, a firm grasp of what it is that separates Aston from the rest has never been more vital. Thankfully, in Becker, Aston has just the man for the job.