DB11: The car vital for Aston Martin’s
AN extensive two- day visit to Aston Martin’s plants in the UK revealed that its new CEO Andy Palmer has instilled a winning spirit into the employees. The level of commitment by the management, loyalty by the staff and their attention to details show that the company is on the rise.
Andy, as he is known by his team, joined Aston Martin with an ambitious yet simple plan to introduce a new model every year — and add some limited editions on top of that — over the next seven years. He called his vision the “Second Century” plan, which is fit for a century- old company.
He focuses on quality and gives prominence to the “Q” division dealing with commissions by discerning customers. He also created the Aston Martin Racing ( AMR) subbrand for upgrading power for niche customers. Andy also introduced a new line of midengined hypercars with the first concept named Valkyrie, which was recently unveiled at the Geneva motor show. The latest Aston Martin DB11 is a piece of art.
The new chief executive has a positive outlook for the company and believes Brexit is a plus, not a handicap. He explains that he runs an exports company and a depreciating sterling gives it an added advantage.
He seems to have a clear vision of where to take his company and is already on the move to turn it around.
The company should also increase the volume of cars sold in the region, which is currently not more than 200 cars.
The lasting impression is that Andy is the best thing to happen to Aston Martin in years.
A new twin-turbo 5.2-liter V12 engine powers the DB11 to the tune of 600-brake horsepower (bhp) and 700 Newton meter (Nm) of torque. The DB11 sprints to 100km per hour in 3.9 seconds. Its top speed is 200 miles per hour.
The actual driving experience is engaging and enjoyable with precise handling in all three modes: GT, Sport and Sport plus. The eight-speed ZF automatic trans- mission adds to smooth acceleration. The new electric power steering (EPS) is firm and enhances the driver’s feel of the road. The DB11 is capable of soft rides on most road surfaces and agility at high speed and in cornering.
The centrally-mounted 8-inch TFT screen is dedicated to infotainment and is controlled via a rotary control, with an optional touchpad offering character recognition and multi-touch and gesture support.
The new satellite navigation system is adequate but needs modern features such as touchscreen operation and more trip information on the screen. However, the DB11 does contain some state-of-the-art technology such as a newly implemented auto-park assist feature and a 360-degree birds-eye view camera, which helps safe maneuvering at slow speeds and is also operated via the car’s infotainment system.
Despite the low profile of the DB11, a tall person has no difficulty getting into and out of the car. Door apertures are wider than in previous models and there is more space inside the car for the two front-seat occupants.
While demand for the “Q” personal commissioning by Aston Martin global clients is about 10 percent, in the Middle East this ratio is about 60 percent, according to company sources. Although Aston Martin sales in the region are about 200 cars, most of these vehicles are high-end expensive models. Almost a quarter of the ultra-exclusive “One-77” models are sold in the region. There is a huge potential to increase sales regionally but at present owning an Aston Martin in the Gulf Cooperation Council (GCC) region is a rare and exclusive experience.
Matthew Bennet, director of VIP and Q sales, said the company can cater for almost all demands by customers and enters into dialogue with them about how best to satisfy their requirements. He is proud of the excellence and attention to details given to every Aston Martin car and especially those with the Q treatment.
The DB11 is now available in the region.