Aston Martin rules out cheaper model to increase revenue

Aston Martin Lagonda
With its aging (but still beautiful) lineup, Aston Martin could definitely use an influx of cash to revamp its model range. However, the brand is adamant that it won’t build a cheaper model to increase sales.

Julian Jenkins, President of Aston Martin the Americas, recently spoke to Auto Guide about the company’s future. When asked if the firm had any plans to explore less expensive markets, he replied succinctly.

“No, not as this stage,” he said. “I think today, certainly for Aston Martin, we focus on sports cars. That’s where we come from and that’s our niche. Clearly that’s the immediate focus based on the range we’ve got today.”

Instead, the British automaker has its sights set on the ultra high-end portion of the automotive world in a bid to increase exclusivity.

“I think the Lagonda as a brand would be an interesting opportunity,” Jenkins said. “That’s something that we can build in the future.”

The Lagonda ‘super saloon’ was originally built in the 1970s but was brought back last year in extremely small numbers. Oddly enough, the manufacturer used the Lagonda nameplate for a crossover concept years ago, but we haven’t heard much on that front since. Currently, the Lagonda four-door (pictured) is offered in the Middle East by invite-only.

Despite Aston Martin’s aspirations to climb the market ladder, Jenkins didn’t completely rule out a future move to diversify the carmaker’s lineup.

“[We’re] very conscious of market demand; we have to be,” he said. “If there is a segment, if there is an opportunity that we can sit comfortably within we will go after it.”

Even if the brand continues to focus on sports cars, with only 149 dealers worldwide, Jenkins sees good opportunities for growth.

“I think we’ve been in a very fortunate position, we’re small, independent and that’s enabled us to collaborate, to work with a number of manufacturers,” he explained.

“There are still markets that do not yet have an Aston Martin dealer … But we’re not looking to treble or quadruple our volume.”

Cars

Car designers can predict your future desires. This is how they do it

Automakers employ small armies of designers, and they’re relentless about asking consumers what they want. So, how do you get from the voice of the customer to the designer’s pen, and why does it go wrong so often?
Social Media

Twitter co-founder Ev Williams still wants to save the world

Social media is evil, leading to a mental health crisis in Gen Z and a rise in hate speech. But there’s light at the end of the tunnel, says Ev Williams, the co-founder of Twitter. But weaning ourselves off today's social media won't be…
Gaming

These are the must-have games that every Xbox One owner needs

More than four years into its life span, Microsoft's latest console is finally coming into its own. From Cuphead to Halo 5, the best Xbox One games offer something for players of every type.
Cars

The recently revealed McLaren GT is a road trip-ready supercar

This is the first-ever McLaren built exclusively for the road and not the racetrack.
Emerging Tech

Awesome Tech You Can’t Buy Yet: Insect drones and kinetic sculpture robots

Check out our roundup of the best new crowdfunding projects and product announcements that hit the web this week. You may not be able to buy this stuff yet, but it's fun to gawk!
Cars

Semi-autonomous and always available: A peek into the near future of car rental

Soon we will see connected rental fleets with a dedicated lane at airports for self-driving cars, where drivers control the car to the airport, and then the empty car drives itself to the rental lot.
Product Review

Want an electric car that doesn't look like an electric car? Meet Audi's E-Tron

The 2019 Audi E-Tron is the German automaker’s first series-production electric car. Rather than make a bold statement with its first electric vehicle, Audi chose to make the E-Tron as much like its other cars as possible.
Cars

Walmart slashes prices on electric hybrid bicycles for National Bike Month

Electric bikes can be economical, convenient, and fun. Heading into summer, Walmart slashed the prices for two pedal-assist Hyper E-ride Mountain and City Electric Hybrid Bikes by 40%. We found a variety of e-rides for under $1,000.
Cars

GM thinks up new electronic brain for its cars, allowing over-the-air updates

General Motors is launching a new electrical architecture to support more tech features in its cars. The system debuts on the 2020 Cadillac CT5, and will roll out to most other GM models by 2023.
Cars

Ford aluminum truck beds prove haters wrong, are cheaper to repair than steel

Repair costs were a major concern for truck buyers when Ford launched its aluminum F-150. But insurance data indicates that, if anything, the F-150 may be cheaper to repair than traditional steel trucks.
Cars

Mercedes-Benz safety-car concept monitors the road ahead and your kids

The Mercedes-Benz Experimental Safety Vehicle 2019 was designed for a world where humans and machines share driving duties. It can use lights to communicate with other road users and even monitor an infant's vital signs.
Cars

GM hits reverse with Maven carsharing as it closes service in eight cities

GM-owned Maven will close its carsharing service in 8 of the 17 North American cities where it currently operates. Competing with the likes of Zipcar and Car2Go, the app-based service offers car rental by the hour or day.
Cars

Crisp and connected, the Volkswagen Golf will get a digital reboot in 2020

Volkswagen is putting the final touches on the eighth-generation Golf. The hatchback will still be recognizable as a member of the Golf family, but it will receive a crisper design inside and out.
Cars

With Tesla bleeding money, Elon Musk initiates hardcore spending review

After posting a sizable $700 million loss in the first quarter of 2019, Tesla announced it will review every expense, no matter the size, to keep spending in check. Company CEO Elon Musk will personally approve every 10th expense page.