British Luxury Car Marque Aston Martin undergoes a period of change and the recently appointed CEO does not give itself much time to reach a milestone that the company has never reached before.
Spend against Automotive newsAdrian Hallmark Die after 15 years in 2024 was poached in 2024 and in a period of five years the fourth CEO of Aston Martin was said to be at the helm when the brand becomes sustainably profitable.
In his 112-year-old history, Aston Martin has never been sustainably profitable, but Mr Hallmark wants to make it within 18 months, something he says was an important reason behind leaving Bentley
“To be the first man in 112 years that makes Aston Martin sustainably profitable – if I believe there is a way to do that – was irresistible,” Mr Hallmark said Automotive news.
“If it doesn’t work, nothing lost. If this is the case, we’ve done it. ‘
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When asked how long he has given himself to turn Aston Martin, Mr. Hallmark replied: “It must be 12 to 18 months, by that time it must be resolved.
“I am not saying that by that time we will not deliver financial performance on Ferrari-Level, but resolved in terms of the right direction to where it will work, correctly.”
Mr Hallmark believes that Aston Martin’s aggressive product strategy has shown it in recent years of sustainable profitability.
“In the past four years, Aston Martin has gone through a frenzy of product development,” Mr Hallmark said.
“I have never seen so much ambition: four cars in 18 months. In 25 years, none of the brands that I was directly or indirectly tried to be associated with ever tried. It almost worked, but not every car was perfect on the first day and there have been several delays.
“The difficulties were not due to a lack of money. At Bentley we spend five years ago with a similar pace and Aston Martin is less than half of Bentley’s size.
“So this is a real company. We have never had a portfolio from the Vantage, DB12, Vanquish, Valhalla and Valkyrie. “
It seems that Mr Hallmark prioritizes the current product portfolio of Aston Martin above future models, and has again delayed his inaugural EV.
Now due before 2030 – although without a specific date – the EV was initially planned for a launch of 2025 that was pushed back last March until 2026, and more recently revised before 2027.
It is still unknown whether the first Aston Martin EV will be a sports car or a more practical model such as an SUV, and what nameplate it will use.
“You replace an existing type plate and take the brave pill or make a new incremental model. The original plan was to go with an incremental model, but we look at other options, “said Mr Hallmark.
The EV has previously confirmed that it uses an front electric motor developed by the brand and produced a back motor by the American EV manufacturer Lucid.
While Aston Martin only launched his first hybrid Valhalla PHEV Supercar-Wil last year, it will soon launch more fuel-saving models, which will help to continue to explain combustion engines for a majority of his turnover by 2030.
Just like the Valhalla, it is expected that future Aston Martin PHEV’s use power lines that have been developed by Mercedes-AMG, which currently has electrified versions of four and eight-cylinder models.
The director also said that Aston Martin is planning to be “full of electric between 2035 and 2040”, probably after the approaching ban of 2035 on new gasoline and diesel cars in Europe.
MORE: Aston Martin slows down again, plan more hybrids
