Friday 9th February 2007

Aston Martin plots production boost

Car output set to double in the next year?

---

Aston Martin Rapide: frozen

Aston Martin plans to almost double its production from its current near-7,000 up to 10,000 cars a year, according to Autocar.

Last year, AM planned to make 5,000 cars but exceeded the figure -- but now it's up against its physical capacity. The bottleneck in production is the alloy tub assembly area, which is currently working flat-out, 24 hours a day, making the heart of the cars. without more investment, there's no way of increasing capacity.

Alternatives include outsourcing production or expanding the factory -- although changing the relatively new facility is an unpopular option due to the damage it might do to the look of the place.

However, all such major decisions -- including the production of the four-door Rapide -- are on ice until Ford's sale of the company has been concluded.

Where would all those cars go? The plan is to sell more outside the firm's traditional markets in the UK, Europe and the USA, especially into China and Russia.

We just have to hope that Aston Martin doesn't make too many cars. While it's an initially attractive option, Aston's boss Ulrich Bez, who's overseen the growth of the company from 1,500 cars a year to its current healthy state, might heed the words of his counterpart at Lamborghini. The Sant'Agata firm's boss said in a feature that we published today: "Once you oversupply, that leads to a vicious circle of discounting at dealers and then the brand is done. Over."

[RTH]

Didn't we read in this very forum last week that Aston dealers were suddenly offering substantial discounts on new cars in stock ?

[twincam16]

Hate to point out the obvious but how will we know what they're doing next year until the company's sold?

[NDT]

I was told (by some Aston people) that the bottleneck was engine build.

[scotty_917]

RTH said:

Didn't we read in this very forum last week that Aston dealers were suddenly offering substantial discounts on new cars in stock ?

Yes, we did.

[mark3man]

scotty_917 said:

RTH said:

Didn't we read in this very forum last week that Aston dealers were suddenly offering substantial discounts on new cars in stock ?

Yes, we did.

Yes, but in which market ? With 70% exported the home market cars may be subject to oversupply - but as UK spec, RHD they cannot easily be shipped elsewhere to get rid.
Slightly easier with US spec cars.
Nevertheless, it's a bold move but let's see if the incoming new owner agrees.

Edited by mark3man on Friday 9th February 15:13

[rev-erend]

Got to say - if I wanted a class car - it would be the AM V8.

Forget the 911 - long live Aston Martin

[RTH]

Now if they could make a still smaller Aston Martin for the price of an entry level Cayman ...........

[pasthim]

'Aston Martin plans to almost double its production from its current near-7,000 up to 10,000 cars a year'

Someone needs some work on their maths! 'Almost double' in this context is like saying the the earth is ALMOST touching the Sun.

[road_terrorist]

RTH said:

Now if they could make a still smaller Aston Martin for the price of an entry level Cayman ...........

That would cheapen the brand a bit though, I mean next after that? A hot hatch?

Aston Martin has certain connotations, Porsche can sort of get away with it because it wasn't quite as upmarket to start with. Even so look at how much the Boxster/Cayman is slagged off for being too 'cheap 911 wannabes' and 'common as much'. Do they really need a variety of identikit models in fractionally different sizes? Porsche just end up crippling models so they dont compete with each other.

Jaguar is the one who should really be going after Porsche Coxsters with cheap affordable sports cars (F-Type anyone?).

[Pugsey]

RTH said:

Now if they could make a still smaller Aston Martin for the price of an entry level Cayman ...........

No, no, no, no, NO!

[twincam16]

RTH said:

Now if they could make a still smaller Aston Martin for the price of an entry level Cayman ...........

I know the naysayers would decry it, but I agree.

Aston Martin's roots were in MG rivals back in the '30s.

I think a beautifully-made six-cylinder roadster, a one-model line aimed just at the very top of the BMW Z4 range - not with a huge range of various lesser engine options like the BMW though, just a Z4M-trouncer.

Maybe call it a Bamford-Martin, after the other founder of the company, but not calling it an Aston..?

[space_cowboy]

Aston Martin Rapide: frozenAston Martin plans to almost double its production from its current near-7,000 up to 10,000 cars a year, according to Autocar.

Double of 7,000 would be 14,000, an increase to 10,000 isnt even a 50% increse well done Autocar.