EQUITY MAGAZINE MAY-JUNE 2018
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
COLLECTOR'S PIECES<br />
AUTOMOBILE<br />
BRITISH BRAWN<br />
The Aston Martin Valkyrie AMR Pro is an F1 car in disguise<br />
There is something to be said of a carmaker that has<br />
doggedly fought off bankruptcy and takeover bids over the<br />
last decade. Aston Martin has kicked, screamed and punched<br />
its way out of a financial mess that would have swallowed<br />
whole other meeker companies – just not the all-British<br />
resilient one headquartered in Gaydon. It reported a pre-tax<br />
profit of £87 million last year, compared to a £163 million<br />
loss the year before. Reason enough to genuflect in deep<br />
reverence to the carmaker.<br />
The are several reasons for Aston Martin’s recent success.<br />
Product diversification, for one, has extended beyond cars<br />
and reaped rich benefits for brand Aston Martin. You can<br />
now buy a $50 million condo in the Aston Martin Residences<br />
tower in Miami, book yourself a 37metre Aston Martin<br />
powerboat or even a put your name down for a $4 million<br />
submarine which is currently being produced along with<br />
Triton Submarines.<br />
Ramping up production was another strategy that worked<br />
wonders for Aston Martin – it has reportedly quadrupled<br />
volumes since 2014. Announcing that it was building an SUV<br />
also meant that it wasn’t ready to let legacy carmakers like<br />
Bentley, Rolls-Royce and Lamborghini have the run of the<br />
market with their SUVs.<br />
But beyond its product diversification and nifty marketing<br />
48<br />
<strong>EQUITY</strong>
Change language