But none of these products are intended to be big sellers. “I’m looking for higher gross margins, not volumes. That’s luxury,” said Stroll. “My vision and [dreams are] for Aston Martin to be ultra-luxury wedded with high performance and take marketing and technology from Formula 1.”
This will be a somewhat tough ask, as Aston Martin overinvested by building a new factory in St. Athan before Stroll’s Yew Tree investment consortium first started buying parts of the company in 2020 and long before the consortium took the company over, a decision that Stroll said he personally would not have made. However, it would be more expensive to close the factory down than to continue operating it, so Aston is making the most of the lemons it has.
Thankfully, more investment, remarkable F1 performances, and rave reviews of vehicles like the DBX707 mean that Aston is in its best position in recent memory. We expect new vehicles announced on 27 June will be just as impressive.