JustBritish

The Telegraph is reporting that Ulrich Bez has not just been turning around legendary car maker Aston Martin, but he has been leading them to profit.

To quote the Telegraph, “Are profits still growing? Aston Martin has not yet published its 2007 financial results but Bez says: ‘Usually when there is a change of ownership you can say that a company will go through a difficult time for a year or two. We have not seen any of that. We have not lost any of the motivation that we had under Ford where we were a very enthusiastic team. We have been profitable since the last quarter of 2005 and we have increased that profitability year on year.’”

It’s been twenty years since Aston Martin, deeply in debt and little more than an automotive anachronism, was swallowed up by Ford empire. Say what you will about Ford’s other British luxury marques, the past two decades have been good ones for Aston.

When Ford acquired the brand, in 1987, Aston sales plunged to as little as 42 cars a year and at one point, keeping the assembly line rolling depended on the sale of a single car to a wealthy — and quite drunk — British aristocrat. These days, Aston’s aspirations are positively mass-market, with an array of new products promising to push volume up near 10,000 cars a year, and the company well in the black for the first time in its 93-year history.

That’ll be good news for the new owners, David Richards, CEO of racing’s Prodrive and Chairman of Aston Martin Racing, and two Kuwaiti banks. They’re investing $925 million to take control of the company, though Ford will maintain ties to its former subsidiary by holding onto a 15-percent, non-controlling stake.

To understand Aston’s transformation, we caught a flight over to Provence, the painfully pretty French countryside where the British marque provided us an opportunity to test drive the all-new V8 Vantage Roadster.

The Vantage coupe made its appearance barely 18 months ago and served as the primary catalyst for the brand’s revival. Like Bentley’s Continental GT, the Vantage provided a new and more affordable entry point for Aston aspirants, roughly doubling sales in the process. The new roadster is likely to conjure up similar magic, based on several days of driving through the narrow, winding lines of the French countryside.

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Almost three quarters of UK consumers would buy British if given a £100,000 budget to spend on a new car, according to new research from online insurance company swiftcover.com.

Sweeping aside their German and Italian rivals, British marques emerge as unanimous favorites amongst UK car buyers, with 69 per cent claiming they would opt for a British brand if they had the money to do so.

Topping the ‘Dream Car’ list with almost a quarter of the votes is Aston Martin (24%), followed by Range Rover (19%), Bentley (16%) and Rolls Royce (10%). German and Italian luxury marques faired badly by comparison – with just one per cent opting for a Lamborghini, 9 per cent for a Ferrari, 9 per cent for a Porsche and 2 per cent for a Maserati.

The top ten swiftcover.com “Dream Cars” for 2008 are:

1. Aston Martin 24%
2. Range Rover 19%
3. Bentley 16%
4. Rolls Royce 10%
5. Porsche 9%
5. Ferrari 9%
7. BMW 6%
8. Mercedes 4%
9. Maserati 2%
10. Lamborghini 1%
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Aston Martin could co-operate with Daimler AG’s Mercedes on ventures ranging from engines to new models, the British luxury carmaker’s majority shareholder, Kuwait’s Investment Dar, said on Tuesday.

Adham Charanoglu, business development manager for Investment Dar, which bought Aston Martin from Ford Motor Company last March, said it had held talks with Mercedes and with LVMH’s Louis Vuitton and PPR’s Gucci on branded merchandising.

Charanoglu told the Reuters Islamic Finance Summit that plans to overhaul Aston Martin merchandising had yet to be finished but included opening new centers dedicated to the marquee — made famous by James Bond — in the UK, the Gulf and possibly the U.S.

Any brand development would need to be at the top end of the luxury market, with opportunities stretching from apparel, owners’ events and track racing to real estate, Charanoglu said, adding Aston Martin’s merchandising revenue would rise from $100 million in 2006 to more than $300 million by 2009.

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