Daimler Wants to Bump its Aston Martin Stake to 5 Percent

The German multinational corporation is on its way to acquire another 1 percent of Aston Martin, thus hiking its stake to 5 percent. Even so, the British marque is one of the very few modern sports car brands not in the hands of a bigger manufacturer.
2014 Aston Martin Vanquish 1 photo
Photo: original photo by autoevolution
If you think for a second, Audi is the current owner of Lamborghini, Bentley and Bugatti is owned by Volkswagen, BMW is at the helm of Rolls-Royce, while Ferrari and Maserati are in the hands of the Fiat Group. Despite the favorable times luxury and sports car marques are living in nowadays, it's virtually impossible for one to make it big in terms of sales volume without the aid of a big group.

It's already known that Daimler, or should we say Mercedes-Benz AMG, has signed a deal with Aston Martin, with the British carmaker to receive electric, electronic and V8 mills from the German manufacturer. But Aston Martin's problems are way deeper than just that. All Astons since the original Vanquish are using the VH platform. Now 13 years old and at its fourth-generation, it's clear than the VH architecture is limited compared to the state-of-the-art chassis technologies used by Lambo or Fezza.

Even in terms of sales volume, the British car manufacturer has sold roughly 4,200 vehicles in 2013, which is way less than Lamborghini, Ferrari, Maserati and Bentley. All things considered, we have a sneaking suspicion that Daimler AG will buy Aston Martin as a whole and turn the brand around. Until then, we would kindly remind Aston Martin that besides their aging chassis, engine and transmission technologies, a big problem with the brand's lineup is that all current models are too similarly styled.
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About the author: Mircea Panait
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After a 1:43 scale model of a Ferrari 250 GTO sparked Mircea's interest for cars when he was a kid, an early internship at Top Gear sealed his career path. He's most interested in muscle cars and American trucks, but he takes a passing interest in quirky kei cars as well.
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