While Aston Martin is concentrating on the relaunch of its Lagonda brand, the premium sports car maker is considering a strategic change for its next-generation of sports cars. According to AutoWeek, the DB9 and V8 Vantage models may move upmarket with a higher price tag and lower production volumes.
Basically, Aston Martin wants to charge more for its cars and wants to be more exclusive. It’s testing the market with the new $1.75 million One-77 of which only 77 units will be made. If Aston Martin is basing its decision on how well the One-77 does, we can expect the next round of Aston’s to carry a higher price point since all units of the One-77 have been accounted for.
The Aston Martin DB9 and V8 Vantage replacements are currently in concept stage and are expected to be launched in 2011.
Two options are currently being considered. One is to move the Vantage closer to the DB9 price tag and move the DB9 closer to the $277,000 price tag of the DBS. Another option is to replace the DB9 and the Vantage with one exclusive model. When FoMoCo dropped Aston last year, rumor on the streets was that a mid-engine was in the works for 2011.
Do you think Aston Martin should move upmarket with the way the industry is going right now? Let us know what you think in the comments section below.