'Aston Martin will bounce back better than ever'

Aston Martin's recent money troubles have become headline news, but Steve Fowler believes this is just a minor bump in the road

OPINION Aston Martin Rapide E

When I met up with Aston Martin CEO Andy Palmer recently, he’d had a pretty torrid time. Financial results were not what he, or the markets, wanted, resulting in a drop in share price for this newly floated company. “I’ve had better weeks,” he admitted.

While Aston had been courting publicity in the run up to floating, the attention when things haven’t been going so well has seemed even greater. Maybe that’s a typically British thing – areas of the mainstream media sometimes don’t seem to want to see British success.

Aston Martin announce £78.8million loss

What has disappointed me most is the amount of vitriol that has been aimed personally at Palmer – and by one of Fleet Street’s supposedly more respected titles, too. Sure, when you put yourself up there, you have to expect a fair amount of questioning. But this went too far – Palmer has always done what he thinks is best for a British car company and the UK car industry.

Incredibly, Palmer was relaxed when I met him. But then again, he’s never more at home than when behind the wheel and talking passionately about product.

And it’s this product that points to Aston’s future – one that some commentators could do with taking a good look at. This time next year, not only will Aston’s first all-electric car, the Rapide E, be with customers, but the crucial new DBX SUV will also have been launched. 

There was a camouflaged DBX tucked away in one of the garages right by us – it would have been rude not to take a look! This is a car that will change the company, boosting production and sales, and delivering crucial jobs in Wales. Beyond that is more product with sound business sense and a great deal of desirability behind it.

Aston’s revival under Palmer has always been a long-term plan – as investors and commentators should realise. There were always going to be bumps in the road along the way. But from where I’m sitting, the future for Aston, its employees and its owners is still looking good.

Do you agree with Steve that Aston Martin can and will bounce back? Let us know your thoughts in the comments below...

Recommended

James Bond's Aston Martins: We drive 007's DB5, DBS, V8 and Valhalla
James Bond Aston Martin feature - Hugo header
Aston Martin

James Bond's Aston Martins: We drive 007's DB5, DBS, V8 and Valhalla

In the build up to the 'No Time To Die' premier, Aston Martin wheeled out its stars of the film and even let us take them for a spin around SIlverston…
29 Sep 2021
Limited-run Aston Martin DB5 Junior launched for new James Bond film
Aston Martin DB5 replica No Time To Die
Aston Martin

Limited-run Aston Martin DB5 Junior launched for new James Bond film

Just 125 examples of the dinky Aston Martin DB5 replica will be built – and, like the iconic on-screen car, each will be fitted with a range of hidden…
21 Sep 2021
Aston Martin launches DBX, DBS and DB11 MY22 updates with new online configurator
Aston Martin online configurator 1
Aston Martin

Aston Martin launches DBX, DBS and DB11 MY22 updates with new online configurator

Aston Martin’s new configurator is powered by gaming software, and showcases a range of updates for the company’s model range
21 Jul 2021
New Aston Martin Valhalla supercar revealed with 937bhp hybrid power
Aston Martin Valhalla - reveal front
Aston Martin

New Aston Martin Valhalla supercar revealed with 937bhp hybrid power

The new mid-engined Aston Martin Valhalla supercar uses a 4.0-litre V8 plug-in hybrid powertrain and will heavily influence Aston’s next-generation mo…
15 Jul 2021

Most Popular

Best electric cars to buy 2022
Best electric cars
Electric cars

Best electric cars to buy 2022

There are more electric cars than ever to choose from, so we've picked some of the best you can buy in the UK now
10 Jan 2022
'The best car in the world is Korean'
Opinion Mike Rutherford
Opinion

'The best car in the world is Korean'

Mike Rutherford praises Hyundai and Kia's joint win in Best Cars of the Year
16 Jan 2022
Top 10 best hybrid cars to buy 2022
Best hybrid cars - header image
Hybrid cars

Top 10 best hybrid cars to buy 2022

Hybrid power is the way forward if the car industry is to be believed so we've found the top 10 best hybrid cars to buy now...
2 Jan 2022