'Aston Martin CEO Tobias Moers doesn’t have to be popular, he has to deliver'

Steve Fowler gets the inside track on Tobias Moers' future plans for Aston Martin

Opinion Tobias Moers

Eight months into the job, Aston Martin’s new CEO Tobias Moers opened the doors to his firm’s Gaydon HQ last week and gave us an opportunity to find out more on his vision for this great British brand.

His Project Horizon plan is wide-reaching, although the surprises are as much about what he’s not doing as what he is.

The programmes that Moers has inherited from former CEO Andy Palmer are continuing; first Valkyrie deliveries will be later this year, while mid-engined Valhalla and Vanquish models will arrive from 2023.

They won’t be powered by the planned in-house V6 hybrid, though. “What I found was a concept engine,” Moers told us. Hybrid V8 Mercedes power will be used instead, to Aston’s precise specifications. So will Aston be more reliant on Mercedes, but less like Mercedes in future? “Exactly, that’s the task,” he said.

Also canned seem to be continuation models like the DB5 Goldfinger. Moers was asked if there would be any more. “I’m not so sure,” he replied.

Moers has adjusted production processes, which makes sense, as does his plan to enhance the level of luxury at every step of Aston Martin ownership, from the website, to the cars, to the service experience. Luxury is about precision and personalisation, he says: “Aston Martin as a brand stands for British luxury” .

But is he taking the rest of the Aston Martin team along with him on his vision? The word from insiders suggests he’s not the most popular new boss. His silence when asked whether Astons are beautiful enough spoke volumes, as did his comment, “There’s an opportunity for the future interior-wise for sure,” suggesting some tension between CEO and design department. 

But Moers doesn’t have to be popular; he has to deliver. Q1 results and DBX sales look strong so far, but shareholders, Aston owners and buyers, and fans will be watching closely.

For more on Mercedes' involvement with Aston Martin click here...

Recommended

Mercedes Vision EQXX extends all-electric record to 747 miles
Mercedes Vision EQXX - front tracking
News

Mercedes Vision EQXX extends all-electric record to 747 miles

Mercedes has broken the record for the longest trip without recharging in its Vision EQXX
23 Jun 2022
Mercedes recalls ML, GL and R-Class due to braking issue
Mercedes

Mercedes recalls ML, GL and R-Class due to braking issue

Mercedes says rust could cause affect the brake booster on three older models and has issued a recall
6 Jun 2022
Mercedes-AMG One hypercar unveiled in production form with 1,048bhp F1 power
Mercedes-AMG One - front
Mercedes

Mercedes-AMG One hypercar unveiled in production form with 1,048bhp F1 power

The F1 tech transfer from race track to road finally comes good as the Mercedes-AMG One hypercar makes its public debut
31 May 2022
Best British modern classic cars 2022
Best British modern classics - header image
Modern classics

Best British modern classic cars 2022

Britain has its fair share of automotive icons, with many now finding themselves at a tempting price
24 May 2022

Most Popular

EU demands speed limiters on all new cars from next week: know the rules and how they work
speed limiters
News

EU demands speed limiters on all new cars from next week: know the rules and how they work

Car industry body calls for UK government to adopt the new measures, but we’ll probably get them anyway…
29 Jun 2022
New MG 4 electric hatch arrives with 280 miles of range
New MG 4 2023
News

New MG 4 electric hatch arrives with 280 miles of range

The all-electric MG 4 hatchback rivals the Volkswagen ID.3 and introduces MG’s new MSP electric platform
28 Jun 2022
New Toyota Corolla prototype review
Toyota Corolla prototype - front
Road tests

New Toyota Corolla prototype review

We try out the updated Toyota Corolla hybrid ahead of its official arrival
30 Jun 2022