Mercedes-Benz Starts Car Shopping, Looks at Aston Martin
We all want more. Whatever it is, we’re never content with what we have. We need more money, a bigger home, more ice cream and a better car.
This is as true for corporations as it is for individuals.
The guy with a BMW eventually grows tired of his ol’ Beemer and wants a Rolls-Royce. The Porsche driver might tire of his sports car and want to upgrade to a Lamborghini. It’s the nature of humans to strive for the next attainable goal.
Since humans own corporations, they too never stop making purchases to expand.
BMW upgraded and bought Rolls-Royce. Volkswagen owns Porsche, Lamborghini, Bentley and the pinnacle of all automobiles, Bugatti.
It’s only a matter of time, I suppose, before fellow German automaker Mercedes-Benz feels left behind and looks for an exclusive brand to add to its stable. I mean, there are few feelings as bad as driving home in your Benz when the neighbors have upgraded to Rolls-Royces and Bugattis.
As it turns out, the folks at Daimler, corporate overlord of Mercedes, have indeed been in the market for something nicer and have their sights set on a little bit of British elegance: Aston Martin.
I’m emotionally torn upon hearing this news. On one hand, it would be nice to see Aston flourish under the umbrella of a larger company. If the options are go out of business or sell to Benz, the latter makes sense. On the other hand, Aston Martin is perhaps the last independent carmaker crafting luxurious supercars, and it would be a bit of a shame to see AMG engines under those long sculpted hoods.
Daimler chairman Dieter Zetsche told Autocar that the German company, which already owns five percent of Aston, isn’t trying to buy the British sports-car maker right now, but also said he wouldn’t rule out the possibility of a purchase completely.
We all know that once the shopping starts, a purchase isn’t far behind.
Should Mercedes-Benz buy Aston Martin?