Since the days of early James Bond, British automaker Aston Martin has focused on a lineup of handmade performance luxury sports cars that have been called some of the most beautiful in the world.
The trouble with such a niche is money. Even selling cars that can cost $200,000 or more can create a profit problem when selling in low volume. To address that problem, many of the world’s top-end automakers are producing vehicles that appeal to a larger audience.
It all started when Porsche introduced the Cayenne SUV. Now Bentley and Lamborghini are doing the same. For Aston Martin to survive in this new world, it can’t rely on its old strategy and will add seven new models in the next few years, including a luxury sedan and crossover SUV.
For those who believe that’s good news, it gets even better: the United States is a prime market for Aston’s expansion.