Aston Martin’s new boss tells us about the way forward for the corporate

The lifetime of a automotive firm will not be a simple one; as Tesla CEO Elon Musk has usually famous, “[a]s of 2016, the variety of American automotive firms that have not gone bankrupt is a grand whole of two.” Aston Martin is not American, nevertheless it has gone bankrupt previously—greater than as soon as, in truth. Based in 1913, it has at occasions been owned by industrialists in addition to the Ford Motor Firm, however at this time it finds itself publicly listed on the London inventory alternate, buying and selling at a less expensive worth than its preliminary providing in 2018.

On the similar time, it has a product portfolio that now consists of that must-have—an SUV—in addition to an elevated presence in Method 1. Maybe extra importantly, it additionally signed a know-how switch settlement with Mercedes-AMG that provides the small marque entry to the most recent and best in powertrain know-how. And the British firm has a brand new CEO: German businessman Tobias Moers. Moers joined the corporate in 2020 after greater than 20 years at Daimler AG, most not too long ago as head of… Mercedes-AMG.

Not too long ago, Ars met up with Moers (through Zoom) to speak about electrification and the way forward for James Bond’s model of alternative.

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