The problem with Aston Martin and their current range appears to be one of misjudged conceptual thinking. You cannot deny their beauty, or the passion of those involved in their design and engineering, and I am sure that Dr Bez has the charisma and leadership in the same vein as Victor Gauntlett and David Brown had, but the cars appear to me to be mixed in their messages.
Take the V8 Vantage. The term Vantage was always applied to the more performance orientated Astons, and yet here it is on a "bread and butter" model, if you can call it that. The DBS appears to be missing the 9 in its moniker, and appears to not rival anything in any market. If I want a more hardcore sportscar, then the Porsche 911 GT3 is cheaper, and a more accomplished GT can be found in the Ferrari 599, for a little more outlay. Dont tell me that those who can afford one would not be able to afford the latter, even if it is more expensive. And don't get me started on the Rapide, which is in fact a Lagonda name. DB9 4 door more like. It looks as though something heavy sat on it and it became longer and lower under the resultant pressure!
And is it me, or is there a bit too much flashiness comming into the products. Astons should not, and never have been, about flash. Restraint, class, beauty, brooding aggression, were more the order of the day, a kind of iron hand in a velvet glove. But just look at that gear lever! What happened there. And the over abundance of chrome in the interior strikes an uncomfortable American chord with me. Surely what Americans could appreciate about AstonMartins were their inherant Englishness, not the other way around.
I love Astons, always have, but I cannot help but be slightly wary. The passion is there, but the cars look the same, and the marketing appears to have been thought through without detailed understanding of the brand. And Aston Martin is more than just James Bond's car.