Aston Martin Is Chasing Ferrari By Making Its Cars More Bespoke And Building More Of Them | Carscoops carscoops
Aston Martin
in 2020 the rate of custom orders has risen from six percent of overall sales to 50 percent. That’s still behind Ferrari’s rate of customization, which analysts say is closer 55 percent, but it’s a significant step forward for the British sports car company. To facilitate increasing customization, it wants to make its own seats and steering wheels in order to make applying things like custom stitching more cost-effective, somewhat counterintuitively.
In order for its transition to electric performance to be possible, it will have to depend on its shareholder Mercedes-Benz. AccordingHaving a plan, though, does not necessarily convince investors.has been burning through money as part of its reinvention and it won’t be easy to make 10,000 units per year.
“It’s precarious and it is possible for this company to go bust,” Charles Coldicott, an equity research analyst at Redburn told Reuters. “If you put a gun to my head, I would say my base case isDespite the naysayers, though, Aston Martin believes it can forge ahead to create a sustainable business model in a more sustainable future.
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