At the edge of the abyss at the end of 2019, the Aston Martin brand began an impressive moult with the arrival of Lawrence Stroll as a shareholder via a consortium, after having already bought Racing Point, at the end of January. The Canadian has launched major projects within the brand, with the launch of an F1 project on the bases of Racing Point, but also the cancellation of the Le Mans program with the Valkyrie.
Regarding road cars, nothing has been specified for the moment and the manufacturer is still counting on the success of its first SUV, the DBX, to increase its sales volume, as have other luxury brands . But Stroll’s strategy is not focused solely on the sporting aspect of Aston Martin, and changes have been initiated internally across the company, with the first effect of the departure of CEO, Andy Palmer.
Arrived in 2014, Palmer is held responsible for the economic difficulties in which Aston Martin was bogged down before the arrival of Stroll, but also for the vertiginous fall of the stock market action, since it went from 19 pounds at the end of 2018 to 0 , 35 delivers today. The favorite to replace him is Tobias Moers, now CEO of the sports department of Mercedes, AMG. Nothing has been confirmed by Aston Martin yet, except for upcoming changes in direction: “The company confirms that it is in the process of reviewing its management team and announcements will be made in due course.”
After the arrival of Toto Wolff in the capital of the brand, the rumors of a rapprochement between Mercedes and Aston Martin in F1 will certainly be revived by the arrival of Moers at the head of the firm of Gaydon, if it is confirmed. However, the two manufacturers are moving away on an industrial level, since the AMG engines will no longer be used by Aston Martin, which will manufacture its own propulsion units in the future, for its entire range. In addition, Daimler is a 5% shareholder, as stipulated in the agreement accompanying the supply of engines for production cars, and has a veto over the arrival of potential investors.