Will AMG save A(ston) M(artin)?

If Aston Martin were a cat, it would slowly but surely run out of lives. The car maker that has spoiled us with some of the most beautiful sports cars through history has declared bankruptcy no less than seven times. In 2018, an IPO was supposed to solve its financial problems but in the two years since, Aston has missed more earnings estimates than its had bankruptcies, leading to a stock price declining by 90%, The Gaydon-based company lost GBP 104m in 2019 and a further GBP 120m in Q1 2020, and now has total debt of around GBP 1bn. But as has emerged over the last weeks, there may be hope for Aston – yet again.

Not a very successful IPO…

That hope has three names. The first is Tobias Moers, the long-time and very successful AMG boss that will take over the helm at Aston after Andy Palmer’s five-year reign. Moers is credited with having taken AMG from a tuner among many to a very profitable division of Daimler, even if it’s been at the cost of some AMG brand dilution. That is also something Aston and Andy Palmer know something about, as under Palmer’s reign, the Aston symbol has through licensing deals appeared on everything from clothes to boats. To his credit is having kept Aston’s outgoing models running longer than anyone thought, but also having launched three new cars in as many years – the new Vantage, the DB11 and the DBS.

Moers has a reputation of being a real petrol head – and a man many are afraid of…

The second name that bodes well for Aston is its new shareholder and financier Lawrence Stroll, who has already injected GBP 540m in the company for a controlling stake. Stroll’s F1 team Racing Point will be renamed Aston Martin next year, it is Stroll who appointed Moers, no doubt also with the thought of developing the existing collaboration with Mercedes further, and Stroll certainly has a role in getting Aston’s other new major shareholder aboard, Mercedes F1 boss Toto Wolff. So for the future of F1 it looks quite solid – but what about the road cars?

It’s not just the colour that is debatable…

The volume car in the current line-up is of course the Vantage. The problem is that it doesn’t sell very well. Its looks have been debated and whatever you think of it, no one thinks it looks better than the car it replaces. That shows in the sales numbers and puts even more importance on the new DBX SUV being a success. It seems to be a car that has a lot going for it and it’s certainly in a segment that is growing strongly, so time will tell. Most people – me excluded – also seem to think it looks quite good, which would be a first among luxury SUV’s (see my thoughts on that topic here).

There is some irony in that just as was the case with Porsche 15 years ago, if Aston is to be saved, it’s by an SUV …

Can Moers as Aston’s new boss, Stroll as its new shareholder and an intensified collaboration with Mercedes, for example in Mercedes using Aston’s newly developed V6 engine, save Aston Martin, and is it then time to buy the stock? This isn’t the place for stock tips but the downside is obviously limited, and what should also be said is that neither Mercedes nor Lawrence Stroll have become successful by losing money, so there is indeed hope. Time will tell.

In other news it should be noted that a very strange F1 season started on Sunday with the Austrian GP. Face masks everywhere, obviously no audience, and overall quite a strange feeling. The race itself was also strange, with Bottas (Mercedes) winning ahead of Leclerc (Ferrari) and Lando Norris (McLaren), no doubt the surprise of the day but the result of no less than 9 cars retiring, and Hamilton (Mercedes) being penalized for having put Albon (Red Bull) in the sand. You would think the teams would have had enough time in the last months to solve really all technical issues, but apparently that’s not the case… Sebastian Vettel (Ferrari) started outside of the top 10 and spun himself to the very end of the field after half the race, before finishing in 10th place. As we learnt last week Ferrari didn’t even offer him a contract for 2021 and as per the time of writing, no one else has either. I stand by my assessment from earlier this year (see here) that Vettel will leave F1 after the season.

The silver arrows are black this year, but can be expected to be at the front of the field.

One thought on “Will AMG save A(ston) M(artin)?

  1. Pingback: The best of 2020! – The Thrill of Driving

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