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Aston Martin CEO Outlines Future Strategy, Wants More Manual Transmission Variants

After five months as CEO of Aston Martin, Adrian Hallmark is unveiling his vision for the brand’s future, drawing inspiration from Porsche’s model strategy and reaffirming his commitment to purist sports cars. Among his key priorities is the return of manual transmissions, an element he believes is crucial for delivering an engaging driving experience.

Hallmark highlighted the importance of developing multiple variants for each model, ensuring differentiation beyond simple colour and trim updates. “For a true, purist sports car experience, we need a manual,” he stated, hinting at potential future offerings. Aston Martin’s last manual transmission was featured in the limited-edition Valour and Valiant models, while the 2019 Vantage AMR was the most recent standard production manual model. Hallmark sees strong demand for manual sports cars, as demonstrated by the success of the Porsche 911 GT3 and S/T.

Expanding Model Variants and Performance Enhancements

Hallmark’s strategy includes introducing models with distinct mechanical characteristics, such as varied suspension tuning and increased power. He even suggested a possible road-legal version of an existing race car. However, certain variants may be region-specific. While he acknowledges that some immediate updates will focus on aesthetic enhancements, more substantial changes will take 12 to 18 months due to required certifications.

For the DBX SUV, Hallmark envisions a more luxurious version, addressing its relative lack of refinement at lower speeds compared to competitors. However, he has no intention of transforming it into a Rolls-Royce Cullinan rival. Meanwhile, the DB12, Vantage, and Vanquish will lean further into their sporting potential, reinforcing Aston Martin’s performance-driven identity.

Enhanced Customisation and Business Transformation

Beyond new models, Hallmark aims to expand Aston Martin’s customisation options. Early in his tenure, he commissioned a competitive analysis of personalisation offerings, leading to plans for a more extensive options list. Customers can expect these expanded choices in the coming months.

Hallmark is also focused on streamlining the business to enhance efficiency and profitability. “Aston Martin has immense potential. We need to transition from a high-potential company to a high-performance one,” he stated. “Personalisation, derivatives, and operational efficiencies will drive revenue, but we also need to be leaner and more productive.”

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