Aston Martin replaces the DBS with the all new Vanquish
|   Thursday, November 08, 2012
Aston Martin has high hopes on the Vanquish and this is a very important addition to the Aston Martin lineup of vehicles for the sole reason that it replaces the DBS. The DBS was a very popular vehicle and had sold almost 800 units in 2011. The vehicle was priced 60,000 Pounds more than the DB9 and was more successful than the original Aston Martin Vanquish.

The DBS was a highly successful model launch from Aston Martin and traditionally it was the DBS which saved the company from getting bankrupt back in 2008.
The sale of the DBS actually went up during the period and the proceeds from the excess sale managed to keep the company afloat.

The Ferrari 599 GTB is a direct competition to the DBS, however the sale of the 599 GTB dropped by close to 50 percent during the economic downturn during 2008 – 2009. However, the question that is bugging people at this time is whether the success of the Vanquish will come close to that of the DBS, keeping in mind that the rival companies have developed on their technology as well.

The all new Vanquish features a 730 BHP producing engine with a stout chassis and better handling and performance and the vehicle seems more apt to be a Mercedes Benz than an Aston Martin. The Mercedes Benz SLS will be a direct competitor to the Vanquish and Aston Martin is looking forward to selling 1000 models of the Vanquish per year post launch.

The SLS is however more popular than the Vanquish and it sells more than three times of what Aston Martin sells in a year. The primary problem with the Vanquish is its 10 year old platform with the V12 engine in place. The platform needs to be done away with and vehicles need to be designed on newer platforms if Aston Martin wants its vehicles to do well in future.

The DB9 Vantage was a big failure that Aston Martin had to deal with and the vehicle suffered close to 60 percent losses. So much so that the platform had to be pulled out of the market to reduce further losses. The DB9 too faced 71 percent losses back in 2007. The frequent launch of vehicles from Ferrari, Porsche, Mercedes Benz and BMW also eats a lot of the Aston Martin market.

Aston Martin faces an uphill task now in redesigning the Vanquish and pulling out the popular DBS. Aston Martin is selling close to 4000 vehicles a year now and the figures have dipped from 7000 cars a year and this is a huge loss that the company has to incur every year. Analysts hope that the Vanquish does what the DBS did for Aston Martin back in 2008 - 09.

However, with the lack of improvement in body work, chassis, performance, technology or comfort, selling the Vanquish will be a testing job for Aston Martin. The vehicle is expected to be launched fall 2013 and the hype in the market is increasing.
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