The word on the street or at least the web is that Aston Martin is considering moving the V8 Vantage and DB9 replacement models further up-market. The strategic move is to position the models with a higher price tag and allow them to sell in lower numbers, ensuring that Aston’s stay exclusive yet profitable.
Aston Martin is most likely currently testing how far they feel they can move the brand with the million dollar plus One-77 limited edition.
The AUD $360,000 Aston Martin DB9 was released in 2004 and the smaller $260,000 V8 Vantage followed in 2005. Rumours are that Aston is contemplating a number of options. The two cars are due to be replaced early next decade and one option is to price the replacement DB9 closer to the $500,000 DBS, allowing the V8 Vantage to move upwards and closer to the current DB9. Considering the current 911 Turbo starts at $335,000 this would enable Aston to unleash more power under the hood of the baby Aston and go head to head with the Turbo 911.
Another less likely option is to replace the V8 Vantage and DB9 with a single model. This is a more risky move as the two vehicles currently cater to different competitors. The V8 Vantage competes nicely with the 911 C4S and Audi R8 whilst the larger DB9 is a true Bentley Continental GT and Maserati Granturismo fighter.
Next year we’ll also see the tantalising V12 Vantage hit the roads which may well be a precursor to the next generation Vantage.
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