While visiting New York recently, I came across the Aston Martin store on Park Avenue. There sat a Valhalla. Great looking car! Receiving the announcement of the new regular production Aston the other day, what we are getting is basically the same design with more power. Sales are puny and rather than rethink the offerings, what we get is more of what is already not selling. No wonder their finances are a disaster.

 

I actually think the current offerings are excellent. The new CEO has indicated that he wants to slow the production of "new" models and do what companies like Porsche does and make different iterations of the base model, thus I believe the release of new Vantage and DB12 "S" versions.

My opinion ($.02) is that their price point is what is making it a challenge to build a new following considering all the competition in that bracket. AM has a l-o-n-g history of unreliable expensive cars that depreciate like stones in a lake. I think if the cars were more attainable that would help build an ownership base and improve reputation. The new cars are amazing. I just hope the new leadership can thread the needle and find the right sector to sell them in

 

Why buy new and take a major haircut when a 2-yr old car which is not very different is available with low miles for 1/3-1/2 the cost?

 

THIS! I priced a new Vantage S and, by the time I had it optioned out to my taste, I was $300 plus! I thought for a second and realized I had a whole range of other options to consider.

Do I really want to spend 300 on a car that I won't be able to get 1/2 the value out of in 3 years, or less?

 

The issues is the perceived and justified cost of ownership. The lack of quality dealership network and ridiculous parts cost is a major factor. They often seem to forget that the older attainable model is what introduces people to the brand, when your trying to get $2000+ for a crystal key, you turn alot of potential buyers away. Brand recognition is developed with the younger crowd being older models and then stepping up to the new stuff, they are pushing the younger people away without have the brand.
Very few people are going to choose a new aston when they can get ferrari or lamborghini for 300k used, most people would rather have a use ferrari then a new aston. At least the ferrari will keep its value, justified or not. Aston needs to fix their branding and perception of the lack of reliability and plummeting value if they want to play with the big boys. Mclaren is having the same issue, most people only buy those used, for thr new cost they rather go with a lamborghini

 

Had the same decision when I was looking to get into something newer than my 2008 V8 Vantage.

was tempted by a demo 2023 Vantage (yes, 23 demo still unsold in 2025), and just couldn’t bring myself to pull the trigger knowing that instantly it would be worth 30% less than the demo asking price.

Based on the spec sheet they gave me, it was already 30% off the new price. Would have been worth less than half the new RRP on day one of my ownership.

Bought a 2014 Vanquish with just 8000km instead of 30% less than the Vantage.

I love the look and feel of owning and driving an Aston, but when I’m ready to spend new-Aston money on a car, I’ll save myself some cash and buy a 458 and watch it appreciate while I drive.

 

I agree with these points, predominately, "lack of quality dealership network and ridiculous parts cost is a major factor". These are fairly easy to work on but get killed on parts availability/prices. Instead most maintenance gets deferred, brings questionable reliability to purchasers, and lowers overall value of the entire brand.

 

One of my old high school friends has a DBS Superleggera. He wants to buy a new Vanquish. I think he should stay away from the new Vanquish and go for an older model like DB5 or more recent one like a Vanquish Zagato. Much wiser investment. The depreciation in a couple of years on that new Vanquish is a enough to buy a used Rolls Royce!

 

Lovely how all the “enthusiasts” on this forum talk people out of buying an Aston.

 

The purpose of the thread was not to discourage buying a new Aston, just a sense of despair that the new cars are too much a rehash of previous models and that it is time to move in a different direction to keep the brand afloat.

 

Not sure how denying reality would help.

 

I would definitely encourage others to buy an Aston Martin, but I do feel like there are distinct right and wrong ways to go about it.

 

I don’t believe price is the problem. The Porsche guys spend that kind of money all day long. Their dealer cost for maintenance and repair of even their entry models are on a par with Aston. The difference is that Porsche has developed a rabid following based on excellent engineering and great driving vehicles. Apart for how it looks, Aston has failed to deliver on anything else.Their dealer network is a mess. The new Aston’s has attempted to rectify the power deficiency but the styling does not leave you breathless like the older cars.

 

The Porsche dealership experience is much better than most Aston Martin dealerships.

There was a meet up with local AMOC members this week. The consensus was that a blood draw was preferable to visiting our local dealership for service.

 

This is a flaming hot take.

The current line is up arguably the best design language of any exotic brand right now. They've been incredibly well received by the press and reviewers, and the general public. Aston have sold evey single one of the limited edition cars they've put out recently.

Ferarri keep making lego set cars that they're apparently having to force customers to buy (with the promise of access to any future decent cars), Lambos...well they're doing SHOUTY lambo things as usual, and McLaren hasn't done anything of note recently.