Five-point-turn: Moers’ simple steps to make Aston great again
1. Efficiency: Two production lines become one, 70 work stations become 23, from 3,000 cars in stock to build on demand. Seems obvious, doesn’t it?
2. Energise: A healthy company is a happy company: “I asked somebody on the shop floor last week, ‘how is it going?’, and the answer was ‘good, because you’re here’,” says Moers, modestly.
3. Excite: Take on Ferrari and Mclaren with a three-prong mid-engine programme – Valkyrie first (with spin off specials), then Merc-engined V8 plug-in Valhalla and Vanquish to follow.
4. Electrify: Plug-in hybrid DBX by 2023, plug-in DB11 and DBS to follow. First full-EV Aston sports car by 2025 or 2026, possibly on a full Merc EV platform, 50 per cent of sales pure-electric by 2030.
5. Expand: F1 is making Aston look sportier, so room for Lagonda to bring the luxury. Think Maybach S-Class, not standalone models. Aim for sales of to 9k to 10k a year, Ferrari makes a profit at 6k. |