How chasing Ferrari improved Aston Martin, with help from Mercedes-Benz:
brand and Aston Martin chief executive since August 2020, rattles off a list of moves including cutting one of two assembly lines and bringing more bespoke items like seats in-house.
Moers has cut Aston Martin's inventory to 600 sports cars from 2,000 — its cars sell for an average of around 150,000 pounds — and customized orders now account for 50% of sales versus 6% when he joined the firm.Stroll says with itsthe company is targeting a gross profit margin per vehicle of at least 40% and in some cases 50%. Analysts put Ferrari's figure at over 55%.
Stroll says Aston Martin will benefit from a deal made with Mercedes-Benz in October 2020 where it gets access to the German carmaker's latest engines and EV technology. "It was really important for a company of this size, particularly with electrification coming ... to have a big brother," Stroll said."So I did a really transformational deal with Mercedes-Benz in order to get their electric architecture."Carmakers have focused on outsourcing for decades, but increased customization has Aston Martin reversing that trend, said CEO Moers.
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