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ASTON MARTIN EYES A MOVE UPMARKET.(NEWS)
Byline: JULIAN RENDELL
Aston Martin is considering a strategic change for its next generation of sports cars to tie in with its recent decision to relaunch the Lagonda.
Under consideration is a plan to move its two bread-and-butter sports carsthe DB9 and the V8 Vantageupmarket to higher price points and lower production volumes.
Aston is experimenting with an upmarket shift, with the new One-77 supercar and its Bugatti Veyron-rivaling price of $1.75 million. Although Aston has said that it would make a maximum of 77 cars, insiders privately say the market is closer to 25.
That's a smaller volume than that for the DB9 and the Vantage. The two make up about 6,000 of Aston's 7,000 units of production, and they have been instrumental in the company's return to viability.
The DB9 and Vantage replacements are still at the concept stage, projects VH500 and VH600, with a 2011 launch date penciled in.
These replacements mark the start of Aston's new product plan under Kuwaiti ownership. When Ford sold the company last June, Aston's business plan took it out to 2010.
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Source: HighBeam Research, ASTON MARTIN EYES A MOVE UPMARKET.(NEWS)