About a year ago a group of investors led by David Richard of Prodrive, along with some other Middle East investors, took Aston Martin out of the hands of Ford, its owner for the last 20 years or so, for about a billion US $.
Aston's business has been flourishing since then : 2007 was another record year in terms of volume, profits are said to be very healthy, Aston won Le Mans in its category, a brand new design center was opened last december, they launched their new flagship, the DBS, the 4-door Rapide was confirmed with a production outsourcing partnership in Austria, new dealerships were opened in Russia and China, etc. Business has been so bullish that several Private Equity players were said to have tender offers to get a stake at a substantial multiple to what David Richard and the other investors paid in March 2007.
Now, rumor has it that Daimler Benz would offer a slice of its equity for a big stake in Aston Martin.
Would it make sense : definetly yes to my point of view, and its very different from a mainstream car maker such as Ford having bought Aston (though, as a matter of fact, under Ford ownership and Ulrich Bez management as from 2000, Aston went from strength to strength)
Daimler-Benz is in the upper car market and already has a good knowledge of the super car market with both the SL range and the McLaren SLR. Moreover, its AMG division knows how to turn decent cars into road beasts ! Put differently, Aston's DNA is not as far away from Mercedes' DNA as it was from Ford's.
Technologically and component-wise, Aston, which is a very small fish in a big pond, has lots to gain, but it could also be both ways as its aluminium VH platform could be of interest to Mercedes which will stop its McLaren SLR next year.
If one looks at the tremendous success Audi has enjoyed at Lamborghini which was dead only a few years ago, or the one of Volkswagen with Bentley, a 10-fold production increase in about 6 years, one may realize that a merger between a big name and a small niche-focused luxury car maker may yield strong benefit.
However, let's stress again that this supposed Aston-Daimler Benz is a mere rumor at this point.
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