Aston Martin: The Sky’s The Limit

My dad loves the James Bond film franchise. As I got older we started watching them together and saw the last few in theaters. Nothing says James Bond to my dad and me like Bond’s vehicle, the beautiful Aston Martin. The classic lines, the grace, the speed of that car takes my breath away every time. And now, with a new James Bond film coming out and Aston Martin announcing that they are taking to the sky with their next project, I’m even more eager to see how Aston Martin evolves with the times while retaining its chic design.

Aston Martin has been building cars in England since the early 1900’s, but it wasn’t until the 1960’s, with the appearance of an Aston Martin in the James Bond film Goldfinger that the vehicle became known around the world as a true icon. The Bond films continued to use the Aston Martin brand throughout its films, even into the Daniel Craig era (most memorable in Spectre) and apparently, beyond. Even with all the financial troubles that assailed the company throughout its first 100 years of business, it was able to stay afloat and roar into a new period of financial stability with models like the Vulcan, Lagonda, and DBX in production, and investments from outside groups such as Daimler AG and Investindustrial.

Andy Palmer, CEO of Aston Martin, has been tasked with turning its financial hardships around, part of which has been solved by the influx of investments. It remains to be seen, however, whether sales will pick up or keep declining. With Aston Martin’s history of quality products, it may be possible to keep moving forward, with the help of some innovative designs and a willingness to work outside the box.

Continued interest in older Aston Martin vehicles (a 1956 model was sold at Sotheby’s for over $22 million) as well as an advertising campaign aimed at a new audience of female drivers have kept the company in the public eye, but last year’s announcement of a flying version of the sports car could be the boost Aston Martin needs to jump into the future of travel. Some are skeptical, of course, that the plans are anything but publicity for the newest James Bond film, but so far the company has been resolute in its goal to have a working model within the next two years.

The new airborne vehicle would be an electric hybrid, with seating for three and vertical landing/take-off. Aston Martin isn’t the only competitor in this field either, as Rolls-Royce, Uber, and Airbus have also thrown their hats into the ring of up and coming individual air travel, though of course Rolls-Royce is the only one who will likely be able to match Aston Martin’s sports car designs. If you want to read up on Aston Martin’s announcement regarding their flying car design, you can do so by visiting the BBC write-up. Even if the majority of us will not be driving one, I’m hoping we’ll get to see it in an upcoming Bond film. It’s the coolest toy he has.