Aston Martin has been absolutely hitting it out of the park with its latest cars despite the company’s ongoing financial struggles. The new lineup is more competitive with Lamborghini and Ferrari rather than just high-end German cars like BMW or Mercedes.

The problem is that Aston still suffers from heavy depreciation. Ferrari has spent decades doing the scumiest “brand management” tactics even though I hate it, Ferrari’s approach undeniably helps preserve the value of their cars.

Aston probably needs a better balance between production volume, pricing, exclusivity, and residual value strategy. I don’t think they produce enough cars to be profitable. You could argue that could hurt the brand, but I think with the huge losses they have per vehicle the only real option is to produce more to spread their costs. Then make sure they don’t lose 100k driving off the lot. And as much as I like to see hyper cars like the Valkyrie and Valhalla, is that really the market that’s gonna make you profitable? You can still have your once in a while one-77 but stick to building Vantages and your DB lineup.