Aston Martin has an extraordinary heritage, and as an owner of both the DB12 and now the new Vanquish, I have experienced firsthand the emotional appeal of the brand. Yet if the company truly intends to turn a decisive corner, the strategic opportunity lies with the Vantage, the entry point into the Aston Martin ecosystem.

Today’s market reality is clear: the Vantage is constrained by a traditional hierarchy that deliberately limits its power to protect the positioning of higher‑tier models. This is an approach many manufacturers have historically taken, but it no longer aligns with contemporary buyer expectations. The new AMG‑derived V8 is fully capable of delivering far more performance, even in the realm of 800–900 horsepower range and such a step would fundamentally reshape the Vantage’s competitive standing.

The Porsche 911 will always retain certain dynamic advantages inherent to its rear‑engine architecture and AWD on the 911 Turbo. However, Aston Martin does not need to out‑handle or out-accelerate the 911 to win the segment; it just needs to out‑power it. Buyers in this category respond strongly to performance metrics and bragging rights, and the Vantage has the potential to dominate that conversation if Aston Martin chooses to unlock its full capability.

Most enthusiasts and specifically Gen-X enthusiasts would prefer to own an Aston Martin over a 911,  the brand equity, emotional resonance, and design language are unmatched. But buyers also expect commensurate performance for their investment. When customers feel they are not receiving the full value proposition, they hesitate. If Aston Martin continues to rely primarily on the “distinguished gentleman’s car” positioning, it risks limiting its appeal to an ever narrowing and aging audience than the brand deserves.  There are only so many people that can afford to and more important willing-to spend $250K+ on a car.  Boomers and Gen-X's are shrining not growing in numbers.

A bold, performance‑forward Vantage would attract an entirely new stream of buyers, strengthen the brand’s relevance, and reinforce Aston Martin’s place as a leader rather than a follower. The opportunity is there — the question is simply who within the organisation is willing to champion it.

Have thought the same for years. Exterior still looks new.

The lens required to understand the position of the market is not to eye a short term profit. It is to understand how the market will look in ten years. You have to factor in scarcity, desire, economics, legislation and a host of other points including that most-important-of-all which is “what moves you?”

Love those 296- great car for the money

Gordon sold his own F1 when they hit 25mill because of the very reason you said.

I’ve just bought a manual R8 V10 .  Agree on Ferrari 296

So no love for that stunning blue Zagato next to the DBS? I'd trade my Vanquish Volante and DB11 Volante for one of those. DBS look outstanding...buy that car please

There is  a disconnect somewhere. If millionaires are leaving the uk (as we are led to believe) it would suggest they would be liquidating their car collection because you can’t take them to many low tax havens.  If there is less Uk millionaires you would expect there to be showrooms full of good value cars.

That 599 is the sweet spot Rich.

I love astons

DBS is a stunning design looks so much better than cars that are a chunk more expensive. I’m really curious to see how this mkt pop plays out as the move up in some models over a relatively short space of time has been staggering.

Interesting comments on the AM DBS Superleggera Volante value. My preference would be the Bond AM DBS 2010 MY. Sitting between £60k to £80k depending on mileage for an sportshift.  Do you think they will appreciate in value. I feel they haven't really gone up the way other Marques of that era have and the Bond link should probably have helped them.

Re not driving due to value going up is because you have not made enough yet those that have don’t care about the value the same, hopefully one day you will get there Richard and you will see what I mean, onwards and upwards

What happened to the yellow Murci SV?

In terms of investment, the Aston's seem great value, but the trouble has always been (and we see with current DBS and Vanquish cars) they do not appreciate like others.  Great cars, no doubt, but that's the market.

would you rather a DB12 or DBS for similar money?

Perf over STO, I always thought Lambo has to be AWD to get true Lambo experience.....
Always loved Portofino over Roma....
I bet Aventador S convertible will jump in value due to rarity....

I can’t see this market sustaining….some speculators are def gonna be left holding the “baby”  the majority of these cars a standard production run vehicles being sold in a bloated market by dealers feeding investment speculators.

UK PLC is a sad joke ..can't compare to USA which started the car bubble. Will end in tears.

VVS has had a lot of that stock for a while. If they’re all bargains why arnt people snapping them up. My view is wait for winter for the correction. Nobody wants sports cars in winter.