Opinion: What's Happened to Aston Martin?
www.nysun.com
Oct. 24, 2024, 8:13 a.m.
The esteemed British brand has lost the once only reliable thing about their cars; that they were beautiful. For most of my childhood, I wanted to be a car designer, and the brand I sketched the most was Aston Martin. It was not the Bond association though. With Aston, you could look to almost any time in their heritage and find the same signatures but interpreted in fresh new ways. They all had that long, flowing hood, a curved, bubble-like glass-house, and a tight, muscular rear; and whether you were thinking about the classic DB5, Callum’s DB9, or my personal favorite, the 1990s Vantage, they all were masculine, elegant, and powerful. That is, until the 2010s, where Aston hit a bit of a rough spot. Ian Callum had so perfectly nailed the turn-of-the-century Aston Martin look with the DB7 and DB9, that everything else just had to riff off that look. The Vanquish, DBS, 2005 Vantage, One-77, and four-door Rapide were all just variants on that design language, and though they all were beautiful, the look was getting a bit tired, and each face-lift, attempting to modernize them, simultaneously made the look less pure whilst also making it obvious how old-hat it was.