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Aston Martin Lagonda Global Holdings plc
Aston Martin builds and sells luxury sports cars and grand tourers, mostly to wealthy buyers who want a fast, beautiful car with a famous badge.
Aston Martin makes luxury sports cars and grand tourers — the low, loud, gorgeous kind of car that shows up in James Bond films and on bedroom posters. It sells them under two brands, Aston Martin and Lagonda, to rich customers around the world. The company is based in Gaydon, England, and it has been building cars for more than a century.
The business is simple in theory: design a car people lust after, sell it for a big price, and make money on each one. In practice it is hard. Aston Martin is tiny compared with giants like Ferrari or Porsche, so it cannot spread the cost of developing a new model across huge volumes. Each new car platform, engine, and factory upgrade costs a fortune, and the company has to sell relatively few cars to earn that money back. That is why it has spent years losing money, borrowing, and bringing in new investors. The plan under executive chairman Lawrence Stroll, who took control in 2020, has been to sell more cars at higher prices and lean into the brand's racing and luxury image. The company launched the DBX, its first SUV, which matters because SUVs sell in bigger numbers and at fat margins. It has also pushed special editions and personalization, where buyers pay extra for unique colors, leathers, and details. Aston Martin is also a fixture in Formula One, which gives the brand global exposure even if the racing team itself is not a huge profit center.
The hard truth is that Aston Martin has been a fragile business for most of its public life. It has cycled through owners, CEO's, and rescue financings, and its shares have fallen a long way since listing in 2018. The cars are adored; the balance sheet has been the problem. Whether it can finally turn fame into steady profit is the question every investor in the company is really asking.
Saved answer · last researched 14 Nov 2026