CHRIS HARRIS
Aston’s latest rebrand has left Chris confused... and with more questions than answers
ILLUSTRATION: PAUL RYDING
A while ago I managed to upset some people who run Aston Martin. I wasn’t invited to drive their cars for a while, but I’ve been allowed to step down off the naughty step. So I’m not that keen to wind them up again – but I do have some questions to ask... because I really don’t understand Aston at the moment.
The company’s troubles have been well documented in the press, so I don’t need to rake over them here. Sales aren’t what they should be and debt is high. I don’t know a single person who takes any satisfaction from that position. Everyone loves the brand and wants it to be selling many cars and making great profits. The only times that people become frustrated with car brands is when company representatives make public statements that seem designed purely to obfuscate, or are quickly contradicted. Or when they announce some baffling rebranding exercise. Both of these will play a part in my questions.