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Aston Martin Takes Aim at Hermes to Set Up for Possible IPO

  • Aston Martin wants to be more like Hermes than Ferrari
  • Lagonda brand being revived to target Rolls-Royce buyers
Updated on

Aston Martin Lagonda Ltd. is taking aim at Rolls-Royce as well as luxury brand Hermes as the sports-car maker positions itself for a possible initial public offering.

The British marque is seeking to broaden its appeal with the world’s wealthy by becoming more than a maker of vehicles like the new DB11 sports car. The goal is to generate net profit in three years, which would be the first since 2010.