Mercedes-Benz to buy Aston Martin?

[PHYBENZ]

A new report from the U.K. suggests Mercedes-Benz is looking to buy heavily into Aston Martin. The news is not confirmed, but is alleged to come from well-placed sources in Germany. There have been reports of the two working together as recently as March, including Aston's interest in MB's hybrid technology and mention of the two teaming up on projects, so there may be some truth to that. Furthermore, the recent news of Mercedes stopping SLR production and separating from McLaren is also a possible indication.

Aston Martin's majority shareholder is Kuwait-based Investment Dar, and Kuwaiti Investment Authority owns seven percent of Daimler AG, MB's parent, according to Autocar's report. With only three models in its line-up — the DBS, DB9 and V8 Vantage — Aston Martin is a relatively small automaker and could certainly use the cash infusion and collaboration involved with a bigger manufacturer such as Mercedes.

If this news is to be trusted and the deal goes through, expect the next-generation aluminum-chassis SL to be a basis for an Aston Martin flagship as well, and other models with very similar mechanical specs.

LLN.com

Another article:

Unconfirmed reports from well-placed sources in Germany suggest that Mercedes Benz is looking to buy a substantial stake in Aston Martin.

Rumours of a potential tie-up between the two premium marques originally emerged from Kuwait in February. Adham Charonoglu, of Aston’s Kuwaiti majority shareholder DAR, suggested that Aston and Mercedes could collaborate on a range of ventures, from engine supply to entirely new models.

It now seems that Mercedes-Benz is taking a much more serious interest. And there is a business link; the Kuwaiti Investment Authority hold a seven per cent stake in Daimler AG.

Such a move could also help to secure Aston’s long-term future. A small company like Aston needs to buy in major components from a major automotive brand like Mercedes to remain financially viable.

We know the next generation Mercedes SL will switch to a lightweight aluminium platform, presenting an obvious opportunity for Aston Martin to collaborate with Mercedes to develop new models - sharing platforms, expertise and technology.

Mercedes-Benz’s current association with McLaren ends next year when the SLR goes out of production. This leaves the path clear Merc to start a new association with a British supercar maker.

autocarmag.com

 

[Tarek]

Interesting,AM will gain so much if this is true.

 

[siko]

Interesting,AM will gain so much if this is true.

Yeah but only if MB lets AM alone and not start dictating things in term of design.

I think AM is so succesful now only because (by some miracle) Ford didn't interfere. So AM is in a bubble, designing great cars.

 

[Tarek]

^True,but they can't go forever with the same theme,we're bored already the Rapide looks like it's gonna be a stretched DB9 so some creativity won't hurt

Having said that i don't think MB will interfere in the design but engine/trans type of dictation.

 

[H50]

No Please .. Cooperation Yes Owning the whole firm No.. what what will happen to Mclaren?

 

[siko]

^True,but they can't go forever with the same theme,we're bored already the Rapide looks like it's gonna be a stretched DB9 so some creativity won't hurt

Having said that i don't think MB will interfere in the design but engine/trans type of dictation.

Good point... I hate the Rapide mainly just because of the design repetition.

 

[Tarek]

what what will happen to Mclaren?

Nothing.But the level of cooperation with MB will be exclusive to engines only,no more supercars together like the SLR.

 

[ArmaniBenz]

I think that this is a very good combination for both automakers in terms of prestige, technology, economies of scale etc... I do not think that MB will interfere in design as Aston Martin should remain distinctly British but I do agree that more differentation is needed. I look forward to the day when the beauty that is Aston Martin is balanced by a beastly AMG heart effortlessly providing more urgency and passion...without sacrifice.

 

[warot]

^True,but they can't go forever with the same theme,we're bored already the Rapide looks like it's gonna be a stretched DB9 so some creativity won't hurt

Having said that i don't think MB will interfere in the design but engine/trans type of dictation.

What about Porsches, especially 911. They'll be fine no matter what

 

[Sunny]

I would love to see AM with MB and Lotus with BMW.

 

[LaArtist]

i dont want this..as i dont really like AM..
but maybe MB can transform it to something ile like

 

[Mr. Mercedes]

MB itching for their 'Bentley/Rolls'. Could work well:

Aston Martin - Super premium sports
Mercedes Maybach - Super premium luxury

 

[Sunny]

^ Not if they do what the did to Maybach or McLaren. These premium brands need to maintain their own image to remain exclusive, you can't force the MB DNA down their throat and expect success.

 

[Wunderkind]

I think the Maybach and McLaren experience have left mental scars to the minds of the Mercedes executives regarding joint-ventures and co-operations.

I think Mercedes will want to take a shareholding in Aston Martin and perhaps a say on the future direction of Aston Martin. I cannot see how the CEO of Aston Martin, Dr Ulrich Bez, would allow that to happen. Dr Bez wants access to resources such as platforms (the next SL platform and maybe even the future CLS platform), powertrains, electronic systems, safety systems and certification, R&D and testing facilities, purchasing components, and green technologies.

The Mercedes management probably thinks that if they were to provide Aston Martin with so much resources, they may as well get an equity stake in Aston Martin in return.

But Dr Bez would be mindful of the demands of Mercedes because Mercedes tried to buy Porsche for around 1 billion Deutschemarks back in the early 1990's and the Porsche management and the Piech-Porsche families refused because they were fearful Porsche would just become a 'marketing division' of Mercedes.

The Chairman of Mercedes Benz at the time was Professor Werner Niefer and he was a good friend of the Porsche clan. He singularly approved Porsche to manufacture the E500 model to help Porsche survive. Professor Niefer died of lung cancer in 1993 (I think) and his son Hansgeorg Niefer is now a high ranking executive responsible for Mercedes Benz South Africa.

Mercedes wanted Porsche because of the R&D base in Weissach. Dr Bez was the Head of R&D of Porsche until 1992.

Mercedes tried taking an equity stake in Porsche again in around 1997 when Porsche approached them for the M class platform as a base for the Cayenne. Dr Jurgen Schrempp agreed only if Porsche would give Mercedes a 10% equity stake in return. Dr Wendelin Wiedeking refused and the rest was history.

 

[Merc1]

Hmm...not sure what to think of this. Would have rather seen Aston with BMW, a better fit IMO. That said it could work with Mercedes, but Mercedes seems to be hell bent on building their own sports cars (SL Black, SLC etc.) so what would be the point of having Aston-Martin? I don't what they could share beyond engines so this union would be iffy at best IMO. IMO Mercedes needs to work on their on house more rather than worrying about someone else's. A stake in Aston-Martin maybe, but an outright purchase no.

M

 

[Ultimate Car Guy]

It seems like a logical idea to me.

1. Aston Martin can be positioned just above the Mercedes Benz brand and below the Maybach nameplate. In the event that Daimler management decide to pull the plug on Maybach, Aston Martin would be perfectly positioned to be the pinacle of the Mercedes Car Group.
2. The Aston Martin range can be the ideal partner for AMG. It makes perfect sense for the Aston Martin range to share the drivetrain with AMG vehicles. Thereby spreading the costs of developing and producing powertrains across a wider range.
3. Aston Martin has a relatively small distribution base, meaning it is not too complex to manage and integrate with Daimler's existing distribution network.
4. Aston Martin is going through an infrastructure downsizing phase, and adopting more of a flexible business model. It is progressively reducing the scale of it's manufacturing facilities (closure of the Newport Pagnell plant) and it is aiming to outsource most of it's Development and Engineering activities (outsourcing Rapide development and production to Magna Steyr). Aston Martin is adopting a business model in which it's car company that coodinates development/production/purchasing activities amongst suppliers and external sources. It thereby becomes very flexible. It is also makes it easier for an acquirer (such as Daimler) to integrate with their existing operations since the target has a relatively simplistic operations structure.
4. However, Aston Martin brings absolutely little expertise to the Daimler. The only major expertise Aston Martin would have, is design. And judging by what we've seen so far, Aston Martin design is starting run out of new ideas. Engineering-wise, Aston Martin is comparatively weak to Mercedes. I would even say that Mercedes Commercial Vehicles would have more intellectual capital and engineering expertise than Aston Martin.
5. Aston Martin will soon have an aging product line. As Ferrari and Porsche will update and replace key models within the next 5-7 years, Aston Martin needs to invest now on new technology to develop competitive vehicles against Ferrari and Porsche within the next 5-7 years. The company simply does not have the material, financial and engineering resources to develop such technolgy to profitably implement in their model range. Daimler would need to invest heavily into Aston so as to enable this. It could share platforms and modules with the upcomming SL and current CL, however, the SL and CL are more GT-type cars and not track-focused as a Ferrari, Lamborghini or a Porsche 911.

 

[fortuner]

i think it would be great
i see more in it for aton martin then for mercedes i sat in am a mounth back and they can definately do with merc help i found the interior quality poor for such a premium car

also merc can help them with some off the amg engines and we can find some flying machines .yes i think it could sit above merc and between maybach

 

[Pagani]

AM and MB are a collaborative fit when it comes to their product philosophy. However, they should remain separate, in the likes of BMW and Rolls Royce. MB has models in its own current line that are both below and above Aston in terms of performance and price, and an infusion of the two lines would only add to confusion, plus MB could dilute what makes AM special. On the other hand, a collaboration for engine, gearbox, and telemetry would help AM while giving MB another venue for profit.

 

[coolraoul]

Well, a cooperation is good between the two. MB buying AM? well why not...I'm sure MB will let them independant enough, they have learned with Maybach and McLaren I hope.

It's only said they want an equity stake, not buying the whole. This would make sense for me.

 

[rev]

Aston Martin not for sale

Autocar has learned that Aston Martin management is not looking to sell ‘all or part of the company’, despite the reports from Germany suggesting that Mercedes wants a stake in the British car maker.

Sources told Autocar that the new management team wasn’t about to make any further changes to the ownership of the company, although it has already held talks on technical collaboration with a number of global car makers.

However, it was suggested that shares in Aston Martin could be offered on the open market in an IPO ‘within five years’.

Rumours of a potential tie-up between the two premium marques originally emerged from Kuwait in February. Adham Charonoglu, of Aston’s Kuwaiti majority shareholder, DAR, suggested that Aston and Mercedes could collaborate on a range of ventures, from engine supply to entirely new models.

Even if Mercedes management interest is rebuffed, a technical collaboration could help to secure Aston’s long-term future. A small company like Aston needs to buy in major components from a major automotive brand such as Mercedes to remain financially viable.

With the next-generation Mercedes SL set to switch to a lightweight aluminium platform, it presents an obvious opportunity for Aston Martin to collaborate with Mercedes to develop new models - sharing platforms, expertise and technology.

Mercedes’s current association with McLaren ends next year when the SLR goes out of production. This leaves the path clear for Merc to start a new association with a British supercar maker.


Source: Autocar - Aston Martin not for sale#