By Eileen Falkenberg-Hull
Senior Editor, Autos, Travel and Lifestyle
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The last five years at Aston Martin have been anything but stable. Not only is the automaker dealing with evolving emissions regulations but also financial instability, product-quality concerns, production delays, and lingering questions about the competitiveness.
There have also been major leadership shakeups. The company is on its third CEO since 2020, with past Mercedes-AMG CEO Tobias Moers (August 2020–May 2022) and former Ferrari CEO Amedeo Felisa (May 2022–September 2024) put out to pasture and previous Bentley Motors CEO Adrian Hallmark taking the reins in September 2024.
Former Lamborghini Americas CEO Andrea Baldi joined the company as Chief Commercial Officer in May.
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With Hallmark at the helm, the company is beginning to stabilize across all fronts now that he’s wrapped his head around the innerworkings of the company. “[It] took me about three months to basically understand it, and another three months to really understand it,” Hallmark told Newsweek.
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In his first half-year, Hallmark set up new approaches to the business, established new targets, and started to restructure the company. That’s when two rounds of significant layoffs happened.
“A huge amount of equity has gone into this business, nearly $3 billion over six years,” the CEO explained. “But everything that was going in was predicated on us hitting 10,000 [unit sales of] cars [annually] relatively quickly. At the same time, the market was coming down.”
Hallmark looked at the landscape and knew he had to make the company operate in the black on just 6,000 in annual model sales.
“We've now cut costs. We've changed the operational model of the company, so we can be successful, generate profit in cash at around six, six-and-a-half thousand sales a year, which we can pretty much do every year,” he said.
That means that when the company is able to grow its sales, it will be “profitable and safe at that level” Hallmark continued, identifying 2027 as the year of inflection for the company where “the full year, not just part of the year, we’re in profit and cash.” He expects the second-half of this year to be cash- and profit-generating for the company as well.
Aston Martin is picking up steam heading into 2027. In August it debuted the world’s most powerful, front-engined, production supercar, the Valen. Through private viewings to targeted potential customers, the car company already had 400 people view the model privately, before it ever was shown publicly. It's part of a new effort to tap into the 1000 people in Aston Martin's database that have spent more than a million dollars with the brand, Hallmark explained.
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The road-legal AMB 002 motorcycle, the result of a partnership between Aston Martin and Brough Superior, was revealed in September.
A fresh interpretation of the marque’s DBX SUV, the DBX GT had the cover pulled off in October, shortly followed by the opening of the company’s new Aston Martin Q London bespoke specification center.
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