After years of plugging away without any new models. Aston Martin is pulling out all the stops.
It's unveiled a supercar that's not street legal.
Peter Valdes De Pena introduces us to "The Vulcan."
Fiscally speaking, British sports car maker Aston Martin has looked death in the face more times than its most famous customer.
Yeah, that guy.
It's new CEO Andy Palmer's job to see that this iconic British sports car maker finally stops circling the financial drain.
"Yes there's lots of business challenges, yes we've got to make Aston Martin profitable for the future," Palmer says. "We've got to make sure it never goes bust again but if you're a petrol head you've got to love Aston Martin."
He's planning to save this brand with the thing Aston need most, new cars.
Meet Andy's newborns, the Vulcan and the DBX.
Delivered at the Geneva Motor Show, these beauties are Aston's bet on the future.
The Vulcan is a drop-dead gorgeous sports car, the kind Aston has always made.
And in the kind of very limited numbers that keep Aston ownership an exclusive club.
We're talking 24 cars.
But the DBX is something Aston Martin hasn't done before: It's a crossover.
Yes, Aston Martin will make crossovers because crossovers make money.
The third jewel in Aston's crown wasn't new in Geneva, but you might not know about it.
The Lagonda sedan isn't available in much of the world, but that's about to change.
Two things that aren't going to change:
Aston Martin will remain one of the world's only fully independent ultra-luxury car brands.
BMW owns Rolls-Royce, Volkswagen and Bentley.
And, yes, Aston Martin has a deal with Mercedes' parent, Daimler.
But Daimler doesn't own them.
The other non-negotiable, Aston Martin's essential Aston Martin-Iness.
"It's the epitome of power, beauty, and soul," Palmer says. "It's the epitome of British craftsmanship."
It sounds like a solid plan.
Here's hoping they don't just "die another day."
One the other hand, my Bond jokes will die now.