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Aston Martin boss resigned.  Ex-Ferrari boss in his place has 'green' branding

Aston Martin boss resigned. Ex-Ferrari boss in his place has ‘green’ branding

Not long ago, Aston Martin almost officially announced a new CEO, Tobias Moores, who was to apply his expertise to driving the Mercedes sports division, AMG. We’re talking about the period sometime in late May 2020. And now, less than two years later, Moers has decided to step down from driving the prestigious British brand – the oldest British car magazine Autocar reported in early May.

Photo: Aston Martin

Tobias Moores resigned as CEO of Aston Martin and took up the role for two years. Moers previously led the sports division in the German Mercedes-AMG

Moers’ resignation appears to have an almost immediate effect, but he will remain at the company for some time to come, at least until June, to help his successor research and integrate into the company’s operations.

However, if you really want to send a resume to Gaydon, we will probably disappoint you – it is already known that Moers’ successor will be Amedeo Felisa, who was in the same position at the time, but at the Italian automaker Ferrari. However, he will officially take over the position of technical director of the new employer

Interestingly, gossip has been circulating for some time, and something has been heard in the corridors about Moers’ resignation almost since the beginning of 2022. According to the weekly Autocar, they were supposed to be the cause of the average sales success, which was not helped by the departure of many Key management personnel.

Photo: Aston Martin

Currently, the best-selling model of the brand is the DBX type, but its sales success alone will not save the automaker. The Aston Martin DBX is a competitor to luxury SUVs such as the Range Rover, the Bentley Bentayga, the Rolls-Royce Cullinan or the Lamborghini Urus.

However, this alleged “gossip” was refuted by the British automaker until the last minute – including its CEO, Canadian billionaire Lawrence Stroll. At the beginning of the year he said, “I have no idea where those words come from. Tobias is doing so well, and there is no reason to leave. As a partner, I cannot praise him.”

Relatively unexpected information surfaced a few weeks after the British carmaker announced a new strategy, which in Gaydon they are calling the distinctive and partially ambiguous name “Racing Green”. It is a vision to fundamentally reconsider the viewpoint of car production, production and more sustainable operation, hence the green vision in the name. However, the name also nostalgic reference to the classic British racing color “British Racing Green”.

The first stage of this strategy appears to be the introduction of a plug-in hybrid model, visually similar to the Valhalla supersport. Another important milestone in the company’s history occurred in 2025 – the first all-electric model will be presented.

However, the most advanced year so far will likely be 2026, when starting this year every Aston Martin will offer either an all-electric or at least a hybrid variant.

Photo: Aston Martin

At Aston Martin, they would like to become a serious competitor to Ferrari in the future. The goal is also to offer limited and exclusive editions to wealthy customers, such as the type Victor (pictured)

In the far future, chances are that Aston Martin wants to fully electric its grand touring cars and SUVs. The reason, of course, is the pursuit of so-called carbon neutrality, across all production and supply chain processes – by 2039 at the latest.

It’s been nearly two years since Stroll’s sponsor took over the traditional British car maker after a significant decline in value, while Stroll himself is entering into a number of production runs and operations to increase margins and overall profits – his goal is to make Aston Martin a brand that rivals Ferrari, where Felica worked. Until 2014.

At Gaydon, they also like to produce models belonging to very limited editions or even custom productions, products that have recently proven to be successful with competing brands such as Ferrari or Lamborghini.

At the beginning of May, the automaker Aston Martin stated that losses before taxes in the first quarter of 2022 alone amounted to about 111 million pounds, i.e. in the crowns of about three and a quarter billion. In the same period a year ago, losses amounted to 42 million pounds “only”, equivalent to 1.2 billion pounds. The automaker’s management promises veteran Felica lubricant will help stabilize the company’s operations and management.

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