In an attempt to revamp its status as a luxury brand, Aston Martin has revealed its 37-foot powerboat at the Monaco Yacht Show. The surprising shift from car-marker to luxury lifestyle brand follows Aston Martin’s store launch in London’s Mayfair, which sells designer handbags and leather jackets. Last year, Aston Martin made a pre-tax loss of £128m, its fifth straight year in the red. The group is striving towards profitability and a sustainable long-term future. Chief Executive Andy Palmer has suggested that the group may even move into the field of designer apartments in the future. The group has also committed to unveil a number of new cars over the next five years, including its first ever SUV in 2018.
Aston Martin have worked to ensure that their boat is as aesthetically pleasing as their cars. The boat, which can seat up to eight people, is made of carbon fibre composite with the windscreen made from a single piece of glass wrapped around the front of the craft. However, the boat is not the most expensive Aston Martin item on sale. It costs £1.3m and is beaten by the £2.5m AM-RB oo1 hypercar.