Adrian Hallmark left his stable role at Bentley to take the reins at Aston Martin in September 2024. Now, after months of assessing the brand, his strategy is clear: more facelifts, more options, and more hybrids. His goal? To become "the first guy in 112 years to make Aston Martin sustainably profitable."



Hallmark argues that Aston has always moved too fast without enough innovation to sustain its models. "Four cars in 18 months—no one ever tried that. But we did. It almost worked," he noted. His plan is to slow things down, focus on life cycle improvements, and ensure customers always have a reason to upgrade their cars every two years.

Expect new variants of Aston’s current lineup over the next three to five years, keeping existing customers engaged. Even the Valhalla supercar will see derivatives, including a likely convertible and another special edition.

The luxury market has evolved, with more affluent buyers than ever. Hallmark sees updating trims and options as a smarter business move than constant new model releases. "90 to 95 per cent of the material cost stays the same, just different colours or treatments," he explained. Expanding Aston's options list to match competitors could significantly boost profits.

Electrification is also on the agenda, but cautiously. Aston won’t flood the market with EVs but will introduce one full-electric model this decade, alongside hybrid variants leading up to 2030.

Hallmark is balancing sustainability with financial survival. "We can’t afford to develop engines, hybrids, and EVs simultaneously and just see which works. We must make strategic steps." With public affection for Aston remaining strong, can Hallmark finally secure its long-term success? We can only wait and see!