Lawrence Stroll believes he should be knighted for the work he has done in saving Aston Martin and setting the company up for future success
complete, which in itself is no mean feat given it has taken just three years when turnarounds of industrial companies can take between five and 10 years.
Negative media coverage of Aston’s performance had only increased Stroll’s determination and belief in future success, he said, as"I know what I know” about the work done at Aston and what is to come. He believes there remains an air of negativity around the brand externally due to the impact of its IPO “but there’s nobody left [in the company management]. I can only speak from the past three years and what’s to come.”
On long-term success, Stroll said that “in my other businesses, I’ve won”, and he expects the same to happen at Aston Martin. He points to evidence of the success the brand is having by being able to increase the prices of its cars and the margins. The former has seen the average sale price of an Aston rise from £157,000 in 2020 to an expected £223,000 in 2023, and the margin of the car from 18% to 37% in the same period. The goal for future cars is 40%.
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