Aston Martin Debuts the Vantage for North America

It’s impossible to go 202 miles per hour on Manhattan’s Park Avenue (and you shouldn’t try) but that’s where Aston Martin’s opulent showroom is, just down the road from Ferrari. The cars follow the money, and the new Vantage that had its North American debut in New York this month carries a price tag of US$191,000.

Aston is aiming to produce “the definitive front-engine, rear-wheel drive sports car,” powered by a four-litre AMG-sourced twin-turbo V8 engine producing 655 horsepower and 590 pound-feet of torque. Shifting through an eight-speed ZF automatic gearbox (there’s no manual option), it can reach 60 mph in 3.4 seconds. The Vantage can be ordered now, with deliveries this summer.

In other words, the Vantage is a traditional supercar in an age of rapid electrification. There isn’t an auto company in the world that isn’t aware of what’s ahead. And according to Alex Long, who was in New York and heads product and market strategy for Aston, the company is collaborating with California-based Lucid on an electric Aston that will appear in 2026. They’re having the naming discussions now, but few details are available. Lucid, which fields the ultra-fast Air Sapphire , is a pioneer in developing lighter and smaller components for EVs.

The two-seat Vantage has a lot of overlap with the DB12 (a 2+2, meaning it has two decent sized seats in the front and two smaller ones in the back] and it’s a venerable name in the Aston Martin universe, going back 70 years. The new model has been greatly reworked, with modifications to the chassis, engine, body design (the grille is 30% larger), and an all-new interior and bespoke in-house infotainment system with the company’s first touchscreen. Horsepower is up 30% and the torque is up 15%.

The DB12, seen in convertible form, is a Vantage relative that offers 2+2 seating.
Jim Motavalli

Technical types can thrill to such revelations as “a stiffer-yet-lighter front engine cross brace for increased torsional rigidity and lateral stiffness between the front suspension towers,” as described by Aston Martin.

The new Vantage is indeed techy for an Aston Martin, and offers active vehicle dynamics, adaptive shock absorbers from Bilstein, and an electronic rear differential. There’s a launch control system that manages torque to keep the car planted when it takes off for the horizon.

“[Owner] Lawrence Stroll has made a huge investment in Aston Martin,” Long says. “He believes that in supercar positioning, we have to go all the way.” The Vantage on display was certainly gorgeous in eye-popping Podium Green, which has some blue in it. Apparently the tried-and-true but dark British Racing Green comes off as black in photographs. The vivid green contrasts with a neon-like Lime Essence stripe around the rocker panels and tail.

There was no driving component, but racing driver Darren Turner, a three-time Le Mans winner and an Aston Martin development driver, was on hand.

“I’ve been with the Vantage development program from the beginning,” Turner says. “Our aim with the driving modes [which include Sport, Sport Plus, and Track] was precision behind the wheel.” There’s no “comfort” mode—if you want to commute or buy groceries, you use Sport which, Turner says, “is not too hard on the suspension.”

Long says the Vantage is “practical” because it has a big trunk, but it’s young couples and empty-nesters who won’t mind the absence of a back seat. As for what’s under the hood, Aston’s customers are still thrilling to the sound of a V8 engine and are not pushing for an EV. But with a European ban on internal combustion by 2035, and similar directives in American states, EVs are inevitable under the Aston banner.

Inside the Vantage, with a new infotainment system.
Jim Motavalli

Meanwhile, Aston has other models coming. The ultra-exclusive Cosworth V12-powered Valkyrie (priced at up to US$3.5 million for the track AMR Pro version) will be replaced by the even-more-potent Valhalla at the end of this year. Only 999 Valhallas will be built. The 937-horsepower Valhalla, with an AMG V-8 and two electric motors, will be Aston’s first plug-in hybrid and priced around US$800,000. The Valkyrie was a huge hit in terms of garnering publicity for the brand, and the Valhalla will similarly serve. Just 150 Valkyrie coupes and 85 Spyders are being built, and production should be done by the end of 2024.

The DBX was an instant big seller for Aston
Jim Motavalli

Aston has put considerable effort recently into Formula One and GT racing, and there’s also the Vantage GT4 competition car, which (because of strict rules) shares about 80% of the road car’s structure and mechanicals. But the bonded aluminium chassis gains a custom roll cage.

Aston Martin sold 6,620 cars in 2023. When the company introduced its first SUV, the DBX, it quickly became the company’s runaway bestseller despite a high price tag, now at US$200,086. The DBX 707 (the number is the horsepower rating) ups the ante. SUV leadership is a common result among supercar enterprises that grit their teeth and build SUVs to fulfil consumer demand.

It may be a while before Aston Martin is an all-electric brand. Right now, it’s keeping the order books filled with AMG-powered supercars. But transition is ahead.

AI agents like Muse can already find you the cheapest hotel room in Paris. But they can’t locate a cheaper version of that Catskills cabin you’ve been eyeing, because it might only be available on Airbnb ABNB -1.43%decrease.

Investors should pay attention to that distinction. When Meta Platforms META 3.38%increase launched its Muse agent last month, travel stocks including Booking Holdings BKNG -1.19%decrease, Expedia and Airbnb all fell sharply.

Airbnb, though, has a real chance to emerge as a winner from the upheaval. The catch: Its stock already reflects above-industry growth. To justify its valuation, Airbnb will need to turn repeat customers into loyal ones.

Online travel companies make much of their money by simplifying search and collecting fees on bookings. AI agents threaten that model.

But not all travel marketplaces are equally exposed. Booking and Expedia largely sell hotel rooms that travelers can also book directly or through competing sites. If an agent can find the same room elsewhere, it has little reason to favor either Booking or Expedia.

Booking and Expedia also sell sponsored listings that steer travelers toward particular properties. Wells Fargo estimates those will account for about 8% of Expedia’s revenue and a much higher percentage of profit next year.

Airbnb has more ways to adapt. More than half its listings are available only on its platform, and more than 90% of its traffic comes directly to its app or website.

The customer relationship doesn’t end after booking, either. Bernstein analyst Richard Clarke notes that 90% of Airbnb guests go on to message their hosts about arrival times, keys or local taxes, giving Airbnb a connection to both sides of the transaction.

How the companies have responded to the possible agentic future is telling.

Expedia quickly signed on as a Muse partner. Airbnb hasn’t, and Chief Executive Brian Chesky says AI chatbots have so far been a boon, sending customers to Airbnb’s website.

Chatbots might work for buying paper towels, he quipped at a Skift conference last month, but people enjoy planning trips. He argued that browsing dozens of homes isn’t something a text-based chatbot is well suited for.

Still, the AI jitters arrived just as Airbnb was persuading investors it deserved its pricey multiple. For years after its 2020 initial public offering, the stock—which trades around 25 to 30 times forward earnings—went nowhere. Investors saw a mature operator trading at a growth premium.

This year, Airbnb growth seems to be accelerating. The stock jumped in August after the company raised its full-year revenue-growth guidance with its second-quarter results. Wells Fargo analyst Ken Gawrelski credits a run of product improvements under a revamped leadership team.

Among the changes: letting guests reserve now and pay later, adding hotels, and a redesigned home page and app. Investors were also betting on what comes next, including thousands more hotels, car rentals and, eventually, advertising.

The irony is that some of those growth drivers push Airbnb closer to the kind of business Booking and Expedia run—the kind of business AI agents could threaten. Even if AI agents capture a large share of travel planning and booking, Airbnb would capture the demand. But it and others would slowly lose control over how customers find and choose properties.

That would undermine the advertising opportunity investors are counting on. The bigger point for Airbnb and other marketplaces is that losing control of customer acquisition could mean surrendering some of their pricing power and margins.

To bulletproof itself, Airbnb might look to another e-commerce giant that has so far kept AI agents at arm’s length: Amazon.

Like Amazon, Airbnb has a loyal customer base and hard-to-match supply. But it has nothing like Prime membership to make customers think twice before taking their business elsewhere.

That is where loyalty comes in. Business travelers stick with Hilton or Marriott because enough nights earn them perks. Leisure travelers rarely accumulate stays with one chain. Airbnb has millions of listings and plenty of repeat customers, but no broad rewards program. It has begun experimenting with credits on hotel stays, but it should make loyalty a priority, not just a promotion.

Airbnb also plans to launch its own AI agent next year. But travelers using an agent might still want it to search Airbnb, Vrbo, Booking and hotel websites alike, rather than limit itself to one company’s inventory.

Eventually, Airbnb might have to strike deals with agent makers, using its unique homes as leverage to negotiate favorable terms, says Gawrelski. Such deals, along with rewards for loyal guests, could over the long term eat into the company’s roughly 13% take rate, he adds. But if they bring in enough additional bookings, the trade-off could be worthwhile.

History offers a reason not to panic. The shift from desktop to mobile unsettled investors in Alphabet and Amazon, but both emerged as major beneficiaries. Companies with valuable assets can come out of a platform shift stronger, if they adapt quickly enough.

Airbnb has homes the bots can’t easily replace. Now it needs to give guests a reason to insist on booking them there.

Aston Martin Debuts the Vantage for North America

AI-powered travel agents are challenging online booking platforms, but Airbnb’s exclusive listings and direct customer relationships could give it an edge. Its next challenge: turning repeat guests into loyal customers through stronger rewards and innovation.