Aston Martin’s Muscular Vantage Is a Combination of Sophistication and Aggression

Aston Martin builds all of its cars with a peak blend of performance and luxury. Still, their six-figure creations can lean more aggressively into one side or the other of that simple recipe.

For example, the DBD707 SUV hides a 4-litre V8 engine capable of 697 horsepower, but its overall size and endless creature comforts nuzzle a little closer to luxury’s embrace. The small-batch Valour muscles up on the performance scale with its prized manual transmission and 5.2-litre, 705 horsepower V12 power plant. Meanwhile, the recently redesigned DB12 is the company’s best attempt at splitting the performance-luxury gambit right down the middle.

Amid all of those supercar machinations, the Aston Martin Vantage sneaks away to play as the most performance-centric car coming out of the Gaydon, England, factory. Redesigned for 2025, the US$191,000 coupe reasserts itself as the most dedicated “driver’s car” in a very driver-friendly line. Should this be in pounds first?

During a road drive and speed testing event at Spain’s Circuito Monteblanco about an hour outside of Seville, the new Vantage proved itself as Aston Martin’s most accessible track-day companion.

Aston Martin is the most accessible day-track companion. Aston Martin

A first look at the latest addition to its very elite Warwickshire family pulls the eyes right to the newly extended rear wells that jut out around 21-inch, forged alloy wheels. While widening the car’s haunches, the wheel positioning reduces unsparing weight and gives the new Vantage a much more athletic pose.

Beyond that muscular base, the Vantage continues the modern Aston Martin styling tradition of riding the razor’s edge between aggression and sophistication. While the car’s Italian and Swedish rivals opt for prominent fins and big scoops, Aston’s designers keep the lines low, wide, and balanced from the signature highlighted grille to the understated aerodynamic spoiler.

In the performance specs department, the Vantage now packs an AMG-built, 4.0-litre, V8 twin turbo, front-mid mounted engine, capable of 656 horsepower, and a top speed of 202 miles per house and a 0 to 60 mph time of 3.4 seconds.

According to James Owen, Aston Martin’s senior manager of Vehicle Engineering, if the DB12 is the automaker’s distinguished overachiever, the Vantage is its less responsible, but equally attractive pugnacious sibling.

“The DB12 is a sports tourer and is positioned in the market as a GT,” Owen says. “It’s important for us to differentiate between Vantage and the DB12—to make sure that difference is clear for buyers and enthusiasts”

Owen describes the larger, pricier DB12 (starting MSRP of US$245,000) as more refined, while he considers the 2025 Vantage as playful and passionate. He even uses the word “brutish,” if such a term can be used for a technology-stuffed, six-figure sports car.

“The word that we keep hearing when talking about the Vantage is ‘fun,’” Owen adds. “That’s what we wanted to hear. We wanted to create a car that pulls at the heartstrings because it’s so enjoyable to drive. But, we wanted it to have a challenging character to it.”

Previous versions of the Vantage fit that punkier image. While always built for speed and powerful acceleration, the last couple editions of the Vantage were a little more harsh. The steering seemed more aggressive—demanding more input from the driver. The suspension felt tighter, deliberately transmitting more of the road’s surfaces and imperfections into the driver’s backside. If any current car in the Aston Martin line is a direct descendant of the automaker’s racing pedigree at Le Mans or in F1, it’s the Vantage.

Still, amid all this talk of driving fun and racing performance, Owen is quick to remind drivers that the Vantage is still an Aston Martin— steeped in the company’s signature identity of sophistication as the grownup’s more dignified supercar.

“The Vantage also has that added feature in its wheelhouse,” Owen explains. “Yes, it will respond to a driver pushing it in a racing scenario, but—with the technology we built into the car to stabilise the body at its most comfortable driver mode settings – the Vantage is still a very pleasant place to be.”

In keeping with such pleasantness, the interior of 2025 Vantage bears no resemblance to any race car. Handmade and stitched Haircell Leather stretches in all directions in any color the buyer prefers. The Sports Plus Seats are 8-way adjustable with heat or cooling on demand. The complete infotainment suite featuring the official Aston Martin Audio system from Bowers & Wilkins is a step up from the previous Vantage (and the current DB12).

The interior includes an infotainment suite featuring the official Aston Martin Audio system from Bowers & Wilkins. Aston Martin

Once the internal comforts and engineering feats come together, the experience behind the wheel is a sensual union of car and operator. Acceleration is smooth, yet immediate. The cornering is focused and nimble, and its rear-wheel drive allows for just enough play for the occasional drift at speed in turns.

A key piece of Aston Martin technology makes the Vantage’s elite performance potential accessible to more drivers. The ESP System (Electronic Stability Programme) debuted in the DB12, and the Vantage adopts the tech to its driver mode system. ESP takes information from multiple sensors around the vehicle, feeding the accelerometer data into a computerised concept of the car’s driving conditions and the ability of the operator.

Resulting algorithms react to those conditions, road surface issues, available grip, etc., tightening up the vehicle where necessary to aid the driver and offer as much feel and performance as the given operator can manage.

In its completed package, the 2025 Vantage is aimed at a specific buyer demographic—the driving enthusiast who puts thrills ahead of all-out creature comforts.

“For each project at Aston Martin, we have a customer profile in mind,” Owen says. “They have defined interests that highlight their demographic. For the Vantage, we consider a buyer who is perhaps new to the brand and looking into the ‘entry level’ Aston Martin. That’s a buyer who isn’t concerned with having a backseat or the DB nameplate. He or she thinks performance first and foremost.”

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’s Muscular Vantage Is a Combination of Sophistication and Aggression

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.