Aston Martin: We relied too much on James Bond

Aston Martin must play more of an emotional role in consumers’ lives, according to director of global marketing Dan Balmer, who fears it has relied too heavily on its ties to the James Bond franchise in the past.
In 2015, the iconic British car marque sold 3,615 cars down from 3,661 the year before as operating losses widened to £58.3m [from £18.4m in 2014]. It attributed this loss to £161m of additional investment as it refreshes its car portfolio in