Bentley boss Hallmarks’ new mission: saving Aston Martin from electric obsolescence

Choosing between leading two iconic supercar brands might seem like an enviable dilemma, but for Adrian Hallmark, who has moved from Bentley to Aston Martin Lagonda, it’s a decision fraught with risks.

Hallmark, 61, steps in as Aston Martin’s fourth chief executive in as many years, taking the reins at the company’s Gaydon headquarters this week.

Hallmark’s challenge is clear: elevate Aston Martin to the prestigious ranks of supercar manufacturers like Ferrari and McLaren, while pushing through significant price increases and shifting away from a strategy that relied on selling cheaper, high-volume models. He must do this without the backing of a global automotive powerhouse like Volkswagen, Bentley’s parent company, instead navigating the influence of Aston Martin’s dominant investor and executive chairman, Lawrence Stroll.

Adding to the pressure, Hallmark must guide Aston Martin through a rapid transition to electric vehicles. The UK government’s decision to bring forward the ban on new petrol and diesel cars to 2030, just four years after Aston Martin’s planned launch of its first electric model, has intensified the urgency of this task.

Hallmark, who succeeded veteran Ferrari executive Amedeo Felisa, has an impressive track record. During his six-year tenure at Bentley, he doubled sales volumes and achieved near-record profits, drawing on nearly three decades of experience at top-tier automotive brands including Jaguar Land Rover, Saab, Porsche, and Volkswagen. On joining Aston Martin, which posted a £240m loss last year, Hallmark expressed his enthusiasm for one of the “most exciting projects” in the automotive industry.

Stroll, Aston Martin’s chairman since 2020, lauded Hallmark’s appointment as a “huge coup” for the brand, stating, “I interviewed extensively throughout the automotive industry and beyond, and there was no one who truly hit the bullseye more.”

Industry analysts, however, highlight the significant differences Hallmark will face at Aston Martin compared to Bentley. Philippe Houchois, an automotive analyst at Jefferies, noted that Hallmark’s success at Bentley was backed by Volkswagen’s resources, a luxury he won’t have at Aston Martin. “The big difference now is that he won’t have the backing of a huge group,” Houchois remarked, pointing out that brands like Ferrari had Fiat’s support during their expansion phases.

Aston Martin’s strategy under Stroll has seen a shift from mid-engined sports cars to focusing on traditional front-engine models like the DB12 and Vantage, with plans to roll out four new models including the V12 Vanquish. Average selling prices have risen sharply, positioning Aston Martin closer to Ferrari and McLaren in the ultra-luxury market, rather than volume-led competitors like Porsche.

Stroll’s strategy has also placed an emphasis on premium customisation through the “Q by Aston Martin” service, boosting revenue with high-end personalisation options. However, Houchois cautions that Stroll must give Hallmark the autonomy to implement his vision, something that previous CEOs lacked. Hallmark himself praised Bentley’s hands-off approach in a farewell message to his former colleagues, citing the “freedom and support” provided by Volkswagen’s leadership.

Aston Martin’s journey toward electrification remains a formidable challenge. The company has earmarked £2bn for new technology, including electrification projects, but its first all-electric vehicle is not expected until 2027. Former CEO Andy Palmer stressed the importance of proactive development, warning that simply delaying the transition is not viable for the brand’s future.

Beyond technical hurdles, Hallmark will need to navigate shifting perceptions of luxury, evolving consumer preferences, and geopolitical uncertainties that affect key markets like China and Russia. Despite these obstacles, Stroll remains optimistic, declaring that Aston Martin’s lineup is the “newest and strongest in the ultra-luxury, high performance sector.”

With Hallmark at the helm, Aston Martin is poised at a critical juncture, balancing its storied heritage with the demands of an electric future. As the brand moves forward, it will be Hallmark’s mission to ensure Aston Martin not only survives but thrives amidst the evolving automotive landscape.

Read more:
Bentley boss Hallmarks’ new mission: saving Aston Martin from electric obsolescence