The automotive industry is littered with examples of other AMs diversifying their product range in order to drive sales. The most significant example is Porsche, which has introduced many new models successfully over the last 20 years, including the Boxster in 1997, the Cayenne in 2003, the Cayman in 2005, the Panamera in 2010, the Macan in 2014 and the Taycan in 2019. 'Making dreams' With global car sales weakening, rising costs linked to regulation and increasing competition, such investment strategies are high risk, but the alternatives are unlikely to deliver a better outcome. For example, some manufacturers facing financial difficulties might consider embarking on a cost reduction strategy to improve margins and strengthen their cash position. For Aston Martin however, adopting this approach, at this point in its seven-year plan, would be unlikely to play out well – it would compromise the design of new platforms, set back production and undermine market confidence.