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Lüksün Bedeli Ağır mı? Aston Martin’den Sert Tasarruf Hamlesi

26 Şub, 2026

James Bond’un tercihi, pistlerin gözdesi, otomotiv dünyasının en karizmatik markalarından biri… Ama şimdi tablo pek parlak değil...

Aston Martin Lagonda, maliyetleri kısmak için radikal bir adım atıyor: Çalışanlarının yüzde 20’siyle yollar ayrılacak. Amaç net; 40 milyon sterlin tasarruf.

Şirketin açıkladığı son finansal veriler, işlerin beklendiği gibi gitmediğini gösteriyor. 2025’te vergi öncesi zarar 363,9 milyon sterline çıktı. Artan ABD tarifeleri ve lüks segmentte yavaşlayan talep, markayı zorlayan başlıca faktörler arasında.

CEO Lawrence Stroll, bu kararın kolay alınmadığını söylüyor. Ancak şirketin geleceğini güvence altına almak için organizasyonel yapının yeniden şekillendirilmesi gerektiğini vurguluyor.

Geçen yıl da işten çıkarmalar yapılmıştı. Şimdi ise çok daha geniş kapsamlı bir küçülme planı devreye giriyor.

Lüks otomobil dünyasında rekabet sertleşirken, maliyetler yükselirken ve talep dalgalanırken, Aston Martin’in bu hamlesi bir alarm sinyali mi? Yoksa daha güçlü bir geri dönüşün hazırlığı mı?

Önümüzdeki dönem, markanın kaderi açısından belirleyici olabilir.

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