Life After AMG: How CEO Tobias Moers Is Re-Energizing Aston Martin


Life After AMG: How CEO Tobias Moers Is Re-Energizing Aston Martin

Having worked for Daimler AG for 26 years, seven of them as the successful CEO of the company’s in-house hot-rod shop, Mercedes-AMG, it’s fair to say that running storied British sports car brand Aston Martin was not a career move Tobias Moers had ever considered. But when billionaire Canadian businessman Lawrence Stroll—who was assembling a consortium to buy the 16.7 percent stake in the troubled automaker that would make him executive chairman—called Moers in January 2020 to discuss the idea, the German was intrigued.

“How many brands are there that are still independent, where you can create something more sustainable, build something better?” says Moers of Aston Martin, which despite struggling in the aftermath of an unsuccessful IPO in 2017, was still producing fast, good-looking cars with unique character and charisma. “And I thought,’Yeah, why not?’ ” 

Moers arrived at Aston headquarters in Gaydon, England, in August of last year. Nine months later, he’s still working 16-hour days—commuting home to Germany on the weekends—to refocus, reinvigorate, and reimagine a company that appeared to have lost its way. He’s strengthened a technology agreement with five-percent shareholder Mercedes-Benz, axed costly plans to internally develop an electric-vehicle platform, put Lagonda’s comeback on ice, and changed the company’s entire manufacturing process to help drive 35 to 45 percent gains in efficiency. For the full story, check out this article from Motor Trend.

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