Today Aston Martin unveiled plans to build its first all-electric, four-wheel drive car and they admitted it had been designed with women in mind.
They may be the car of choice for 007 but Aston Martin sales have fallen from 7,300 a year to 4,000 in recent years.
The firm unveiled plans today to build their latest concept car, the DBX, at a factory in Wales.
Chief executive Andy Palmer said the design team conjured up a picture of their potential customer – a young, rich American lady. They even gave her a fictitious name, “Charlotte”.
A company spokeswoman said the DBX was only a working title and the car would be given a more feminine name than current models like the Vantage, Vanquish and Vulcan.
She said they would exported to America, Europe and Asia as well as sold to British women.
Mr Palmer said: “Aston Martin must be less dependent on a narrow portfolio and one type of customer.”
The DBX will be hand-built at a super hangar at St Athan in the Vale of Glamorgan.
Work on the factory will start next year, 750 jobs will be created and the first car is set to come off the assembly line in 2020.
Mr Palmer said: “We have a wealth of craftsmanship here. It takes 200 hours to make a car and to do that we need skilled labour and we have got that skilled labour in Wales, in Great Britain and that played a big part in our decision.”
Aston Martin also unveiled its long-awaited Vulcan, a racetrack-only car that will cost more than £1.5m.