Soon-to-be former Mercedes-AMG boss Tobias Moers has managed to quadruple vehicle sales for Daimler’s performance division to a record 132,136 units last year, while also expanding the product line.
Come August, he will take over for Andy Palmer as Aston Martin CEO and will look to reverse the fortunes of a cash-strapped carmaker that’s bet everything on the upcoming DBX SUV. Moers, however, says he is up to the task.
“My ambition is to take on more responsibility, I am a strategist,” he said during an interview with German paper Die Welt, which called him Daimler’s “hidden champion” in a story published last year. “I know how the big picture works and have the view for the essentials,” he added.
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During his time at Mercedes-AMG, Moers successfully added hybrid versions and compact models such as the GLA 45 since taking over in late 2013. Among his predecessors we count current Daimler CEO Ola Kallenius, China boss Hubertus Troska and former management board member Wolfgang Bernhard.
According to Bloomberg analyst Michael Dean, Moers’ appointment should boost confidence in Aston Martin ahead of the DBX’s launch in July. The British brand hopes that the DBX can do for them what the Cayenne did for Porsche in the early 2000s.
Since going public in 2018, Aston Martin tried to emulate Ferrari’s financial success, yet ended up losing more than 90 percent of its value, as reported by Autonews Europe. Of course, the novel coronavirus pandemic didn’t help their recovery one bit, despite Canadian billionaire Lawrence Stroll injecting cash into the company earlier this year.
On a more positive note, Moers’ appointment also “helps solidify Aston’s relationship with Mercedes,” concluded Dean.
