Aston Martin is cutting 20% of its workforce after net losses surged more than 50% last year, deepening concerns over its financial stability.
The Gaydon-based carmaker blamed mounting pressure on U.S. tariffs introduced under Donald Trump, alongside weakening global demand.
The company employs about 3,000 people, meaning roughly 600 jobs could be lost, impacting the West Midlands’ critical automotive supply chain.
Former CEO Andy Palmer said automakers face historic disruption, driven by electric vehicle transition, shifting consumer behavior, and fierce global competition.
China, now the world’s largest auto market, is reshaping expectations as domestic brands expand into premium segments once dominated by British luxury marques.
Tariffs have further complicated U.S. sales, one of Aston Martin’s key export markets, with costs ultimately passed to consumers amid ongoing trade volatility.
Experts argue the brand must accelerate partnerships—particularly with technology leaders—to remain competitive in EV development and next-generation powertrains.
While rivals including Bentley, Porsche, Lamborghini, and Ferrari intensify competition, the upcoming £850,000 hybrid Valhalla could serve as a crucial halo model for revival.
