Aston Martins Are About to Get Even More Expensive

Aston plans to raise prices and cut imports due to tariffs. But the company isn't passing the entire cost to customers.

Photo by: Aston Martin

By: Anthony Alaniz

May 1, 2025 at 4:30pm ET

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Aston Martin is finally narrowing loses after an abysmal 2024. But the threat of tariffs could cause new headaches for the British automaker. Adrian Hallmark, Aston’s CEO, said the company is limiting imports into the United States as the company monitors “the evolving US tariff situation.”

According to Reuters, tariffs could cause Aston to raise its prices by mid to late May in the US, a vital market for the brand. Hallmark told reporters during the company’s recent earnings call that Aston will likely pass along some of the costs to customers while absorbing the rest.

Photo by: Aston Martin

“It’s going to be a mix,” he said, according to the publication.

Hallmark also noted plans to decrease exports to the United States, saying the brand is remaining "vigilant in monitoring events and will respond to changes in the operating environment as they materialize.” Current inventory is expected to last until June.

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While Aston has narrowed its losses through the first three months of the year, its revenue also fell 13 percent, which the company pinned on a decrease in “Specials” deliveries like the Valiant, Valkyrie, and Valour. Despite the tariffs, it “still expects to make significant improvements across all key financial performance metrics in 2025.” The company predicts it will also have a stronger second half of the year.

Deliveries for the Aston Martin Vantage Roadster start in Q2, followed by the Vanquish Volante in Q3. The new DBX S begins deliveries in Q4, filling out the brand’s revamped lineup. Aston expects to begin Valhalla deliveries in the second half of 2025.