Giới thiệu
The story of one man's quest to turn the Aston Martin brand 'from cottage to cool', this title is part personal memoir and part illustrated guide to the last ten years of Aston Martin and how a global brand is built. Dr, Ulrich Bez has worked in automotive product design and engineering after graduating with a doctorate from the University of Stuttgart. Before becoming the CEO of Aston Martin motorcars, he headed the development of models at Porsche, BMW, and Daewoo Motor. In addition to being a much lauded maker of cars, Dr. Bez is also an accomplished racing driver, finishing 21st in the 2009 24 Hours N?burgring endurance race in a Aston Martin V12 Vantage. During his ten years at the helm, Aston Martin CEO Fr. Ulrich Bez turned a niche British car maker into a profitable global business. Not your normal corporate "how I did it," this is a unique, lavishly illustrated blend of business case and personal memoir. The plot zooms along like a thriller--no business platitudes and all the insider details. We're with Dr. Bez as he sleeplessly awaits Bill Ford's verdict on buying out Aston Marton. We get up-close with the intense challenges of running an exclusive car manufacturer and see just how a global luxury brand is developed. A car enthusiast and engineer with a vision, Bez also shares his thoughts on the future of the automobile--and his plans for Aston Martin. During his ten year stint at the helm of Aston Martin Motorcars, CEO Fr. Ulrich Bez turned a niche British car maker into a profitable global enterprise. Not your average corporate memoir, this is a unique and lavishly illustrated blend of business case and personal memoir. The plot plummets forward like a thriller--all the insider details and no business platitudes. We're drawn into the drama with Dr. Bez as he sleeplessly awaits Bill Ford's verdict on whether or not to buy out the Aston Marton brand. We have front row seats to the intense challenges of running an exclusive car manufacturer and enjoy the privilege of witnessing the means by which a global luxury brand is developed. A car enthusiast and visionary engineer, Bez shares his thoughts on the future of the automobile--and his plans for Aston Martin in the coming years.