Following a dismal 2025, the first quarter of 2026 offers a glimmer of hope for Aston Martin, which has reduced its losses and significantly improved its margins, as well as for Mercedes-Benz, which saw a smaller-than-expected decline in profits.
The first-quarter results for both automakers, while not particularly encouraging, reflect a winning strategy that has allowed them to close the quarter on a less painful note than expected: prioritizing value over volume. Aston Martin is focusing on its exclusive models and limited editions, and Mercedes-Benz is continuing its refocus on the highest-margin premium segments.
Aston Martin improves margins despite stable volumes
Aston Martin begins the year on a path of financial recovery, in line with its annual targets. In the first three months of 2026, Aston Martin recorded revenue of £270.4 million (approximately €312 million), up 16% from the £233.9 million reported in the same period of 2025.
This growth is largely attributable to the delivery of 102 units of the Valhalla model, which contributed to a 17% increase in the average selling price, rising to £252,000. The gross margin jumped to 34.7%, compared to 27.9% a year earlier. Volumes, meanwhile, remained virtually stable, with 939 vehicles delivered in total, compared to 950 a year earlier.
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Featured photo : © Aston Martin
