2018 ALL STAR | DESIGN
Chief creative officer,
Aston Martin Lagonda
Aston Martin had gotten stuck in a design rut. Its elegant yet brutish sports cars were sometimes difficult to tell apart, and it was losing customers to braver rivals.
Marek Reichman, who arrived at Aston in 2005, was too late to do anything drastic to the previous generation of cars, but he has answered CEO Andy Palmer's call for bold differentiation among the new models in fine style. The taut, aggressive Vantage two-seater is a world apart from the sensual elegance of the DB11 grand tourer, for example.
Aston's aggressive Second Century business plan calls for cars to rival everyone in the ultraluxury segment, meaning Reichman, who arrived at Aston via Land Rover and Ford Motor Co., is busier than any Aston design director before him. The startling, aero-obsessed Valkyrie hypercar is done, as is next year's DBX SUV.
He's formulating a new design language for the Lagonda range of sumptuous electric limos, announced with the sleek Vision concept shown this year.
And then there's the Aston Martin Consultancy business to oversee, which stamps the Aston style on anything from apartment blocks to submarines. Under Reichman, 52, Aston style is no longer just treading water.