Aston Martin Lagonda Global Holdings Plc is scaling back U.S. shipments to cushion the impact of new auto tariffs imposed by President Donald Trump, the company said Wednesday. While the British automaker left its full-year guidance unchanged, it reported a 13% drop in first-quarter revenue and a pretax loss of £79.6 million ($107 million).
The move to limit U.S. vehicle deliveries comes as Aston Martin works through existing dealer inventory and braces for increased import costs. The U.S., which accounts for more than a third of the company’s revenue, was its largest regional market in Q1 2025, with 319 units shipped—a 5% increase from the year prior. However, average selling prices declined 15% to £216,000 due to fewer high-priced hypercars being sold. Excluding those models, prices rose to £193,000, a 10% increase.
CEO Adrian Hallmark is pressing ahead with a cost-cutting campaign as part of a broader financial turnaround attempt led by Executive Chairman Lawrence Stroll, whose Yew Tree consortium has invested over £600 million since 2020. Despite a recent £52.5 million capital boost and plans to sell Aston Martin’s Formula One stake for at least £74 million, shares are down 35% year-to-date.
The new tariffs also hit other British automakers, with Jaguar Land Rover temporarily halting U.S. exports in April. Aston Martin, which manufactures no vehicles in the U.S., had already warned of modest growth in 2025 and higher U.S. pricing. In addition, profit pressures came from a £15 million investment to upgrade in-car software.
Though Stroll has called the company’s public valuation a “joke” and would consider taking it private, he said no such move is currently planned.
