Aston-Martin is calling it, appropriately, Project Neptune, but for those knowledgeable about the brand it may as well be from Mars as Aston is working with Triton on designing submarines. Yes – it’s too early for April Fool’s Day spoofs – the storied purveyor of sports cars and fierce competitor and sometimes winner in the world’s greatest sports car races for almost a century is going underwater once again, not from lack of finance but deliberately.

In the latest example of what has become of the luxury car business as it has evolved into a giant complex of experience, starting with car racing and/or  celebrities  – but now reinforced with borrowed interest from people who are famous for being famous as laughable “brand ambassadors.” In AutoInformed’s view, if you desperately need someone else to reinforce or justify your purchase of an insanely expensive car, then maybe you shouldn’t be playing the game because you are being gamed.