It's been 12 years since the last Aston Martin DB model hit the market - but today marked the end of the wait.
Bosses called today's launch of the new DB11 the "most important day" in the company's 103-year history, saying they hope it will help secure the firm's future for another century to come.
Video report by Charlotte Cross:
Since the DB5 first appeared with James Bond on the big screen in 1964's Goldfinger, the luxury car firm has been a household name.
But the company, based in Gaydon, Warwickshire, wants to ensure its business model - which involves making the cars almost entirely by hand - is sustainable.
The DB11 was unveiled at a special ceremony at the company's factory in Gaydon, where hundreds of workers gathered to see the finished product in roll off the production line for the first time.
It has already had more than 3,000 orders - and some 250 people were recruited especially to help build it.
Among them is Natalie Parker, a seamstress who now works in the embroidery section.
"There's so many people who've been given jobs through the DB11 - I was brought on for that sole purpose," she said.
"I think it's great - there's a lot of people that are going to be very happy. All my friends ask me if there's any jobs going."
Another new recruit, Lois Vincent, said she hoped it would be the beginning of a long career for her at Aston Martin.
"I've always loved the cars, always wanted to know how they've been built, I've always been into mechanics and everything else," she said.
"I love it. Absolutely love it. I can't see myself working anywhere else to be fair - I just want to keep progressing here and go forward with the company."
The new car will also help boost the Midlands reputation as a car manufacturing hub - a subject close to the company president's heart.
Born in Stratford, Mr Palmer started out as an apprentice, and worked as an engineer at Austin Rover in Longbridge before working his way up the chain.