laura schwab

Driven to Succeed

Laura Schwab finds that her new leadership role with Aston Martin Lagonda is a smooth ride.

Michelle Roe Attractions

laura schwab

Laura Schwab love of cars didn't start until she got behind the corporate wheel.

Before focusing on the dashboard, Schwab focused on the small print: She was a contract attorney, but not a happy one.

“It was a need not to be a contract lawyer that got me into [the car biz],” she says.

After working for a tech startup in Southern California, Schwab joined Jaguar Land Rover, where she spent 14 years holding a variety of positions. In October 2015, she was appointed regional president for the Americas at Aston Martin Lagonda Limited in Irvine, Calif.

Schwab is the keynote speaker May 12 at the 2016 Women In Business Awards Luncheon at The Ritz-Carlton, Rancho Mirage.

The event honors three Coachella Valley luminaries in three categories: Corporate Leader: Carolyn Caldwell, CEO of Desert Regional Medical Center; Business Leader: Barbara Keller, philanthropist and owner, LuLu California Bistro; and Entrepreneur: Tracy Worthington, owner, Wink Lash & Beauty Bar and Just Blow Drys in Palm Desert.

The Palm Springs Life event begins with a reception at 11 a.m. followed by a lunch at 12:15 p.m. Proceeds will benefit 100 Women | Desert AIDS Project.  

Schwab is excited about what she describes as the “trajectory” of the Aston Martin Lagonda Limited company, which includes the release of new products, and a team with an entrepreneurial spirit. In the first few weeks in her role as president of the luxury car manufacturer, Schwab had the opportunity … OK, the privilege, to test drive its products in the United Kingdom.

“The cars are the most beautiful vehicles that I’ve ever seen,” she says. “Everything is handmade and hand-stitched. The sound is incredible and exciting.”

Laura Schwab had a chance to drive the Aston Martin Vanquish Volante.

The cars are incomparable people pleasers, but the brand also has influenced pop culture: It’s James Bond’s transportation of choice. Crafted from the imagination of author Ian Fleming, the famed fictional spy’s penchant for lavish living includes a fondness for martinis prepared to his specifications, breathtakingly gorgeous and smart women, innovative gadgets, and extravagant automobiles.

The Aston Martin Lagonda DB5 model first appeared in the 1964 Bond film Goldfinger, and the franchise has spawned a spectacular succession, including the DBS, DB10, V8 Vantage Volante, and V12 Vanquish. They co-star in 12 Bond films.

“I got into a convertible Vanquish (Vanquish Volante), I heard the sound of the engine, and by far, it is the most incredible vehicle,” Schwab says. “I actually asked if I could keep it for an extra night, and I revved the engine in the driveway for my husband and dog.”

You try that with the company car, then cop to it in public.

Just as film storytelling embraces advancements in automobile technology, Schwab sees the future of auto design balancing tech features with the art of luxury craftsmanship.

“When you see what’s happening around tech and vehicles and how people want to utilize their personal technology in their vehicles as an extension of themselves, it’s super exciting,” she says. “I do think it’s important that as a luxury brand, we can’t forget our reason for being and our purpose. We need to balance technology while ensuring that we design and build the most beautiful vehicles that exist … never sacrificing the craftsmanship.”

Our translation? You won’t find “Aston Martin Lagonda” and “dropped call” in the same sentence.

Presented by SBEMP ASttorneys, the 2016 Women in Business Awards Luncheon is sponsored by Aston Martin – IndiGO Auto Group, Wink Lash and Beauty Bar, Just Blow Drys, El Paseo Jewelers, Rum Chata, PSAV, and CBS Local 2 (KESQ-TV).

Women in Business Luncheon, 11 a.m. May 12, The Ritz-Carlton, Rancho Mirage, 68900 Frank Sinatra Drive, www.palmspringslife.com/Women in Business

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