Huge product offensive for Aston sees seven new cars planned, with a fresh model every year until 2023
The strategy is about more than just new cars, however. Speaking exclusively to Carbuyer, Aston CEO Andy Palmer said the company has three key “pillars” it plans to build on, offering well-heeled customers two-door sports cars, four-door Lagonda saloons and SUV models.
The DBX SUV will be one of those, but Palmer said the company has a “blind spot” where the Ferrari 488 sits. “We have a slightly lower average transaction price than Ferrari”, he explained, saying the company needs “something that connects your Valkyrie at £2.5-3 million with the rest of the group.”
That connecting car is likely to be priced close to the 488, which currently retails for around £200,000. Asked whether it would have to be mid-engined, Palmer said it didn’t have to be, but that “it’s easier to get the 50:50 weight distribution and that market tends to be defined as mid-engined”.
Other models in Aston Martin’s future include an all-electric Rapide that will arrive ahead of two Lagonda saloons, which will have an “electric future”. But while Aston will happily build EVs (electric vehicles), Palmer explained conventional petrol engines will continue to be key to its sports cars.
“Clearly, the Valkyrie has an electric element as a KERS system, so hybridisation will go throughout everything,” he said, “but I see full EV more in the four-door market.”