Aston Martin confirms new model and long-term development plan
WARWICKSHIRE-based sports car manufacturer Aston Martin has outlined a new strategy intended to secure the long-term future of the business – together with a pledge to launch a brand new car.
The company used the first day of the Geneva International Motor Show as the platform to launch the strategy, which is intended to take the Gaydon firm into a bold new era stretching into the next decade and beyond.
CEO Dr Andy Palmer used the global unveiling of the Aston Martin DBX concept car to signal a key change in the brand’s thinking.
Dr Palmer said he was challenging his team to re-evaluate and expand the brand’s presence in the luxury GT sector.
He said: “The Geneva show this year marks the first public signs of a revolution at Aston Martin – a revolution we’re calling ‘Second Century’.
“While the exceptional new Aston Martin Vulcan track-only supercar and Vantage GT3 special edition road car represent a take on our immediate future, the exciting DBX Concept is Aston Martin’s first public statement about how the high luxury GT sector could, and in our view should, evolve in the years to come.”
He said the DBX concept was an illustration of what was possible for Aston Martin.
“DBX may be seen as challenging and perhaps even revolutionary in some quarters – but it is not science fiction. I can confirm today that we will in the future be offering a car in the new DBX space,” he added.
Having marked his first 150 days as CEO last month, Dr Palmer used his first major global motor show to showcase his plan for the ongoing growth and development of the company.
He said the plan would ensure Aston Martin was secure and successful in its second century, aided by a global presence.
The company has already pledged to enhance its regional office structure, with a new office for the Asia-Pacific region opening in Singapore, a new trading company in Japan and a new base in Frankfurt.
Aston Martin currently exports to 45 markets worldwide but is keen to see this increase.
One product which could help it do so is the luxurious Lagonda Taraf super-saloon (left), which the company has now said will be offered to markets outside the Middle East.
The return of Lagonda follows in the wake of other bespoke special projects such as the creation of the extreme Aston Martin Vulcan supercar, Vantage GT3 special edition, One-77, V12 Zagato and the CC100 Speedster Concept.
Based on the brand’s almost infinitely flexible VH architecture, the saloon draws inspiration from the highly sought-after William Towns-designed Lagonda of 1976 and features many of the same cutting edge engineering techniques seen in modern Aston Martin sports cars, such as the extensive use of carbon fibre body panels.
The car will be hand-built by craftsmen at Gaydon in a dedicated building previously given over to the creation of the One-77 supercar.
Dr Palmer has confirmed that the new car will be available in the EU, and EU-regulation compliant markets.
The company is also set to enhance the brand by expanding its bespoke personalisation service – Q by Aston Martin – and fully integrate it into the company’s Special Products Division. The new business unit will be able to deliver anything from unique interiors to creating the DB10 that will feature in the next James Bond film, Spectre.
Dr Palmer said: “Often cynics dismiss talk of a ‘new era’ in any business as hype but I know the cars we have on show at Geneva, along with the major work that’s ongoing in the UK and around the world to re-tool and re-equip our business for the exciting times ahead, more than merits the use of the phrase.
“Aston Martin has a proud 102-year heritage of luxury sports cars and, with the exciting plans we now have in place that put customers once again at the very heart of our thinking and our operations, I’m confident it will continue to shine as a luxury business in the decades ahead.”
