Aston Martin to replace all models within 10 years

By CARSIFU | 22 April 2015

SHANGHAI: Aston Martin plans to replace all models in its current line-up within 10 years and up to three new models lines would be added.

Under the company's “Second Century” plan, Aston Martin will focus on delivering a new wave of products that are being developed under the largest investment plan in its 102 year history.

“The Second Century plan not only delivers exciting and highly desirable new luxury sports cars in the traditional sense, but also embraces new powertrain technology," said Aston Martin CEO Dr Andy Palmer at the Shanghai auto show.

DBX Concept_07
The DBX Concept (also below).

DBX Concept_11

"I have challenged not only convention but also my team to investigate an electric version of the Rapide, a product which will undoubtedly be attractive for the China market. Our relationships with leading Chinese companies such as Hanergy and now with Letv shows the potential to connect British craftsmanship with the very latest in Chinese technology,” said Dr Palmer, who is attending his first auto show in China.

The newly appointed CEO had already signalled Aston Martin's dramatic renewal at the Geneva Motor Show in March, where the DBX Concept made is global premiere. The DBX Concept is Aston's first all-electric, all-wheel drive car, showcasing the brand’s world-class engineering and design capabilities.

The concept car and the Lagonda Taraf spearheaded Aston Martin’s display at the China show.

The strategic plan also encompasses the brand’s intention to enter the luxury sedan market in China.  Strictly limited to a global production run of just 200 super-saloons, the Lagonda Taraf follows in the wake of other bespoke special projects by Aston Martin such as the creation of the extreme Aston Martin Vulcan supercar, Vantage GT12, One-77, V12 Zagato and the CC100 Speedster Concept.

The Lagonda Taraf.
The Lagonda Taraf.

The luxurious new super 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.

This year, the brand will expand its  personalisation service – Q by Aston Martin – and integrate it into the company’s Special Products Division. The new business unit is able to deliver anything from unique interiors to creating the DB10 that will feature in the next James Bond film, Spectre.

And it is this team that has created the new Lagonda Taraf. Q by Aston Martin takes bespoke automotive tailoring to the ultimate level, and has enabled the brand to create ultra-personalised luxury sports cars for an increasing number of Chinese customers.

Guests on the show stand were able to take a closer look at the wide array of options available through the Q by Aston Martin service.  The Q by Aston Martin Rapide S on display, with its unique specification of a White Essence exterior and Saddle Leather interior, served to highlight thepersonalisation possibilities through the service.

While the DBX Concept highlights the future of luxury GT sports cars for the brand, the new 8-speed models on display at the Aston Martin stand – the Vanquish and Rapide S – are now available to order in China along with the exclusive Lagonda Taraf.