Aston Martin is confidently looking into the future at the 2015 Shanghai Motor Show.
Under the guidance of new CEO Andy Palmer, the British automaker has announced its “Second Century” plan, calling it a “comprehensive strategy for the growth and development of the renowned British brand” that it says will ensure Aston Martin’s sustainability and success.
“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,” Palmer said.
Palmer attended his first auto show in China as the new CEO of Aston Martin this week, outlining the plan that will see the company focus on delivering a new wave of products that are currently being developed under the largest investment plan in its 102-year history.
“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,” he said.
According to Aston Martin, every model in the current lineup will be replaced by the end of the decade and up to three new model lines will be introduced. The strategic plan also has a focus on the luxury sedan market in China with the Lagonda Taraf heading to the market, despite its limited production of 200 global units. The company is also displaying its DBX concept at the Shanghai Motor Show, gauging interest for a crossover model for the Chinese market.
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