Aston’s Second Century turnaround plan sees lineup completely new by 2020 image

British sports car manufacturer Aston Martin has revealed that its “Second Century” strategy will focus on delivering a new range of products, under development thanks to their largest investment commitment in the 102-year history.

Recently appointed Aston Martin chief executive officer Andy Palmer visited for the first time China on the automaker’s behalf during the 2015 Auto Shanghai motoring event and took the opportunity to disclose the “Second Century” plan. We already knew much abut the ideas behind the strategy, but we now have it in one mastermind plan that aims to bring stability and sustainability to the troubled brand. Palmer said in a statement that the automaker’s entire lineup would be completely refreshed and up to three new products would be introduced by 2020. “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. 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,” commented Palmer.

The strategy will also target the integration of the popular bespoke Q by Aston Martin personalization service into the company’s Special Products Division. The unit will handle every special item of the automaker, from exclusive interiors to the DB10 model that will be featured preeminently in the next James Bond franchise movie installment, called Spectre. The company also added the Chinese market – the world’s largest – will receive some of the 200-unit limited production Lagonda Taraf ultra-luxury sedan.