Aston Martin to Replace Entire Lineup by 2020 Under Second Century Plan
Aston Martin’s Second Century strategy, announced by CEO Andy Palmer at Auto Shanghai 2015, will see the entire model range replaced and up to three new products launched by 2020.
Aston Martin will replace its entire model range and introduce up to three new vehicles by 2020, according to the company’s Second Century turnaround plan announced by CEO Andy Palmer at the 2015 Auto Shanghai show. The strategy, described as the largest investment in the firm’s history, is intended to bring stability and long-term growth to the British marque after a period of financial difficulty.
What the Second Century plan covers
The Second Century plan will see every model in Aston Martin’s portfolio replaced or renewed within five years of the announcement. Palmer said the company would introduce up to three entirely new products alongside the core sports car lineup. The strategy also calls for the integration of new powertrain technology, with the development of an electric version of the Rapide under consideration, particularly with the Chinese market in mind.
Aston Martin will also expand its bespoke Q division, folding it into a Special Products Division that will handle everything from unique interiors to limited-run models such as the DB10, which was built for the James Bond film "Spectre." The company confirmed that its ultra-luxury Lagonda Taraf saloon would be offered in China, with a production run limited to 200 units.
