Aston Martin Plans Seven Models in Seven Years
Primarily known for its appearance in the James Bond movies, Aston Martin is a luxury brand that hasn’t been doing too well in recent years. Former Nissan executive Andy Palmer took the wheel back in October 2014 in an effort to turn the company around, and the end result is a plan to revamp the Aston Martin line by replacing all of the existing vehicles and adding three new models by 2020.
Known as the “Second Century Plan,” justly titled as the automaker celebrated its 100th birthday in 2013, it requires the largest investment of capital in the company’s history. In total, Palmer has secured £500m from shareholders and another £200m from other investments. In all, that comes out to a grand total of $1 billion.
Wonder What that Green Aston Was? That was the Aston Martin Vulcan, from the New York Auto Show
That money will go to good use, as the automaker kicks off its “Second Century Plan” with three primary pillars: sports cars, crossovers and specials, and saloons. Not every model will bear the Aston Martin badge, though.
The Lagonda brand was resurrected in 2013 in the form of a single sleek, fast super saloon and production is limited to just 200 units. Although it isn’t available in the United States, it is for sale in the Middle East, United Kingdom, and European markets.
In an effort to increase sales, Aston Martin has also secured dealer partnerships in 15 cities scattered throughout the China mainland. There, buyers can purchase the Aston Martin Vanquish and Rapide S as well as the Lagonda Taraf. As the world’s largest growing market, China is a key player in Aston Martin’s future.
More on the Taraf: Plus, some very nice pictures of the saloon
The current Aston Martin lineup is ready for replacement and includes the DB11, Vantage, Vanquish, and DBX. That leaves three new models and, with two luxury brands to work with, there’s plenty of ground to cover.
While some of the money is going towards a new factory in South Wales, Aston Martin has no plans to increase production. The number of available cars will still be limited to around 15,000 units in total.
With Palmer at the helm and the “Second Century Plan” underway, Aston Martin has a few interesting years ahead of it.
- Joseph PudlewskiContributor
Joseph Pudlewski is somewhat of a writer and editor living in the village of Anna, Ohio. A graduate of Wright State University, he holds a B.A. in English and enjoys reading anything by Jules Verne. A third generation American, he chose to forego joining the Air Force, unlike his father and grandfather before him. He would much rather keep his feet on the ground, hence his interest in the automotive industry, although he has no fear of flying. In addition to reading and writing, he also enjoys playing video games and spending time with family.