Aston Martin plans to sell only electric or hybrid vehicles within four years, phasing out vehicles that rely solely on internal combustion engines.
Lawrence Stroll, president of the luxury carmaker, said the group was “on a journey” and moving “at the pace our customers want” with plans to launch plug-in models. in hybrid in two years and all-electric models by the middle of the decade. .
“By 2026 we will be fully electrified, although customers will still have the option of a hybrid internal combustion engine,” he told the Financial Times. Unlike rivals like Bentley, which plans to sell only battery-powered cars by 2030, he has yet to set a date for the transition.
Like many brands synonymous with high-performance cars, Aston needed to cut back on consumption while trying to serve customers who still wanted the real-world experience of powered cars.
“I can’t tell you that 100 per cent of Aston Martin customers want an electric car,” Stroll said.
“People still want the smell, the noise [of combustion engine cars]. We’re slowly getting to the full EV, but we’ll continue to offer both [electric and hybrids].
“There will still be an electrified part, but if someone wants an internal combustion engine by 2028, that will happen.”
Part of Stroll’s strategy includes expanding the brand’s lineup from the recent DBX sports car and sport utility vehicle to Ferrari’s mid-engine supercar.
He added: “By 2025 or 2026, although we will have every model of electric vehicle, front-engine, mid-engine, SUV, we will continue to offer it, as long as there is demand from the customer. , hybrid versions”.
However, the automaker still has significant models planned to use internal combustion engines.
Stroll was speaking while revealing a more powerful version of the DBX SUV that it hopes will win back customers who have switched to Lamborghini’s Urus rival.
The DBX 707 is powered by a new V8 engine designed by Aston engineers and built by AMG, the brand’s technical partner.
The 707hp car is the first model in the Aston barn developed by the team brought on by Stroll since he led the company’s £540m bailout two years ago, as he tried to make his mark Its imprint on a luxury brand has struggled for financial performance.
Last month, Stroll was forced to defend Tobias Moers, the chief executive, after it was reported that he was looking for a replacement following warnings about high operating profits and revenues.
The company, which has been trying to restore financial fortunes since its 2018 stock market listing, has failed to raise any new money for the company, which unlike Volkswagen’s Bentley and Lamborghini brands, has not raised any new funds. owned by a larger mainstream automaker.
Stroll predicts the new DBX variant will boost annual SUV sales to around 4,000 units from the current 3,000, even taking into account the cannibalism between the two models.