The British automaker has many plans for the future and sedans aren't part of them.
Aston Martin is gearing up to become an ultra-luxury British automaker, with several plans along the pipeline. However, sedans that can compete with Rolls-Royce and Bentley aren't part of that plan.
That confirmation came from Alex Long, Aston Martin's head of product and market strategy. In an interview with Australia's Carsales, Long bares the brand's aspirational goals, including which types of vehicle will not be on offer.
“Definitely no sedan,” Long told Carsales. “We have a very bold objective to create the world's most desirable, ultra-luxury British performance brand. We're setting very lofty objectives, specifically for each program but also overall for the brand.”
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Aston Martin will lay bare its plan of action for future models this month, but there may still be four-door models in there in the form of SUVs. The brand's chairman, Lawrence Stroll, has claimed that the British marque will announce details on all its upcoming models in the next five years, happening on its capital markets day on June 27.
The lineup will include plug-in hybrids and all-electric vehicles, although we're still expecting Gaydon to hold on to combustion engine-powered models for as long as it can.
In 2019, Aston Martin showcased the Rapide E, an electric luxury sedan concept destined to become a production model. However, the project was canceled and shelved for future products. With Long's recent confirmation, it appears that those developments don't have any future at all.
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Insiders at Aston Martin argue that a sedan would not be a sound business decision and that the company's current product cycle plan does not require one for success. Instead, Aston Martin aims to meet the needs of luxury enthusiasts with the DBX SUV.
As for the brand's performance models, Stroll previously confirmed that the next Aston Martin supercars would be offered in limited production numbers. Stroll said “volume wasn't important” for the company's mid-engine vehicles like the Valhalla.
Instead, the company will shift focus toward maximizing profitability and exclusivity, following the footsteps of brands like Ferrari. Stroll highlighted the importance of intentionally limiting production to preserve exclusivity and ensure strong residual values.
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Keyword: Aston Martin Rules Out Sedans For Future Model Lineup