Aston Martin’s new Vantage electrifies brand outlook

Aston Martin has launched its new Vantage and DB11 Volante ahead of the 2018 Rolex Australian Formula One Grand Prix.

The British luxury sports car marque has also reaffirmed its promise to offer electric options within a few years.

Aston Martin announced at the Geneva Motor Show in early March that its Lagonda sub-brand will be reborn with the purpose to become entirely electric.

Vice president Simon Sproule says Aston Martin will start its electric vehicle product evolution with the family-oriented Rapide.

“We will actually precede Lagonda with a full-electric Rapide four-door Aston Martin in a limited run, which will be designed in partnership with Williams F1 technology.

“Aston Martin actually gets to the EV market before Lagonda, ” Sproule explains.

“So by the middle of next decade, every single Aston Martin and Lagonda on sale will have a hybrid or electric option.”

Sproule says the brand saw an opportunity with Lagonda, which predates Aston Martin itself, founded in 1904.

“Lagonda is reborn as something totally different – what we believe is a duopoly market situation where there are two players, and the segment hasn’t been turned on its head yet,” Sproule elaborates.

“We saw an opportunity to launch the world’s first all-electric luxury car company. The first and second Lagonda will be part of the seven new core models we promised to launch, and they will be a super-saloon and an SUV.”

Sproule also reveals Aston Martin hasn’t entirely ruled out hydrogen fuel cells as a potential drivetrain option in future, depending on the market, despite having said initially the company’s trajectory meant “no fuel cells, no diesels”.

“Fuel cell was an option for us, we would have to go outside obviously for that technology,” Sproule divulges.

“With EV we’re in discussions with some partners, we believe EV is gaining traction faster than fuel cells are. You can debate, I used to work for Tesla and we know Elon’s view of fuel cells.”

Regardless, Sproule doesn’t completely dismiss hydrogen, but says ultimately the consumer directs the market.

“Fuel cell technology is certainly impressive but I think for Lagonda, the consumer just gets EVs better, it’s simpler.”

“I think the infrastructure as it’s currently mapped out supports EV’s rapid expansion better than fuel cells, and I think the consumer has become more comfortable with electric cars,” he says.