The small, exclusive automobile manufacturer offers a limited line-up of high-end exotica, but that’s about to change.
In an interview with The Detroit Bureau, Aston’s outspoken CEO – Andy Palmer – compared the company’s conservative nature with a business model that is “broken”, stating:
“We’ve been beating this dead horse for a long time. As a result, it has suffered seven bankruptcies over the last 102 years, along with several near misses.”
That said, the time has come for Aston Martin to make some “risky” maneuvers in order to stay competitive and offer a wide-range of products, whilst remaining exclusive. Basically, the British car manufacturer has to conquer new niches, foreign to the iconic Aston Martin brand.
Basically, the report states that the car manufacturer from Gaydon will soon have its largest line-up of models ever, with seven products allegedly planned for the future; a mix that will include traditional sports cars, big sedans and even a battery-powered variant of the DBX.
According to Palmer, the goal for Aston Martin is to adopt a seven-year lifecycle for the new products. Furthermore, the maker will debut one all-new model each year – a concept similar to McLaren’s aggressive product strategy to launch a new vehicle every year. In fact, Aston’s product blitz should ensure that its showrooms will always have something fresh to sell.
That said, Palmer apparently expects to keep an exclusive 7,000 sedans and sports car per year production run, in order to maintain the brand’s uncommonness.
Aston Martin DBX Concept Pictured
PHOTO GALLERY
