While Aston Martin continues to battle some financial woes, that hasn’t dampened the plans of Lawrence Stroll to morph the company into a hugely successful luxury brand like Ferrari. Indeed, the automaker has plenty of exciting new products just around the corner.
While recently speaking with the regional boss of Aston Martin Lagonda in Japan, Greg Adams, CarExpert discovered that the brand’s sports car family is set for an overhaul and that other changes are afoot within the company.
“If you talk to Mr Stroll, he’ll tell you we’ve now entered a second phase of the plan,” Adams said when asked what Aston Martin has in the pipeline. “What you’re about to see is a shift into product. We have lots of new product on the way. For example, the sports car range is about to completely renew itself and that’s the core of the business.”
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While Adams revealed few details about these new sports cars, he noted that they will have new technology and infotainment systems “that we haven’t done before.” Adams added that more will be revealed about the company’s new sports cars in the “next few months.”
Pushing Aston Martin forward is owner and Canadian billionaire Lawrence Stroll. Not only has Stroll played an instrumental role in overhauling the company’s Formula 1 team but he wants to morph the automaker into a Ferrari rival and also has some strong EV aspirations.
“[An EV] will come out in the relatively near future, which I think they’re planning to talk about soon,” Adams noted. “You can see what we’ve already talked about with investors. The global future that’s aligned to regulations and zero emissions means it can either go electric, hydrogen or something else, but frankly, it’s pre-decided.”
“Mr Stroll is exactly the right person to take Aston Martin forward,” Adams added. “He’s not just a fashion brand billionaire, he’s a luxury fashion brand billionaire. He lives and breathes the luxury world from yachts to private planes and more. He understands luxury better than most, but more importantly, he’s exactly the person we want to sell to.”
