Aston Martin CEO, Andy Palmer, believes that the brand must do away from the usual forms adopted by the established luxury rival models from Rolls-Royce and Bentley.
“The truth is I don’t want either of them to be what you’d call a traditional saloon,” Palmer said. “If we just do another three-box, it’s going to be hard to break into that market. So what I’m challenging the design guys to do is to look for something that breaks that duopoly [between Rolls and Bentley] but which still has appeal to what is a relatively conservative market, and what is still very much a chauffeur-driven market.”
One of the cars, which will arrive in 2023, will most likely be an all-electric model and could share electric architecture with the yet-to-arrive DBX crossover.
“The large-car platform, of which the DBX is the first execution, is engineered to accept an electric powertrain,” Palmer said. “It doesn’t get that at launch, but it does during its lifetime; not necessarily in the guise of DBX, but that architecture does get an electric drive during its lifetime.”
