Reports of Aston Martin renewing its entire model lineup are indeed true as company CEO Dr. Andy Palmer officially confirmed during the 2015 Auto Shanghai.
Called the 'Second Century' plan, the company describes it as a 'comprehensive strategy for the growth and development of the renowned British band; and will ensure Aston Martin's sustainability and success'.
In his first attendance of the auto show as CEO of Aston Martin, Palmer revealed that their investment plan will overhaul the brand's entire lineup along with the inclusion of three additional models. He further expounded on this by also saying that Aston Martin will be focusing on providing 'a new wave of products' that are currently being developed under the automaker's largest investment plan in its 102-year history.
“The Second Century plan not only delivers exciting and highly desirable new luxury sports cars in the traditional sense, but also embraces new powertrain technology. I have challenged not only convention but also my team to investigate an electric version of the Rapide, a product which will undoubtedly be attractive for the China market,” said Palmer.
Besides the planned lineup replacement, Palmer has also stated that the brand's bespoke personalization service, Q by Aston Martin will be integrated into the company's Special Products Division (SPD). The amalgamation will enable SPD to produce unique interiors as well as making distinct models such as the DB10 which will be featured in the upcoming James Bond movie, Spectre.