Published on April 22nd, 2015 | by Subhash Nair


Aston Martin Reveals New Models and Strategy


Luxury British car brand Aston Martin is confidently looking to the future at the 16th Shanghai International Automobile Industry Exhibition, with CEO Dr Andy Palmer leading the company into an exciting new era reaching far into the next decade. For the first time in China the innovative DBX Concept and exclusive Lagonda Taraf were unveiled, spearheading Aston Martin’s display at the show.


The display of handcrafted luxury sports cars in Shanghai defines the way ahead for Aston Martin and its commitment to the market in China, with each model on display representing a distinctive and differentiated story for Chinese customers.



The DBX Concept signals a key change in vision as the brand embarks on a new chapter of change and growth. Attending his first auto show in China as the new CEO of Aston Martin, Dr Andy Palmer outlined the new vision and direction for the brand. The “Second Century” plan is a comprehensive strategy for the growth and development of the renowned British brand, and will ensure Aston Martin’s sustainability and success.


Significantly, Aston Martin will focus on delivering a new wave of products that are being developed under the largest investment plan in its 102 year history. By the end of the decade, every model in the current line-up will be replaced and up to three new models lines will be added.



“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. Our relationships with leading Chinese companies such as Hanergy and now with Letv shows the potential to connect British craftsmanship with the very latest in Chinese technology,” said Dr Palmer.

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The strategic plan also encompasses the brand’s intention to enter the luxury sedan market in China.  Strictly limited to a global production run of just 200 super-saloons, the Lagonda Taraf follows in the wake of other bespoke special projects by Aston Martin such as the creation of the extreme Aston Martin Vulcan supercar, Vantage GT12, One-77, V12 Zagato and the CC100 Speedster Concept. The luxurious new super saloon draws inspiration from the highly sought-after William Towns-designed Lagonda of 1976 and features many of the same cutting-edge engineering techniques seen in modern Aston Martin sports cars, such as the extensive use of carbon fibre body panels.

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