Luxury brand carmaker Aston Martin recently vowed to put hybrid technology in every car.
The company wants its vehicles to combine the best of electric batteries with petrol engines by mid-2020, according to statements by the Financial Times.
Aston Martin intends to be 100 percent hybrid within the next decade, according to CEO Dr. Andy Palmer, who said:
“We will be 100 percent hybrid by the middle of the 2020s.”
The carmaker has been busy on all sides of its marketing strategy, trying to establish a firmer footing on market grounds while staying “exclusive and elusive.”
While other luxury brand carmakers like Porsche, who have adopted their range of cars to also suit the need and liquidity of the mainstream consumer, Aston Martin wants to keep their production line small and exclusive.
“One of the conscious decisions that we made was that we want to stay in the area of luxury. We don’t want to expand our volume in a way of, say, Maserati or Porsche. We want to stay very small, bespoke, and basically very exclusive and elusive,” according to a quote of Aston Martin CEO Dr. Andy Palmer.
The company’s decision is partly influenced by the industry’s move toward electric technology, in the midst of governments’ plans to ban the “sales of more polluting cars”.
The future of clean cars
“Clean” seems to be the new synonym for the future of cars. Eston Martin is not the first, and certainly will not be the last, carmaker to announce its step toward clean cars in its future.
The Swedish carmaker Volvo also recently said that it wants to become either hybrid or fully electric beginning in 2019.
Aston Martin pledged to pull along, promising:
“About a quarter of the company’s cars will be fully electric — without a petrol engine — by the end of the next decade,” said Dr. Palmer.
Analysts believe, however, that the years of losses further pushed the company to change its ways “to place it on a surer financial footing and to secure its future.”
The James Bond car of choice currently outsources its V8 engine production to Daimler, which also supplies some of the electronics. Aston is determined to develop its own electric driving systems in-house.
“We believe that EVs [electric vehicles] are a core technology, and therefore, we want to do them ourselves, “said Dr. Palmer.
The company intends to buy the electric cells needed to create power packs from overseas, but make the packs and motors itself in the UK.