Aston Martin’s Plans for Electric Cars
Aston Martin recently announced that its first electric car will appear within this decade. The company is considering the use of technologies similar to those implemented in the Hyundai Ioniq 5 N, including the simulation of internal combustion engine sounds and virtual gear shifts. It is not yet known whether the first electric Aston Martin model will be a crossover or a sports car.
Strategic Partnership with Lucid
In mid-2023, Aston Martin entered into a long-term strategic partnership with Lucid, gaining access to the American brand’s electric motors and battery packs. Although the first Aston Martin electric car is not yet ready, the company is actively working on it and is open to using systems that will provide an authentic driving experience inherent to Aston Martin.
Current Efforts and Future Models
Currently, Aston Martin is focused on launching its first plug-in hybrid—the limited-edition, mid-engine Valhalla. This model is intended to compete with hypercars like the McLaren W1 and Ferrari F80, but at a significantly lower price. The Valhalla is likely to be the last all-new Aston Martin model before an electric car is added to their lineup.
Management’s Opinion
Aston Martin’s Chief Creative Officer, Marek Reichman, discussed the brand’s plans for electric cars during Monterey Car Week. He expressed openness to ideas such as simulated gear shifts and sounds inspired by internal combustion engines, provided they contribute to the authenticity and emotionality of driving.
If it brings benefits to the dynamic characteristics of our cars, is authentic and real, and we can use a system that adds more driving emotions to the driver, then yes.
Reichman also emphasized that any technologies must be authentic, not artificial, as Aston Martin is a brand based on truth and real advantages, such as knowledge from Formula One, which can be used to create an exciting driving experience.
Future Model Choice
Since the first electric Aston Martin is still far from realization, it is difficult to predict what form it will take. The British brand may decide to make it a direct competitor to the Ferrari Elettrica, which is likely to be a crossover, or to create a fully electric sports car or supercar.
Electrification remains a key direction for many luxury car manufacturers, and Aston Martin seems to be trying to find a balance between innovation and preserving its authenticity. The use of technologies that mimic traditional characteristics could help attract brand enthusiasts who value the emotions of driving, even in the era of electric cars. This also opens up opportunities for integrating unique advantages, such as data from Formula One, making future models even more competitive.