Aston Martin will develop two new platforms, add a crossover, refresh its supercar lineup and leverage its technology alliance with Daimler as part of its six-year plan to make the 100-year-old British brand consistently profitable.
“In the first century we went bankrupt seven times,” CEO Andy Palmer said. “The second century is about making sure that is not the case.”
Aston Martin aims to return to profit during the course of its revival plan, Palmer said. A key part of the turnaround will be the automaker’s first crossover, which is likely to arrive around 2019 and was previewed at last month’s Geneva auto show by the all-wheel-drive DBX concept.
“We need to be less dependent on a narrow product portfolio,” he said. “It sounds contentious to say Aston Martin is going into crossovers, but sometimes that is what you have to do.”
Palmer, who was Nissan’s chief planning officer before moving to Aston Martin last September, said that the SUV would be joined by a new sedan and a third model. All three will share one of the new platforms.
Before those three vehicles start to arrive, Aston Martin will finish work on a new sports car platform that will underpin replacements for its current three-model range. The first new car from that platform is due in September 2016.
