Aston Martin To Be Reborn As A Modern, Diverse Car Maker In 2016

By Ganesh

British luxury and performance car maker Aston Martin is on the offensive as it prepares to make the most significant change to itself ever in its century long history.

The process of reinventing itself is said to have already began and will bear the first fruit in 2016 when the company will reveal an all new Aston Martin DB9, powered by a specially developed Mercedes-AMG engine.

By the end of this decade Aston Martin intends to completely revamp its product line, which will consist of a diversified product offering, much like what Ferrari offers today.

Making this product offensive possible will be a new range of Mercedes-Benz AMG V8 and V12 engines, hybrid systems, new electronics and a significantly different next-gen VH platform.

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Unlike Aston's current platform, which restricts car design, resulting in similar looking models, the new platform will allow the company's designers, led by Marek Reichman, to develop a diverse range of products, with different body styles.

Work on the all new DB9 is already underway and will be ready for reveal in 2016, with deliveries likely to begin from 2017. Aston Martin's contract with Ford will also end in 2016, allowing Mercedes AMG engines to take their place.

The fresh and rejuvenated Aston Martin will also benefit from technology developed by Mercedes-Benz, thanks to their new relationship.

The arrival of the brand new DB9 in 2017 will be followed by the next-gen Vantage in 2018, powered by AMG V8 and V12 engines. The flagship Vanquish will be next in 2019 and would be powered by AMG V12 engine.
The four-door Rapide on the other hand, could be discontinued in 2016 once the new platform is introduced.

As far as the Lagonda SUV is concerned, it's birth would depend on how successful Aston Martin's new product offensive is and is thus now on the company's future product plan.

As part of its major growth plan, Aston Martin will be investing £20 million (~INR 204.5 crore) to expand its manufacturing facilities in Gaydon, England.

The extended facility will include a place for manufacturing its new chassis, a pilot build facility, new offices, and an extension of the parts and logistics storage area. The new facilities will cover an additional area of 10,000 sq mt and will be completed next year, in time to begin production of the new DB9.

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Article Published On: Monday, June 16, 2014, 13:25 [IST]
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