Aston Martin recently revealed the RapidE, a new version of the Rapide, 100% electric, and, of course, 0 emissions.
Actually, Aston Martin is still losing money : with a context of hard emission limitations, CO2 chasing and, by the way, speed limitations, it’s really hard to be a small carmaker, producing cars with a … uhhh, V8 or V12 (I prefer not to mention the Stylet, the “full leather” Toyota IQ city car).
Tesla is geting stronger and stronger with the model S, and is actually a serious challenger for premium limousine carmakers such Aston Martin, Bentley, Jaguar, Maserati…
They have to produce something better than Tesla : motor and/or range performance, handling and technological driving assistants…
That’s a lot of things, and now Aston Martin should be called “newcomer” on the automotive market ! They have to learn how to build an electrical car, of course, but above all they have to make one of the best electrical car on the market !
As they’re still losing money making excellent cars with a perfect balance between style, comfort, handling and performance, revealing a full electric car is not a subtile marketing strategy : it’s a matter of survival.
Official communication from Aston Martin :