Aston Martin, renowned for its luxury vehicles, is reevaluating its electric vehicle (EV) strategy in response to shifting customer demands. The company has decided to delay the introduction of its first electric models and instead increase its investment in plug-in hybrids (PHEVs), citing feedback from its dealer network.
Lawrence Stroll, chairman of Aston Martin, revealed that customer feedback has emphasized a continued interest in the “sounds and smells” associated with traditional combustion-powered vehicles. Acknowledging this preference, Aston Martin has opted to prioritize PHEVs over EVs, abandoning its previous goal of achieving a “fully electrified” lineup by 2030.
Stroll emphasized the enduring appeal of combustion-engined cars, asserting that there will always be a market demand for them. Consequently, Aston Martin plans to continue producing internal combustion engine (ICE) vehicles as long as regulatory allowances permit.
The company’s revised strategy entails a significant investment in PHEVs, particularly those equipped with V8 engines sourced from Mercedes-AMG. Stroll indicated that customers have expressed a preference for V8-powered models over V6 variants. Additionally, Aston Martin intends to incorporate hybrid technology into its iconic V12 engine, further extending the lifespan of its combustion-powered lineup.
While Aston Martin remains committed to developing bespoke EV architecture, the launch of its first electric model has been postponed from 2025 to late 2026, with availability slated for 2027. This decision reflects the company’s observation of subdued consumer demand for electric vehicles, particularly within the luxury segment.
Under its Racing Green initiative, Aston Martin initially aimed to electrify its entire product range by 2030, with Lucid providing powertrain components. However, the company now faces a shifting industry, with luxury SUVs expected to transition to full electrification before sports cars. Aston Martin’s strategic pivot mirrors a broader trend among high-end automakers, with Bentley also delaying its EV plans.
Originally slated for a 2025 debut, Bentley’s first electric model will now launch in 2027, aligning with its goal of achieving a fully electric lineup by 2033. As luxury brands traverse evolving consumer preferences and regulatory environments, the industry’s transition to electrification continues to unfold, shaping the future of high-performance vehicles.
