Aston Martin postpones its first pure electric car to 2026, while increasing investment in hybrid models

Aston Martin, the famous British luxury car manufacturer, recently announced that they will postpone the launch of their first pure electric model to 2026. The decision was delayed a full year from originally planned. The company said the move was mainly because current consumer demand for pure electric models has not reached their expected levels.

Although Aston Martin once confidently claimed to build "the most exciting and desirable" electric cars in the world, and reached a cooperation with Lucid in June last year worth more than 450 million US dollars. , plans to launch four new pure electric vehicles within four years starting from 2025. However, current market feedback has forced the company to rethink its electric vehicle strategy.

According to the editor’s understanding, Aston Martin Executive Chairman Lawrence Stroll said frankly in an interview: “Compared with our expectations two years ago, Consumers, especially Aston Martin's target customer base, are not as enthusiastic about pure electric vehicles as we would like." He believes that the current market demand for plug-in hybrid vehicles is stronger because this This type of vehicle not only has the environmental protection advantages of electric vehicles, but also retains the unique charm of traditional sports cars, such as driving experience and sound.

Despite this, Aston Martin has not stopped exploring the field of electric vehicles. Stroll said the company is confident in existing battery technology and platforms and plans to invest approximately 18.24 billion yuan in new technology research and development in the next five years to gradually achieve the goal of phasing out fuel engine models. This move demonstrates the company’s commitment to the transition to sustainable energy vehicles and their determination and efforts to meet the challenges of the future. As the world's awareness of clean energy and environmental protection increases, Aston Martin is actively involved in the electric vehicle market.

Another well-known luxury car manufacturer Mercedes - Mercedes-Benz has recently made a similar decision to delay its timetable for achieving its full electric vehicle sales target and increase investment in traditional fuel engines. This implies that in the current highly competitive market environment, traditional car manufacturers need to be more cautious and prudent in the transformation process.

Although the launch plan of the first pure electric model has encountered some setbacks, Aston Martin’s other business performance is very good. According to the company's latest financial report data, profits before interest, taxes, depreciation and amortization increased by 58% in the fourth quarter of 2023, reaching 174.8 million pounds. In addition, the highly anticipated first hybrid supercar Valhalla will also be officially put into production this year.

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