Greg Adams shares insights into the future of Aston Martin as a luxury brand, including a portfolio of new vehicles.
March 12, 2023 at 19:36 ET
Greg Adams is no stranger to premium sports cars. With a 32-year career that includes stops at Ferrari, Fisker and Maserati, he understands the importance of defining the vision of a premium brand. Now Aston Martin’s regional president for Japan and South Korea, he spoke to CarExpert about this Aston Martin vision.
According to Adams, when Lawrence Stoll’s investment group bought Aston Martin, he brought in many people who had helped establish Ferrari as a modern brand. At Aston Martin, this brand will include existing GT cars as well as new products such as the DBX 707 and Valhalla. However, it also includes taking the brand into the zero-emission future with vehicles powered by electricity, hydrogen or other alternative fuels.
“If you look at our company mission, Aston Martin wants to be the most desirable British ultra-luxury performance brand in the world, which means you have to embrace technology and stay ahead of the your peers,” says Adams. In the case of Aston Martin, this means not only technology but luxury fashion.
As a result of this approach, Aston Martin is preparing to offer new products, including a new range of sports cars. Adams didn’t specify what’s in the pipeline, but said it includes new entertainment that the company hasn’t done before. “You’ll really be pleasantly surprised,” Adams said. “Let’s go even further, as you’ll see. And talk about the next few months.”
At the beginning of March, we reported that Aston Martin was preparing a major overhaul of its model line. This news was preceded by the sighting of a successor to the DB11 and the news that more detailed information will be revealed during a capital market day for investors later this year. According to Lawrence Stroll, the range will also include an all-electric vehicle that will be unveiled this summer.
In addition to a DB11 successor and a new electric vehicle, the Vantage and DBS are expected to be revised, which Stroll also confirmed during an earnings call with investors. Adams also stressed the need for such an overhaul, stating that while the DBX represents 50% of Aston Martin’s volume, GT cars make up the remaining 50% and will remain the core of the business.
