Heading 1: Aston Martin’s Bold Product Offensive

Aston Martin is set to launch a series of new models over the next 18 months as part of a bold product offensive. Led by Canadian billionaire Lawrence Stroll, the company is aiming to become an even more premium brand. The new models include the DB12, a re-imagined Vantage, a DBS replacement, and the mid-engined Valhalla. However, despite the potential benefits of a sedan, Aston Martin has no plans to build a spiritual successor to the luxurious Rapide sedan.

Heading 2: No Sedan in Aston Martin’s Future

According to Aston Martin’s head of product and market strategy, Alex Long, the business case for a new sedan simply doesn’t make sense for the company. Additionally, the success of the DBX SUV means there’s no need for a luxurious four-door sedan that would play the role of the more practical model in Aston’s range. Long stated that the company has a bold objective to create the world’s most desirable, ultra-luxury British performance brand. This means setting lofty objectives for each vehicle program and overall for the brand.

Heading 3: The New DB12

Aston Martin’s latest new model, the DB12, may essentially be a thoroughly facelifted and revised version of the DB11, but it brings with it new features and more performance. The most significant update is the roll-out of a new 4.0-liter twin-turbocharged V8 from Mercedes-AMG that is good for 671 hp and 590 lb-ft (800 Nm). This gives it more grunt than the V8-powered DB11 with its 528 hp and 513 lb-ft (695 Nm) and even the V12 version of the DB11 that was rated at 630 hp and 516 lb-ft (699 Nm).

Heading 4: Riding Different Trends and Waves

Long said that Aston Martin is now in a position that allows it to “ride different trends and waves.” This means the company can adapt to changing market conditions and consumer preferences. With Stroll at the helm, Aston Martin is well-positioned to take advantage of new opportunities and expand its reach as a premium brand.

Heading 5: Conclusion

Aston Martin’s bold product offensive is an exciting development for fans of the iconic British brand. While there may not be a new sedan in the company’s future, the launch of the DB12 and other new models promises to keep Aston Martin at the forefront of the luxury performance car market. With Lawrence Stroll leading the way, the future looks bright for Aston Martin.