Greg Adams is no stranger to high-end sports cars. With a 32-year career that includes stops at Ferrari, Fisker and Maserati, he understands the importance of setting the vision for a premium brand. Now Aston Martin’s regional president for Japan and South Korea, he spoke to CarExpert about this vision for Aston Martin.
According to Adams, when Lawrence Stoll’s group of investors bought Aston Martin, they brought in many people who had helped make Ferrari a modern brand. At Aston Martin, this brand will include existing GT cars as well as new products like the DBX 707 And Valhalla. However, this also includes ushering the brand into a zero-emissions future with vehicles powered by electricity, hydrogen or other alternative fuels.
“If you look at the 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 your peers,” says Adams. In Aston Martin’s case, that doesn’t just mean technology, but luxury fashion.
Following this guidance, 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 infotainment the company hasn’t done before. “You’re really going to be pleasantly surprised,” Adams said. “We’re going even further, as you’ll see. And we’re talking about the next few months.”
Earlier in March, we reported that Aston Martin is preparing a major overhaul of its model range. This news was preceded by comments from DB11 successor and news that more detailed information will be revealed at a capital markets day for investors later this year. According to Lawrence Stroll, the lineup will also include an all-electric vehicle to be announced this summer.
Along with a DB11 successor and a new electric vehicle, the Vantage and DBS are set to be overhauled, which Stroll also confirmed on an earnings call with investors. Adams also underscored the need for this overhaul, indicating that while DBX accounts for 50% of Aston Martin’s volume, GT cars account for the remaining 50% and will remain the core business.
