Aston Martin had a tough 2020 when sales cratered alongside the launch of the brand’s first SUV, the DBX. However, 2021 could get brighter for the brand as the company kicks off the new Formula 1 season with veteran driver Sebastian Vettel. To commemorate his arrival, Aston released a video in which Vettel got behind the wheel of the new SUV and guided it through a picturesque snow-covered landscape.
In the video titled “A New Beginning”, Vettel ponders his new chance with Aston’s F1 team. “The new chapter with Aston Martin is right ahead of me,” he says, adding, “It’s a new family I’m joining and there’s a lot of excitement.” It’s full of hope and inspiration, with lots of footage glorifying Aston’s DBX, which launched last year amid the coronavirus pandemic and corporate upheaval.
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Canadian billionaire Lawrence Stroll agreed to buy up to a 20 percent stake in the company early last year. With this move, his Racing Point F1 team was renamed Aston Martin. In May last year, Aston CEO Andy Palmer was replaced by Tobias Moers. Moers had headed Mercedes-AMG, a role he had held since 2013. Now the company is focusing on electrifying its product range and laying the foundation for a robust EV rollout. The company has announced that it will remove the gas-powered car from the program by 2030.
This bold strategy will begin with the production of a new electric sports car and SUV in 2025. By 2030, Aston expects half of its lineup will be BEVs, while 45 percent will be hybrids. Aston Martin is an automaker known for its luxurious and powerful grand tourers, but that alone couldn’t save it from the crossover boom. Aston DBX shipments only started last year and there are great promises for the future that will require a lot of money to be fulfilled.
