BY: ROB HOFFMAN
The slow crawl of the electric-automobile, once been reserved for the Lisa Simpson-type driver, was just given a James Bond makeover by Aston Martin, recently dropping projections for their new electric supercar set to be released by the end of 2017.
The luxury sports car manufacturer recently announced an electric supercar to be released by the end of 2017.
“We’re talking about an electric Aston Martin with between 800 and 1,000 horsepower—imagine having all that torque on demand,” said Aston Martin’s Chief Executive Officer, Andy Palmer, at the Bloomberg New Energy Finance conference.
The car will have somewhere between 800 and 1,000 horsepower.
More and more companies are exploring electric alternatives, as car manufacturers struggle to keep up with increasing regulations on motors and emissions—especially for diesels. Companies are jumping hurdles to keep their vehicles relevant to the aesthetic, functional and environmental demands of the millennial market. Recently, we saw Volkswagen cheat on their emissions tests, desperate to maintain output and keep costs down. Palmer believes that “time is up for the diesel,” as he says at the Bloomberg Conference.
“time is up for the diesel,” said CEO Andy Palmer
Manufacturers are forced to innovate in order to keep up with rapidly shifting industry standards. But the shift towards more sustainable technology doesn’t necessarily mean quality or coolness needs to suffer. “We’re a V12 engine company. Project that into the future. Do I go the way of the rest of the industry and downsize the engine? Do I see Aston Martin with a three cylinder engine? God forbid. You’ve got to do something radical. Electric power gives you that power. It gives you that torque.” Palmer says.
“Sustainable technology doesn’t mean quality or coolness need to suffer.” Unfortunately for the electric supercar it means a near $250,000 price tag.
The main downside—or upside, depending on who you ask—is that Aston Martin’s new ride will set buyers back approximately £128,000 – £160,000, or $197,750 – $247,188 USD. In fact, Palmer has discussed his competition, Tesla, with borderline disgust—asserting that they will do everything possible to avoid Tesla’s middle-market appeal. However, as demand increases for electric vehicles and regulations continue to tighten, the technology will become increasingly familiar to manufacturers and prices will drop significantly. Although the Aston Martin electric supercar may never fall within the middle-class price range, it’s still fun to fantasize. In the meantime, it’s encouraging to see the electric-car market expanding with class.