When you think of Aston Martin, you probably picture a two-door coupe and James Bond behind the wheel. However, with the latest, Aston Martin Rapide model, the company is just the latest in the line to compete with the Tesla Model S.
Tesla’s rivals are continuing to queue up. After Tesla started producing electric cars, it seems like everyone wants to get a piece of the cake.
Aston Martin is the latest in the line, with the Rapide being able to provide 200 miles on a single charge of the battery and the vehicle will be a pure electric car.
“If you want to keep making V12 engines, then you’ve got to do something at the opposite end of the spectrum,” said the company’s CEO, Andy Palmer.
The price of the new Aston Martin will be way ahead of the price range for Tesla customers. However, the idea is that Aston Martin will provide electric drive experience to the wealthier people who want a sports car, not just an electric vehicle. The price of the Aston Martin Rapide is rumored to be somewhere between $200,000 and $250,000. Palmer said that the Tesla example shows that the company has yet to hit the ceiling of the price.
The Rapide will provide customers with a four door sports car, producing more than 800hp, and an all-wheel drive experience.
One of the biggest reasons for change in approach is the fuel economy legislation. At the moment, the range of V12 and V8 sports vehicles by Aston Martin will be challenged to meet the global emissions and legislations. The solution is simple, offer an electric car like the Rapide and you’ve got a compromise. Aston Martin will continue to offer conventional, high power gasoline vehicles, but it will also have to adjust its approach a little bit. The Rapide is not the only electric model in the future plans by Aston Martin. The company will also offer a battery plug-in hybrid of the DNX and an SUV is also possible.
According to Palmer, the company will never make Ludicrous, because “ludicrous speed is stupid”. The CEO of Aston Martin is no fan of the latest upgrade to the Tesla Model S which will help the car sprint from 0 to 60mph in just 2.8 seconds.
The Rapide is expected to hit dealerships in less than two years, with the company already having a test vehicle for the roads. The heritage of Aston Martin, the market position and the brand cachet should place the Rapide on a different level and set it apart from the Model S. Tesla’s electric vehicle is more suited to compete with the likes of the BMW 5 series.