Aston Martin Understands: Consumers Prefer Large Engines

In a world where car manufacturers are downsizing their engines to meet stricter emissions regulations, Aston Martin is defiantly moving in the opposite direction. The British luxury marque recently revealed a new twin-turbo V-12 engine that boasts a staggering 824 horsepower and 738 pound-feet of torque. This decision to stick with big engines is driven by consumer demand, according to Aston Martin’s product strategy boss Alex Long. Internal studies have shown that there is a unique emotional connection between drivers and larger engines like V-12s and V-8s, which smaller six-cylinder engines can’t replicate – at least not yet.

While Aston Martin is doubling down on its commitment to big engines, other supercar manufacturers like Ferrari, Maserati, and McLaren have opted for V-6 powertrains in their vehicles. Aston Martin itself had initially planned to use V-6 engines in some of its models, such as the Valhalla and Vanquish Vision concept. However, the company ultimately decided to go with a V-8 engine from AMG for the Valhalla and scrapped the V-6 engine for the Vanquish Vision concept. The DBX SUV briefly utilized an inline-six engine sourced from Mercedes, but this was discontinued with the facelift of the vehicle. Now, Aston Martin offers the DBX707 exclusively with a V-12 engine, reflecting the brand’s commitment to larger powertrains in the premium segment.

Aston Martin’s decision to stick with combustion engines goes against its previous plan to transition to electric vehicles by the end of the decade. Company boss Lawrence Stroll explained that customers still desire the “sounds and smells” produced by internal combustion engines, driving the brand to continue producing cars with traditional powertrains until at least the 2030s. However, in response to stricter emissions standards, Aston Martin will introduce plug-in hybrids to its lineup. This move indicates the company’s willingness to adapt to evolving regulations while still satisfying consumer preferences for powerful and emotive engines.

As Aston Martin forges ahead with its commitment to large engines, it challenges the industry norms and demonstrates a unique positioning within the luxury automotive market. By prioritizing the emotional connection between drivers and larger powertrains, the brand sets itself apart from competitors who have embraced smaller, more efficient engines. While the decision may seem unconventional in a world focused on sustainability and efficiency, Aston Martin’s approach underscores the enduring appeal of powerful, characterful engines among enthusiasts. As the brand navigates future challenges and opportunities in the automotive landscape, its dedication to delivering a truly exhilarating driving experience remains at the core of its identity.