Alright readers, let's talk about Aston Martin for a minute. Now, you'd think with the whole auto industry going green and downsizing their engines, a fancy brand like Aston would be leading the charge, right? Well, you'd be wrong! Aston is doubling down hard on huge, gas-guzzling engines. We're talking about a new 5.2-liter V12 making a whopping 824 horsepower in their upcoming DBS successor.Why is Aston Martin bucking the industry trend towards smaller, more efficient engines and electrification? Two words - customer demand.You see, Aston's customer base is made up of wealthy luxury car enthusiasts. And according to the brand's head product honcho Alex Long, these people want more than just blistering straight-line speed. They want theater, emotion, that chest-rumbling roar only a big ol' V12 can provide. Related: Videos: 800+ HP V12 Aston Martin DBS successor spied It’s mean, it’s green, it’s a… Vanquish? Long argues that for Aston's buyers, outright performance numbers aren't the be-all and end-all. They've got electric cars or hybrids for daily driving already. But on the weekends, they want to fire up that thunderous V12, feel it shaking the fillings loose, and hear it roaring like an angry lion. Just going fast isn't enough - it's gotta sound and feel special. An 824hp V12 seems like overkill bordering on excessive. But for the ultra-wealthy playpersons that make up Aston's customer base, it's precisely that excess they crave. They want their toys to be outrageous, to make no compromises, no concessions to efficiency or eco-consciousness. It's an indulgence, plain and simple. So while the rest of the auto world embraces downsizing, Aston Martin is stubbornly clinging to its big engine roots. Will it be a tough sell as emissions regulations get stricter? You bet. But for now, if you've got the means and the hunger for Dinosaur Power in its most lavish form, Aston is keeping that V12 party going strong. Source: Aston Martin
